Reaching the right people with a marketing strategy is so important. One way to do that is through account-based marketing, but it’s essential to follow the right steps to win through ABM.
In this article, I cover how to do account-based marketing by addressing the following:
- What is account-based marketing?
- Defining your ideal customer profile
- Building a target account list
- Creating personalized content
- Engaging with target accounts
- Measuring results
When you know how to do account-based marketing, it’s possible to say goodbye to marketing mystery and drive real results.
What is account-based marketing?
Account-based marketing (ABM) is a highly targeted approach to marketing that focuses on building relationships with specific accounts, rather than broad-based marketing to a wide audience. Think spear-fishing rather than throwing a net into the ocean and seeing what swims in. ABM has become increasingly popular in recent years, especially among B2B companies, as it allows them to focus their marketing efforts on the accounts that are most likely to generate revenue.
If you’re new to ABM, getting started can seem daunting. But don’t worry – with a solid strategy and a few key tactics, you can begin to see the benefits of ABM for your business. Here’s how to get started with account-based marketing:
1. Define your ideal customer profile
The first step in ABM is to identify the accounts that are most likely to be a good fit for your product or service. This means defining your ideal customer profile (ICP), which includes characteristics such as industry, company size, location, and budget. Once you have a clear picture of your ICP, you can begin to identify the accounts that fit that profile.
2. Build a target account list
Once you have identified your ICP, you can begin to build a list of target accounts that fit that profile. This list should be based on factors such as revenue potential, fit with your product or service, and overall strategic importance. You can use a variety of tools to build your list, including social media, industry publications, and online directories.
When building your target account list, don’t forget to consider the expansion potential of your existing customers. ABM is not just for bringing in new logos from a list of companies you WANT to work with but can be a great tactic for growing revenue from companies you’re already working with.
3. Create personalized content
ABM is all about personalization, so you’ll need to create content that is tailored to each of your target accounts. This can include case studies, white papers, webinars, and other materials that are specifically designed to speak to the unique challenges and opportunities of each account.
Pro Tip: Start small! In order to execute a truly personalized ABM strategy, you won’t be able to target every account at once. Start small, and scale as you perfect your process.
4. Engage with your target accounts
Once you have your target account list and personalized content, it’s time to start engaging with your target accounts. This can include a variety of tactics, such as targeted ads, personalized emails, and social media outreach. The key is to focus on building relationships with key stakeholders at each account and to provide them with the information and resources they need to make an informed decision about your product or service. An omnichannel approach will yield the best results.
Another Pro Tip: ABM does NOT equal tech! You don’t need an ABM display ad platform to do ABM. Again, start small with how you deliver your personalized content. You may not need the tech at all.
5. Measure your results
As with any marketing campaign, it’s important to measure your results and adjust your strategy as needed. You can use a variety of metrics to track the success of your ABM campaign, including engagement rates, conversion rates, and revenue generated. By monitoring these metrics and making adjustments as needed, you can ensure that your ABM campaign is delivering the results you need.
Account-based marketing is a powerful approach to marketing that can help B2B companies build relationships with key accounts and generate more revenue. By following the steps, you can get started with ABM and begin to see the benefits for your business. Remember, the key to success with ABM is to focus on personalization and building relationships with key stakeholders at each target account.