How to develop an account-based marketing strategy
The ABM marketing strategy includes several steps:
Define your high-value accounts
When creating an ABM strategy, answer the question of who your company wants to work with. Which companies (accounts) are of interest to your organization as clients?
To do this, consult with the sales department. They probably have a few potential clients in mind. But you should also take into account companies that have not been considered before.
To identify new target accounts, make a profile of your ideal customer. Analyze your best accounts and identify the traits that unite them. These may include the following characteristics:
- Type of organization
- Size of organization
- Annual revenue
- Geographic location
Research those accounts
When you have a list of potential customers, study each of them. Because ABM is more target-oriented, your business needs to find the people in those organizations to help you make the sale. There is no need to get everyone’s attention, you are trying to deliver targeted messages to the Decision Makers on your list of target accounts.
Ask yourself the following questions to identify decision makers, influencers, and stakeholders:
- What are the positions and responsibilities of the targeted Decision Makers?
- How long have they been working with the target account and in that niche?
- What do they care about?
- Are they a decision maker or are they an influencer?
It’s also important to understand the specific challenges and needs of each account, as this will inform your campaign strategy and help you to create targeted messages that are relevant to their situation.
Create personalized content & messaging
Once you’ve identified who you’ll be targeting, generate content for them and develop a unique selling proposition. Your ABM success depends on your ability to generate content tailored to the specific needs of your target accounts. By creating the content that addresses the pain points of your target accounts, you can create a more effective ABM strategy.
You should present yourself as a knowledgeable counselor rather than a salesperson. You must offer tangible value that promotes informed decision-making.
Decide on the best channels for your campaigns
Each key account will respond differently to marketing messages, depending on the communication channels you choose.
At this point, you need to determine which channel is best suited to communicate with your target audience in your chosen area. This could be email, social media, events, or something else. In addition, be mindful of opt-in rules and other limitations placed in your region.
Launch your custom marketing campaign
Send the generated marketing campaign through your chosen channels. It’s important that the sales team is also involved in the development of these targeted campaigns. They must be prepared to handle incoming requests and feedback correctly.
Track the performance
ABM is easier to optimize because you are dealing with a small number of leads that have much more potential value than leads in traditional marketing.
After analyzing your first ABM campaigns, determine whether you’ve chosen the right communication channels, whether the marketing message worked, and how you can cut time to close a deal.