Account-based marketing (ABM) is becoming the most effective way to fuse sales scores and personalize marketing to engage your most desired accounts that provide the best revenues or meet strategic goals. With Marketing’s insights and Sales’ understanding of the most desired accounts, you can create a fast lane to personalize your interactions with these companies to ensure that you don’t miss hot opportunities.
Some good designators for strategic or key organizations to focus on with ABM are: revenue history, account history (if applicable) margins and profitability and also the projected interest in a long-term business relationship.
(Editor’s Note: Looking to implement an account-based marketing plan? Check out Insightera’s Personalization platform, to see how to target specific organizations with relevant content.)
Here are 5 practical tips to get your account-based marketing strategy up and running.
Build Criteria for Highly Desirable Accounts
You’ve heard over and over about how sales and marketing should be one unified, fully communicative team. Sometimes this happens, but we all fall short. For ABM, the most important thing you need from sales is a list of the top-priority organizations they are targeting. Understand what, if any interaction has occurred so far. Do your homework, and compose this wish list of prospects that meet your “gold standard”.
Marketers can contribute by assessing the top-funnel analytics which should reveal these organizations that perhaps Sales isn’t even aware are visiting the site. Remember that 70% of the Sales process is over before contact has ever been made – on either side.
Clearly Define Personalized Messaging
Do your research to understand how to group these top-tier organizations so that the targeted messaging they receive will be the most effective guaranteed. This is a good time to review past campaigns targeting similar companies and reuse, revise and reboot the best converting versions.
If you happen to be using a learning platform for your personalization needs, then reflect on the most successful campaigns that Auto-Tune selected and review the outcomes of A/B testing.
Determine Optimized Channels
Map out every touchpoint and create a nurture plan. Don’t be afraid to think out-of-the-online-box. Some outbound efforts may seem antiquated, but what’s old can become new again. Perhaps sending a personalized brochure or gift via the post would best engage your strategic accounts. Maybe launching a very targeted personalized landing page is the best tactic to follow up.
Personalized website, email, landing page, calling and offline interactions can capture your “golden prospects’” attention and help propel them along the marketing funnel. Relevance is the key to maximize these opportunities. Just set up a plan and evaluate engagement after each interaction to determine if these accounts should be passed on to sales at any point.
Prepare for the Golden Opportunities
A recent study by ITSMA reveals that executive decision makers are open to relevant outreach.
- 75% of executive respondents said they would read unsolicited marketing materials that contain ideas that might be relevant to their business
- Of those respondents, 92% would pay attention even if it is from a company they have never done business with
That means there is a window of opportunity for you to catch these big fish if you do your homework. Don’t let that one time that your prized future account comes to your site be the time that they see a generic message. Be prepared and be personalized. Every interaction when doing ABM (and all other marketing for that matter) should add value to the prospect. Entice them with relevancy and value in real-time.
Measure ABM Success
Marketing’s contribution to ABM can sometimes be overlooked when Account-Based Marketing is successful. Earlier sales involvement can detract from the nurturing that marketing accomplished in order to convert these prospects. Implementing top of the funnel tracking and analytics is crucial in order to attribute the defining campaigns that made the difference. And remember B2B marketers, ABM accounts are a long-term catch, be sure to measure interactions and influence.
Talk to an ABM Expert