As a marketer, you may have heard about Account-Based Marketing (ABM), but have yet to incorporate it into your marketing strategy. ABM is a type of B2B marketing that focuses marketing and sales activities on specific accounts within certain industries.
These accounts are high value in regards to revenue, so marketing and sales teams put more resources into developing strategies that cater to their specific needs. These needs don’t stop at the company level, but aim at getting the attention of individual employees within an organisation.
ABM offers numerous benefits. For example, ABM strategies result in higher ROI than other marketing initiatives, reduce the length of your sales cycle, and are more cost efficient. But how do you get the most out of your ABM strategy?
In this blog, we’ll unpack three tactics that you can use to optimise your ABM strategies.
Ensure you have the right MarTech for ABM
When it comes to technology, you'll need more than a laptop and Google if you want your ABM strategy to succeed. To execute your strategy properly, you'll first need a Customer Relationship Management (CRM) tool. A CRM will help you manage accounts by ensuring all client data is centralised and easily accessible. It will also help you automate certain tasks, such as emails.
In addition to this, you’ll need data and an analytics tool to help you develop insights. This data can be acquired through social platforms such as LinkedIn or other specialised marketing data providers.
Create truly personalised emails
Remember, personalisation is a key aspect of ABM. A generic mass email about the benefits of your product will simply not cut it. With ABM, your emails need to engage your lead as an individual. The content of each mail needs to appeal to their specific needs, desires and personality, to ensure that you connect with the prospect on a deeper level.
Get social on social media
Social media is a key tool when it comes to learning more about your prospect, such as what their pain points are. It’s also a great way to connect with them and guide them to your product or service. The most obvious social media platform for connecting with B2B prospects is LinkedIn, but you can also use other platforms like Twitter.
Once you’ve connected with them, listen, offer meaningful replies, and share relevant content. This will help you build up your relationship with them on social media. Once you’re ready to reach out to them with your product or service, they’ll already know who you are and how you can help them — all thanks to your previous engagements.
Executing your ABM strategy
Successfully executing an ABM strategy is a challenging task, which is why we put together our ebook How Account Based Marketing Can Revolutionise Your B2B Marketing. This ebook includes a deeper exploration into what ABM and B2B marketing is, and how you develop a more effective ABM strategy.
If you’re daunted by the task of launching your ABM strategy on your own, the right B2B marketing partner can make it much easier. GCL are B2B telemarketers with over 29 years of experience. If your organisation is looking to expand into the EMEA, America or developing regions, we can assist. If you’d like to find out more about our services, and how our almost 3 decades of B2B telemarketing experience can benefit your business, contact us today.