If you can imagine a world where you can directly sell your product to the best-fit customer, you surely know what a perfect world may seem like. In that world, you will not need to waste time in selling and marketing to any type of unqualified leads who do not add any type of value to your product. This also means that you can directly move into the phase of selling to and engaging your target accounts. Now, you can make it a reality with account-based marketing.
Account based marketing will allow you to make your marketing and sales team work together for engaging new customers, boosting revenue, and even working towards long-term business growth.
There are many firms out there that have already started using the power of account based marketing and all these firms have been very successful with their approach. This is why, in this blog post, we are going to talk about some of the best practices that you can apply towards effective account based marketing.
Social media is very ubiquitous nowadays and a perfect starting point for account-based marketing. For one thing, social media can prove to be one of the best tools that you can use in order to research all your target accounts. In addition to this, you can use the power of abm marketing in order to build relationships with your customers.
You will need to make sure that you are engaging with the posts and the content of your customers as it will allow you to nurture your target accounts. You can run social media campaigns and ask your customers to tag you while they go about their activities. You can also interact with them in the comment section of your posts or their posts.
If you use the right strategy, you can be very successful with your direct mail. But this doesn’t mean that you should start sending generic items just for making sure that you are using the direct mail strategy. If you can somehow find the individual point of contact and then forward them something related to their interest, direct mail can be used for strengthening your relationship with your customer. But if you will just send plain text in the name of improving your ABM marketing strategy then you are never going to be successful with your approach.
There are several ways you can make the best of direct mailing; for instance, you can send gift cards before the holidays, inform the consumers of various discounts and offers that you have going, send invites for events, send out birthday cards or discounts, and such. You can start by segmenting a mailing list and you can also automate the process for specific events such as customer birthdays and holidays.
Case studies and testimonials
If you are looking forward to making your target accounts buy from you then the one thing that you will need to do is show them how firms like them are benefiting from buying your product or service. In most of the cases, this is done with testimonials or case studies that are published on your website. This helps boost your ABM marketing strategy.
If you are looking forward to improving your account based marketing strategy then you will have to use examples of companies similar to your industry. Both testimonials and case studies will speak for themselves.
If your sales team is engaging with your target accounts then it simply means that now you have lots of information about your customers. If you are looking forward to making it easier then you can develop a competitive battle card for particular information such as competitive advantage, USPs, possible counter questions, and such about all your target accounts.
You must understand that this will mainly act as a condensed file of everything that you know about the firm like their pain points, company information, their role, and even their challenges.
Content can do wonders for your marketing efforts. If you have quality content on your website, the chances of your targeted consumers visiting increases manifold. Content is of the essence, and especially in the case of social media, ads, and email.
All that you need to do is to repurposed your existing content by simply customizing it in line with the current situation. You can do so by adding more pointers showcasing how relevant it is in the present scenario. This will allow you to speak to that person or firm that will prove to be valuable for you. One of the most important things about the content you will be presenting to your ABM accounts that is relevant to their challenges. So, you can easily use content marketing for account based marketing strategy.
When it comes to targeting specific people or companies so that they start visiting your website then paid advertising is the best option. You can start with establishing your account goals, determining the audience, performing keyword research, and then move on to setting up the budget or bid, and build an account structure. This will help you in targeting people who are more interested in your product.
Account based marketing tactics can significantly improve your marketing efforts and bring forth a new way of interacting with your consumers. Since it is a more personalized marketing approach, it increases the alignment between sales and marketing teams which further leads to a shorter sales cycle.