Four Steps for a Successful Account-Based Marketing Campaign
You may have already used Account-Based Marketing strategies without even knowing it. ABM is a strategy that allows you to hone in on accounts that have the potential to be your best customers. The main focus of this proven strategy is delivering the greatest customer experience possible and using personalized campaigns designed to engage each account – it can also work to strengthen your existing customer relationships. If you’re new to ABM and are interested in deepening connections with future or existing customers, our team organized a list to get you started on the journey.
Set Team Goals
By setting SMART, realistic goals, your team has a guideline of what to achieve and in what amount of time. Different goals can include an increase in revenue, quality engagement, increased brand awareness and sales action from pertinent accounts, and business expansion. Whatever they may be, setting goals will help your team understand what success looks like.
Build an Ideal Audience
The first question that should be asked is “who is your ideal customer?” Identify who your current best accounts are and what characteristics they all have in common. You’ll want to target audiences with similar attributes to these best customers whether it be company type, location, or revenue. To fully understand the needs of your audience and to create content tailoring to these specific needs, create a buyer persona. One way to do this is to discover how certain customers find and consume your content.
Create Engaging Content to Utilize Across Multiple Channels
Once you fully understand your target audience, it’s time to create content specific to their needs while adding value. Personalization is the main component to focus on when creating content to use in your ABM strategy. This allows your community to fully resonate with the message you want to convey. Repurposing existing content that has proven successful is always an option here, too. This content should be available across multiple digital channels to truly penetrate and engage the key influencers within the account.
Identify What Worked
With the ability to measure and understand the success of your ABM campaigns, insights can be used to nurture these accounts in the future. You will also be able to use these measurements to further pursue the best potential customers to keep your sales cycle going. KPI’s like engagement rate and sales cycle length are examples of metrics that allow you to track how well these campaigns performed. ROI is also undoubtedly a top indicator to determine the success and future of your ABM strategy.
There’s no time like the present to implement your own ABM campaign as it offers a much more efficient use of your marketing budget. This strategy uses personalized campaigns designed to engage each account to create long-term customers. Putting all of these steps into play can contribute to company-wide digital marketing success while you are able to identify valuable accounts more efficiently.