Account-based marketing (or ABM) is a business marketing strategy in which marketing and sales teams work together to target high-value clients and turn them into customers.
Capturing buyer’s attention today is a lot more challenging than it used to be a few years ago. With the increasing competition and evolving technologies, marketers are able to connect with their customers on a new level. Thus, companies are adopting the ABM approach to engage each account with personalized campaigns for a higher chance of a conversion.
ABM is not a new concept, but it has recently gained popularity due to the changing business landscape. The implementation of an ABM strategy offers a lot of benefits over other marketing approaches. Let us have a look.
The account-based marketing approach makes the marketing and sales teams work together, aligning their goals to identify high-value target accounts, draft personalized campaigns for them, and nurture them to push individual accounts through the pipeline.
ABM strategy works because it offers personalized messaging for target accounts instead of a generic approach. The role of the marketing team is to tailor the campaigns to the customer’s specific attributes and needs.
One reason why ABM is widely adopted because it is known to bring proven ROI for your various marketing tactics. In fact, it delivers higher returns than any other marketing approach.
Since ABM only focuses on a small target group that is more likely to close, this frees up resources that would otherwise have been wasted on casting a wide net.
Account-based marketing begins by segmenting your target audience and identifying marketing programs that can be personalized to those segments. You can deploy a mix of various marketing tactics to achieve your goals.
Direct email has increasingly become a popular method to grab your prospect’s attention. You can send targeted gifts and personalized offers through direct mail.
Webinars can be customized to meet the specific needs of the target account. Unique content can be created keeping the target profile in mind.
Along with direct mail, a drip email campaign is still very relevant for ABM. In an ABM approach, tailored email messages are created for each company and account, unlike the generic email campaigns where generally email templates are used.
Paid advertising on social media platforms like LinkedIn and Facebook allows you to target a specific set of users, companies, and persons. Using technology like IP targeting and retargeting, you can display tailored campaigns for a handful of target accounts.
Website personalization is also used to create a tailored, account-specific experience for your targeted prospects.
Sending emails is a great way to build a long-lasting relationship with your customers. Email broadcast in EngageBay allows you to craft an email campaign that can be sent to an entire list of contacts or selected contacts. You can send newsletters, promotional emails, offer emails, and other announcement emails to your target accounts.
Using the EngageBay tool, gather enough information to understand target accounts and their interests. Based on that information, you can send a direct email or run a campaign targeting them.
i. Navigate to the Marketing dashboard.
ii. Go to Contacts > Contacts.
iii. Click on the Three Dots (...) right next to the contact to whom you want to send an email.
iv. Choose Email. It will pop up a new panel from the left.
v. Enter all the basic email details and then hit Send. If you want, you can even Schedule sending the email at a later date and time.