Account-based marketing (ABM) has become an indispensable strategy for B2B companies looking to align their marketing and sales teams, personalize outreach to target accounts, and ultimately convert and retain key customers. In this comprehensive guide, we’ll cover the key elements for building a successful ABM strategy.
An effective account-based marketing approach can significantly impact revenue growth and customer lifetime value. Follow these helpful how-to tips to take your ABM strategy to the next level.
The foundation of any ABM strategy is a well-defined target account list. Rather than casting a wide net, ABM focuses on identifying and engaging a small number of high-value accounts.
To build this list, leverage both firmographic data and intent data signals. Firmographic criteria like industry, company size, and tech stack will help you identify accounts that match your ideal customer profile. Meanwhile, intent data reveals which accounts are actively researching solutions related to your offerings, indicating buying intent.
Specifically, look for spikes in content downloads, social media activity, and page visits related to keywords that align with the problems you solve. The higher the frequency and variety of intent signals, the stronger the buying intent.
You can also expand your target list by looking at contacts and buying groups within existing customer accounts. Monitor their digital body language for signals that they’re interested in additional products or services you offer.
ABM is all about relevant, customized messaging that speaks directly to an account’s pain points. To deliver that level of personalization, you need to tap into data.
When your marketing is highly personalized and driven by data-based insights into each account, you demonstrate that you truly understand their business and can provide real value.
To maximize impact, use both broad channels that build brand awareness and targeted tactics to reach individual stakeholders.
Delivering consistent messaging across diverse touchpoints demonstrates your brand’s authority and relevance to each account. Omnichannel coordination is key to driving conversions.
With your target account strategy rolling, constantly refine your approach to improve performance. Follow these best practices for optimization.
With continuous optimization powered by hard data, you’ll consistently improve performance and ROI from your ABM programs. Alignment, personalization, and measurement are the keys to account-based marketing success.
Now that you understand the core elements of an effective account-based approach, you have a blueprint for driving greater marketing and sales alignment, more streamlined personalization, improved engagement, and conversions.
Bookmark this guide and refer to it when you’re ready to launch your next ABM campaign. Ready to take your ABM campaigns to the next level? Learn how you can use intent data to prioritize accounts, find buying groups, and more.
