Account-based marketing (ABM) is an effective approach to help B2B companies reach their grow sales and increase profits. ABM strategies target specific accounts to create personalized content and campaigns that will help companies meet their goals. By implementing a comprehensive ABM program, businesses can use targeted tactics to engage high-value accounts, accelerate their pipeline velocity and close more deals.
Successful ABM strategies start with identifying the Ideal Customer Profile and Buyer Personas for your company. Once you have identified these factors, you can then move forward with a list of target accounts and create customized content, outreach and campaigns specifically tailored for each of them. This will involve working closely with both your sales and marketing teams to ensure that all efforts are aligned from awareness through the decision to purchase.
Getting started with ABM can feel overwhelming. So, here’s a list of 3 ABM strategies to try out with your business:
1. Create a management strategy to track leads and prospects as they move through your sales funnel.
If you don’t already one have, implement a Customer Relationship Management (CRM) platform like HubSpot to track leads and prospects. Software like HubSpot have tons of features and can provide an incredible amount of insight and information for your business. If you’re just getting started, we recommend using it for simple tasks like tracking engagement and ensuring that none of your prospects fall through the cracks and out of your pipeline.
2. Share free resources that keep your target accounts informed about growth opportunities.
Subscribe to a few high-quality newsletters or try creating a Google Alert for news related to your industry. When you find a resource or piece of content that’s especially informative, make sure to share it with contacts at your target accounts. This ABM strategy will help keep you at the top of your contact’s mind and position you as a source of information and not just another sales rep.
3. Start conversations online and offline to demonstrate value for each target account.
Many account-based marketing resources focus on using technology and digital campaigns to reach and engage with your target accounts. The good news is that you don’t need the latest and greatest software to get started with ABM. Getting started with ABM is as easy as aligning on a list of high-value target accounts and starting outreach with your contacts to start creating value. Whether that’s online, offline on the phone, at a networking event, lunch or coffee, the key is to build relationships and create value for your contacts.
Along the way, you’ll find opportunities for customized marketing. Once your ABM train leaves the station, don’t be surprised as you begin considering and implementing more sophisticated methods to generate value and close more deals.