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How to Develop Optimised Communication Channels for an ABM Strategy

James Crowder | 21 August 2017

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Instead of firing out generic content to a mass audience, an account based marketing (ABM) strategy allows you to craft marketing messages and content to individual accounts meaning you’re more likely to connect with the customer and make a sale. To get the most out of your ABM strategy, you need to optimise your marketing channels. Your target customers are consuming information on multiple channels, so make sure you are engaging with your accounts and delivering content across all of those channels.

Even though we’re living in a digital world, there are other other platforms that are just as importantthis includes B2B telemarketing, email, and mobile. Here are some of the marketing channels you should be using for your account based marketing strategy:


B2B telemarketing

B2B telemarketing is a great way to connect with a lead and to gather further insight on them. After being exposed to so many digital channels, it’s nice to have a personal touch and hear an actual human voice. In order to get the most out of your B2B telemarketing, you need to have a clear objective for each phone call, you need to have a thorough understanding of your prospect and then you need to create a killer opening pitch. With the data you collect from B2B telemarketing, you can create targeted campaigns and craft personalised marketing messages for your ABM strategy.


Email marketing

If you want to reach the decision makers who matter, sending highly personalised emails to their inbox is the way to go. Firstly, segment your list. Segmented email marketing is important for an effective ABM strategy, as it allows you to reach out to a prospect directly. Make sure you personalise your emails by adding the customer’s name as well as a sender name. It’s important to let your prospects know that you’re customising your message to them.


Social media ads

Another way to directly target people who follow or work for a company is with social media ads on platforms like Facebook, LinkedIn and Twitter.  If you want to increase both the visibility and reach of your social media posts, you should use attention-grabbing headlines, create mobile-friendly landing pages, optimise your social media profiles, include strong CTAs, and make use of hashtags and images. You could also make use of Google Adwords Customer Matchwhich uses email addresses to create custom lists and sends search ads, Gmail ads, as well as YouTube ads to your target accounts.

Content marketing

Creating insightful and valuable content is another great way of speaking to your leads. Content creation may have been the marketer’s domain, but involving sales will ensure that the content is as relevant as possible. It’s important to align your content strategy with your ABM strategy so that you can create a richer experience for leads moving down the content marketing funnel. By creating content that engages your prospects at every stage of the funnel, you’re more likely to align your sales and marketing—Which is essential for an effective account based marketing strategy.

By targeting the right audience through the right channels, you’ll start to see a significant improvement in your campaign results. The better the communication between your company and your potential clients, the better chance you have of making a sale and improving ROI. To find out more about account based marketing, and how you can use it to your advantage and improve your team’s sales performance, download the guide:

ABM guide