Account-based marketing flips around the assumption that more B2B leads = more sales by putting the focus on tailoring relationships with individual key accounts.
Simply put, ABM helps build more sales opportunities by targeting smaller B2B market segments and building relationships with them.
Not only is ABM a better way to manage B2B sales prospects, but it’s also a better strategy to help your sales team get a higher ROI and land larger deals.
The amount of sales firms implementing ABM has increased by 21% and will continue to increase. Here are 6 quick, but powerful tactics to begin with account-based marketing.
1) Personalize website experiences for each key account
Given the high-value nature of account based marketing and B2B selling, it’s a great idea to add this ABM tactic to your tool belt:
Customize each accounts’ experience on your website
Having a personalized landing page for each account that picks up their name, company name, device, company size, etc. can help you create more personal outreach.
You can gather useful data by collecting cookies, offering to create an account on your website (if this is an option) or by offering free resources that require email and name.
If you don’t have an in-house developer to set up landing pages and tracking, there are a few vendors that offer data analytics on individuals like Woopra, Marketo, or Instapage.
Some might say all of this data-tracking is intrusive, but ultimately it will help you deliver more relevant offers to your accounts.
2) Mention key accounts within your blog content
Writing something and you find a perfect spot to include one of your accounts? Great, mention their product or service in your blog.
This helps you stay in front of your target account by giving them a positive mention that will increase your brand awareness.
Mentioning key accounts in your blog content will also open the door to start communicating with your accounts.
3) Create value-based offers specific to certain accounts
An interesting tactic for tailoring relationships with your key accounts is creating valuable content directly for them.
The internet is full of generic content that doesn’t really add any value to your lead’s business. That’s where you come in to provide some real value.
An example of this are SEO agencies that analyze and audit websites and provide them with a short (but not complete) checklist of SEO elements that their prospect needs to work on.
This helps them get their prospect’s attention and prove that they can immediately offer real value to the account.
Use publicly available information about your key account to make a brief, but useful report that will grab their attention and certainly help you close a deal.
4) Leverage social media in your ABM strategy
SDRs and marketers have always embraced social media as a way to build out their networks, promote relevant content, and communicate with prospects.
Using social media in your account based marketing program allows you to do 3 valuable things:
- Listen to your market and wait for them to speak about pain points that your solution can alleviate.
- Build relationships with key companies and individuals you want to target.
- Share and amplify content that provides value to your prospects.
To leverage social media as an ABM tactic, you have to regularly monitor your customer and prospect feedback and wait for key moments to offer your solution.
5) Incorporate mail in your account-based marketing efforts
Direct mail marketing is one of the most effective account based marketing tactics for key account executives.
You can more easily reach high level executives that usually stay away from typical marketing channels like landing pages, social media, and email offers.
Physical mail can be more powerful in creating a connection than digital marketing. It’s more intimate, creates more buzz and obligation for the account to reciprocate communication.
In a recent study, market research firm Millward Brown joined with Bangor University’s Centre for Experimental Consumer Psychology to test the effect of direct mail on the brain. Using MRI technology, scientists saw how the brain reacted when viewing a piece of digital communication and a physical copy. They found the physical piece left a much deeper footprint on the brain. – Source
By incorporating direct mail, you can increase brand awareness and improve engagement rates from your key accounts.
6) Use engagement signals to reach out to accounts at the best times
Here at SifData, we have created a Salesforce tool to implement one of our favorite ABM tactics: Retargeting after a key account moves companies or to a different position.
The reason this is such an effective tactic is because a key B2B buyer is most likely to spend money on your solution after they move to a new company or get promoted to a higher-position.
Without apps like SifData, there would be no easy way to know when your key accounts change companies or where they go.
You can read more about how SifData is so valuable as an ABM tactic in a salesperson’s arsenal here: Building A Bulletproof Sales Process.
Start utilizing these 6 ABM tactics to see improved ROI & sales
Account based marketing is making a resurgence, because it’s an incredibly effective way of creating sales relationships with key accounts and securing larger-sized deals.
With our 6 ABM tactics below you can start using account based marketing to get a larger ROI on your team’s marketing and sales spend:
- Create a custom UX on your website for key accounts you want to convert.
- Mention key accounts in your blog content to increase your brand awareness.
- Create value-based offers for your prospects that show exactly how can solve their problem.
- Leverage social media to build your account network and relationships.
- Use direct mail as a personal way to reach out to high level executives.
- Use engagement signals like when a key account moves to a different company to know when to reach out.
Take advantage of engagement signals with SifData
SifData is a natively-built Salesforce application that alerts users in Salesforce when their key contacts change jobs or positions. We help SDRs everywhere increase their odds of landing a meeting by alerting them when their key contacts change jobs.
Try yourself by requesting a free 30-day demo at SifData or by downloading the app on Salesforce’s AppExchange.
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