8 Steps to ABM Marketing Success
If you want to do ABM marketing in-house, you need to have the resources, skills, alignment, technology, data quality, strategy, and time and patience to execute the strategy. It’s important to have a clear plan and regularly review and adjust the strategy as needed, to measure the performance and make the necessary adjustments to achieve the desired results. Here are some tips to get you started.
1. Identify your target accounts:
Define your ideal customer profile and identify the specific companies and decision-makers you want to target.
To identify your target accounts, you should first define your ideal customer profile (ICP). This includes factors such as company size, industry, location, and pain points. Once you have defined your ICP, use tools such as LinkedIn Sales Navigator or Discover.org to find and research specific companies that fit that profile. Identify the key decision-makers at each target account, including their job titles, contact information, and social media profiles.
2. Create personalized content:
Develop targeted content that speaks to the specific pain points and challenges of your target accounts.
Develop a content strategy that addresses the specific pain points and challenges of your target accounts. Use language and messaging that speaks to the specific needs of each target account. Create personalized content such as white papers, case studies, and webinars that address the specific pain points of each target account. Use multiple channels: Utilize a variety of digital channels, such as email, social media, and webinars, to reach your target accounts.
3. Use a multi-channel approach to reach your target accounts, including email, social media, and webinars.
Use account-based advertising to reach your target accounts through channels such as LinkedIn and Google Ads. Use retargeting and lead nurturing campaigns to keep your brand top-of-mind with your target accounts. Programmatic advertising is a great omni-channel approach for ABM.
4. Implement lead scoring:
Use lead scoring to prioritize and track the engagement and interest of your target accounts.
Use lead scoring to prioritize your target accounts based on their level of engagement and interest, to track the engagement and interest of your target accounts over time, and to identify which target accounts are ready to move to the next stage of the sales process.
5. Use data and analytics for ABM marketing:
Track and analyze your ABM efforts to understand what is working and where you can improve.
Use analytics and data to track the performance of your ABM efforts, track the engagement and interest of your target accounts, and identify which channels and tactics are most effective in reaching and engaging your target accounts.
6. Leverage technology:
For ABM Marketing utilizes ABM software and tools to automate and optimize your efforts, such as account-based advertising, ABM landing pages, and email personalization.
Use ABM software and tools to automate and optimize your efforts. Use account-based advertising to reach your target accounts through channels such as LinkedIn and Google AdWords. Use ABM landing pages to personalize the web experience for your target accounts. Use email personalization to tailor your communications to the specific needs and interests of each target account.
7. Align sales and marketing:
For ABM Marketing, ensure that your sales and marketing teams are aligned and working together towards the same goals.
Align your sales and marketing teams around the same goals and metrics. Ensure that your sales and marketing teams are working together to reach and engage your target accounts. Use marketing automation software to integrate your sales and marketing efforts.
8. Measure and optimize for ABM marketing:
Continuously measure and optimize your ABM efforts to improve results and drive ROI.
Continuously measure and optimize your ABM efforts to improve results and drive ROI. Use analytics and data to track the performance of your ABM efforts. Use A/B testing to optimize your tactics and channels. Continuously refine and test your ABM tactics.
Remember that ABM is not a one-size-fits-all approach, and that your strategy will likely require continuous refinement and testing to be effective. We understand that managing ABM in-house can be difficult and time consuming – which is why we make sure our process is as streamlined and efficient as possible. We start by conducting an assessment of your current strategy, followed by an audit of your target accounts and full analysis of their buying behavior. This allows us to develop a customized plan tailored to meet both short-term goals and long-term objectives.
On top of this, our team provides ongoing management services such as segmentation analysis, data insights, content creation and account scoring. We will evaluate all aspects of the campaign performance on an ongoing basis so that any changes needed can be made quickly and efficiently. This ensures maximum ROI from every campaign you undertake with us. What’s more, we provide reporting and analytics so you can always track progress regularly – giving you the peace of mind that your ABM strategy is being handled effectively by professionals who care about delivering results.
DirectiveGroup is the perfect partner for B2B companies who need help with Account Based Marketing (ABM) but don’t have the time or resources to manage it in-house. Contact us today to learn more about how DirectiveGroup can help you achieve and exceed your revenue goals.