Top 25 Powerful Account-Based Marketing Tactics to Try
- CEO at DeckLinks, Speaker, Podcast Host
- Published on May 20, 2023
- Updated on January 12, 2025
With proper Account-Based Marketing tactics in place, B2B marketers can boost reputation by 40%, improve relationships by 73%, and increase revenue by 65%, according to the recent study by Momentum ITSMA. This revealing statistic from ITSMA highlights the immense value of taking an Account-Based Marketing approach to B2B marketing and sales.
But what exactly does effective ABM look like today? What specific tactics should your sales and marketing teams use to boost performance and create tailored customer experiences? This comprehensive guide reveals the 25 most powerful Account-Based Marketing tactics. You’ll discover proven ways to align sales and marketing, engage your ideal buyers, and exceed revenue goals through targeted, multi-channel ABM campaigns.
KEY TAKEAWAYS
- Align sales and marketing teams for Account-Based Marketing success. A unified sales and marketing team that collaborates closely is essential for an effective ABM strategy.
- Create a targeted account list (TAL) to focus your Account-Based Marketing efforts. Identify your most valuable target accounts and concentrate your marketing tactics on those high-potential companies.
- Personalize content for each target account. Tailor your messaging, offers and experiences specifically for each key account based on their needs and pain points.
- Use retargeting and intent-based advertising to stay top of mind. Remind target accounts about your brand by strategically displaying relevant ads as they browse online.
- Try direct mail for a tangible ABM campaign. Physical direct mail pieces can grab the attention of target accounts and demonstrate you value the relationship.
- Start small and gradually scale your ABM efforts over time. Begin with just a few target accounts, refine your approach, then steadily expand your ABM activities.
- Take a multi-channel approach to surround accounts from all angles. Orchestrate your ABM tactics across email, social, ads, site experiences and more.
- Create role-based contact lists to engage each stakeholder. Identify and market to key decision makers, influencers, champions and gatekeepers at target accounts.
- Offer account-specific incentives tailored to their needs. Develop special offers and pricing for target accounts to increase relevance.
- Get customer testimonials that speak directly to accounts. Positive reviews from customers in the same industry or facing similar challenges can provide social proof.
ABM Tactics Table
You can use the following “ABM Tactics Table” to easily identify Account-Based Marketing tactics that may be a good fit for your company:
| ABM Tactics | Description | Primary Purpose | Tools Required | KPIs | Time (1-10) | Cost (1-10) |
|---|---|---|---|---|---|---|
| Target Account List (TAL) | Identify high-value accounts to concentrate ABM efforts. | Targeting | CRM, Data Analytics Tools | Number of Target Accounts Identified | 3 | 2 |
| Role-Based Contact Lists | Ensure communication is reaching the right person within a target account. | Targeting | LinkedIn Sales Navigator, CRM, Email Verification Tools | Number of Valid Contacts | 3 | 5 |
| Retargeting and Intent-Based Advertising | Tailor ads based on identified customer needs and pain points. | Targeting | Advertising Platforms, Data Analytics Tools | Ad Clicks, Leads Generated | 4 | 8 |
| Personalized Content | Create content tailored to the needs and pain points of each target account. | Engagement | Content Creation and Management Tools | Engagement Rate, Click-Through Rate | 8 | 6 |
| Content Experience Platforms | Create personalized content experiences to engage target accounts | Engagement, Lead generation | Content experience platforms like DeckLinks | Engagement time, Clicks, Conversion rates | 5 | 3 |
| Social Media Channels | Use platforms like Facebook, LinkedIn Sales Navigator, and Twitter to reach key accounts with personalized messaging | Engagement, Brand awareness | Social media platforms, Social media management tools | Engagement metrics, Conversion rates | 4 | 3 |
| Personalized Website Experiences | Tailor website experiences based on customer preferences and behavior. | Engagement | Website Personalization Tools, Data Analytics Tools | Website Engagement, Conversion Rate | 7 | 7 |
| One-to-One C-Level ABM Campaign | Build relationships with C-level executives at target accounts. | Engagement | Email Tools, LinkedIn Sales Navigator | Meetings Booked, Relationship Strength | 9 | 7 |
| Direct Mail ABM Campaign | Craft personalized direct mail to support digital ABM efforts. | Engagement | Direct Mail Services, CRM | Response Rate, Conversion Rate | 6 | 8 |
| Account-Specific Offers | Develop offers and incentives specifically tailored to target accounts. | Engagement | CRM, Email Marketing Tools | Conversion Rate, Sales Volume | 5 | 6 |
| Social Intelligence | Monitor social activity, Set alerts for changes and events at target accounts. | Measurement | Google Alerts, Social Listening Tools | Social Engagement, Sentiment Analysis | 2 | 3 |
| Customer Data Analysis | Analyze customer data to understand needs and measure ABM campaign performance. | Measurement | Data Analytics Tools, CRM | Conversion Rate, Customer Retention | 7 | 5 |
| Testimonials and Gifts | Use customer testimonials to appeal to targeted customers and send gifts as tokens of appreciation. | Measurement | CRM, Email Tools, Social Media | Customer Retention, Testimonial Usage | 5 | 7 |
| Sales and Marketing Team Alignment | Ensure sales and marketing teams collaborate and coordinate their efforts. | Alignment | Collaboration Tools, Shared Databases | Sales and Marketing Teams Alignment Score, Sales Cycle Length | 8 | 1 |
| Strategically Structuring Sales Territories | Organize and divide target accounts into territories based on specific factors. | Alignment | CRM, Sales Mapping Tools | Sales Efficiency, Sales Volume | 6 | 2 |
| Co-create Content with Complementary Brands | Collaborate with complementary brands to promote and create content that benefits both parties. | Engagement, Brand awareness | Collaboration Tools, Content Creation Tools | Reach, Engagement, Content Downloads/Shares | 6 | 4 |
| Gradual Scaling | Start with a few key accounts and gradually scale ABM efforts. | Expansion | Project Management Tools, CRM | Scale Rate, Number of Active Accounts | 8 | 2 |
| Multi-Channel ABM Approach | Leverage different channels to maximize reach and engagement. | Expansion | Multi-Channel Marketing Platform, Social Media Tools | Channel Performance, Engagement Rate | 7 | 6 |
| Customer Testimonials | Obtain testimonials that resonate with your target accounts. | Expansion | Video Tools, CRM, Social Media | Testimonial Engagement, Conversion Rate | 6 | 3 |
| Thought Leadership Videos | Create a library of videos showcasing industry knowledge and insight. | Expansion | Video Tools, Social Media | Video Views, Engagement Rate | 6 | 4 |
| Integrate Chatbots | Use AI-powered chatbots to engage with target accounts on your website | Website engagement, Lead generation | Chatbot platforms like Drift, Intercom | Chat engagement metrics, Lead generation rates | 8 | 7 |
| Invest in Influencer Marketing | Partner with influencers who can promote your brand to key accounts | Brand awareness, Reach | Influencer marketing platforms, Social media platforms | Brand reach, Influencer engagement rates | 6 | 9 |
| Personalized Cold Email Marketing | Send personalized and targeted emails addressing customer necessities and pain points | Engagement, Lead generation | Email marketing platforms like MailChimp | Open rates, Click-through rates | 5 | 3 |
| Account-Based Events | Host events catered to the target accounts. | Expansion | Event Management Platform, CRM | Event Attendance, Leads Generated | 10 | 8 |
| Public Relations (PR) | Leverage PR to enhance company credibility and build trust, boosting the overall ABM strategy | Brand awareness, Trust building | PR management tools, Media outlets | Brand reach, Sentiment analysis | 8 | 8 |
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While there are countless highly effective strategies to apply in Account-Based Marketing, it’s essential to note that there’s no such thing as the “best” ABM tactic. The effectiveness of any tactic will largely depend on your unique business context, the needs and behaviors of your target accounts, your marketing goals, and your available resources.
Just like a toolbox with diverse tools each suited for a specific job, Account-Based Marketing tactics need to be chosen and applied based on the task at hand. So, rather than seeking the “best” ABM tactics, your focus should be on adopting a flexible, data-driven approach to Account-Based Marketing that allows you to leverage different marketing tactics at different times, maximizing their effectiveness in your particular context.
In no particular order, here’s the list of Top 25 Account-Based Marketing tactics:
ABM Tactics 1/25:
Unify Sales and Marketing Teams.
You know, when it comes to playing the Account-Based Marketing game, and I mean really playing it, the key to scoring is not about how fancy your gear is. It’s about hitting the bullseye with the right technique. And trust me, you can still nail it, even if you’ve got zero bucks in your marketing kitty. Just like how the pro dart players make that sweet swoosh sound on a tight budget, with their eye on the prize, and perfect alignment.
B2B companies that have strong coordination between their sales and marketing teams experience a 24% increase in three-year revenue growth and a 27% increase in three-year profit growth.
Wondering how it works for Account-Based Marketing? Let’s break it down.
What do sharpshooters in ABM have in common with master architects?
Much like an architect designing a masterpiece, strategizing in ABM isn’t just about piling up marketing tactics. It’s about knowing what fits where. Think of it, the best architects aren’t those who can build the tallest buildings. They’re the ones who know how to create the most beautiful, functional space with limited resources.
That’s what the smartest Account-Based Marketing practitioners do. They align their sales and marketing teams to build a strong ABM strategy that makes the biggest impact. And the best part is, they do it without burning a hole in their pocket.
So, how do you create a strong ABM strategy that makes a mark, without splurging? I’ve got two words for you: Unify. Align.
Sales and Marketing Teams Alignment is the Key to ABM Success
37% of marketers struggle to obtain sufficient budget and resources for their Account-Based Marketing efforts. In addition, 32% of marketers face difficulty in aligning their sales and marketing teams, which is crucial for the success of Account-Based Marketing. 29% of marketers view customer data quality problems as a significant hurdle to overcome.
Alright, before we jump the gun, let’s clarify what sales and marketing teams alignment isn’t. It’s not just about getting your sales team and marketing folks to have a beer together. It’s a deep-rooted connection, a mix of:
- Your Brand Ethos – That’s your belief, your purpose, and your mission. The soul of your company, so to speak. It’s the spirit that drives you and your ABM team.
- Target Account Insight – Those hidden truths, unspoken needs, and the secret desires of your target accounts. The stuff that no one else bothers to understand.
The golden key here is the sweet spot where your brand ethos meets your target account insight.
Once you find this sweet spot, boy oh boy, you’re gonna create an ABM strategy that’s as beautiful and functional as a well-designed building. You know, like those amazing architects.
Don’t worry if you’re scratching your head, wondering where to start. The answers aren’t somewhere out there in some expensive Account-Based Marketing seminar. Nope. They’re right there, within you and your ABM team, and of course, your target accounts.
So start digging deeper into your company’s ethos, and get talking to your target accounts and existing customers. Before you know it, you’ll be connecting the dots, crafting a killer ABM strategy that won’t cost you an arm and a leg.
Remember, a strong ABM strategy isn’t about the money. It’s about the alignment. It’s about hitting that sweet spot, where your sales cycle and marketing efforts come together seamlessly, aiming straight for that ABM bullseye. And trust me, once you nail that, you’ll be hitting the high score, even on a shoestring ABM budget.
ABM Tactics 2/25:
Craft a Killer Target Account List (TAL).
You know, it’s funny how the simple things in life can be the most profound, right? It’s the same with Account-Based Marketing. It’s not about the whiz-bang marketing tactics or flashy tools. Nope. Sometimes, the biggest game-changer can be a simple, well-constructed list. I’m talking about a Target Account List (TAL).
Why the TAL is the Secret Ingredient in Account-Based Marketing?
Imagine you’re going on a road trip. What’s the first thing you do? You pull up your GPS and punch in your destination. That’s what a Target Account List is in the world of Account-Based Marketing. It’s your GPS. Your guiding star. The thing that keeps you from driving around in circles.
Just like how a map gets you to your holiday spot, a Target Account List takes you straight to your high-value accounts. It’s the tool that makes sure your Account-Based Marketing efforts are focused, precise, and bang on target.
The implementation of Account-Based Marketing has resulted in an average Annual Contract Value (ACV) increase of 171% for companies.
Crafting a Killer Target Account List is Easier Than You Think
Alright, let’s debunk a myth here. Creating a Target Account List isn’t rocket science. It’s not something that requires a Ph.D. or a team of data scientists. It’s actually something that anyone can do with a bit of dedication and a splash of common sense.
So, what’s the secret sauce to cooking up a Target Account List that hits the spot? Two things:
- Deep Dive Analysis: That’s your homework. Getting to know your potential key accounts like the back of your hand. Their pains, their dreams, and their needs. It’s all about being Sherlock Holmes but in the world of B2B marketing.
- Laser Focus: That’s your guiding principle. Remember, a Target Account List isn’t about adding every Tom, Dick, and Harry company out there. It’s about picking only those companies that align with your business goals. Those key accounts who you can genuinely provide value to.
Just roll up your sleeves, get your detective hat on, and start digging deep. You’ll be surprised at how much you can learn about your potential accounts. And before you know it, you’ll have a Target Account List that’s worth its weight in gold!
ABM Tactics 3/25:
Create Personalized Content.
Life is all about connections. It’s about those little moments that make us feel seen, heard and understood. That warm feeling when someone remembers your name, your birthday, or your favorite ice cream flavor. Priceless, isn’t it? Now, what if I told you that you could bring the same magic to your Account-Based Marketing efforts? That’s right. I’m talking about personalized content.
What's The Buzz About Personalized Content?
Ever received a mail that started with a “Hi {first_name}, I hope this email finds you well” and then went on to sell you something? Now, remember how you felt. Annoyed? Uninterested? Maybe even a tad bit offended? That’s exactly why generic marketing fails. It’s impersonal, off-putting, and most importantly, ineffective.
Forrester's findings reveal that personalized content is considered a crucial factor for ABM success by 56% of the marketers surveyed, while 43% perceive advanced customer data management as a key component.
Flip the coin, and you have personalized content. It’s the exact opposite. It’s like a friendly neighborhood chat. It knows your name, it knows what you need, and it respects your time. It’s about having a conversation rather than screaming a sales pitch. And that is why it works.
4x ABM Content Engagement
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Creating Personalized Content is All About Knowing Your Target Audience
So, you’re sold on the idea of personalized content. Great! Now the million-dollar question – How do you do it?
Well, it’s not as hard as it seems. The secret to a strong ABM strategy lies in truly understanding your target audience. It’s about knowing their pains, their aspirations, their challenges. It’s about figuring out how you can help. It’s about building a connection, a relationship.
Start with your Target Account List (TAL). Study it, live it, breathe it. Get into the shoes of your target audience. Understand their industry, their role, and their daily challenges. From there, create content that resonates, strikes a chord, that truly connects.
According to a survey conducted by CEB, suppliers who send personalized content to meet the specific needs of individual stakeholders are 40% more likely to be chosen by customers than those who don't.
For instance, if you’re dealing with a tech firm struggling with customer data security, don’t just talk about your state-of-the-art security product. Instead, talk about data breaches, their consequences, and how it keeps them awake at night. Then, gently weave in how your product can be their knight in shining armor.
Sounds simple, right? That’s because it is! Personalized content is all about empathy, understanding, and genuine concern. It’s about connecting heart to heart, human to human. When you’re creating personalized content, remember – you’re not just selling a product. You’re building a connection. And that’s the magic of personalized content in the world of Account-Based Marketing!
ABM Tactics 4/25:
Do Retargeting and Intent-Based Advertising.
The world of advertising is a place full of bright colors, catchy taglines, and… um, persistence? Yes, persistence! It’s like that puppy in the window you can’t help but notice, even if you’re not exactly in the market for a new furry friend. It just keeps popping up every time you stroll by the pet shop.
In the world of Account-Based Marketing, that very persistence finds its match in two incredible marketing tactics: Retargeting and Intent-Based Advertising.
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What Are Retargeting and Intent-Based Advertising?
Imagine, you’re browsing online for a brand-new pair of running shoes. You find a few you like, but you’re not quite ready to take the plunge and make a purchase. Over the next few days, you see ads for those exact shoes across different websites, even on social media. They follow you, popping up in the most unexpected places. That is retargeting in action!
Now, let’s take it up a notch with Intent-Based Advertising. Imagine you’re that tech firm from before, and you’re researching customer data security solutions (yes, that old bugbear again!). An ad platform picks up on your search habits and – voila! – you start seeing ads for the very solutions you need. It’s like someone read your mind and presented just the right options! Sounds like magic, doesn’t it?
How Retargeting and Intent-Based Advertising Work in Account-Based Marketing
Retargeting is like an ever-persistent friend who keeps reminding you of what you left behind, in the nicest possible way. It uses cookies (the internet kind, not the chocolate chip ones, unfortunately) to follow your website visitors around the web. So, when your target accounts visit your site but leave without converting, retargeting keeps you at the forefront of their minds.
Intent-Based Advertising, on the other hand, is the Sherlock Holmes of the advertising world. It analyzes online behavior, figuring the buying process and out who’s in-market for your solutions before you even reach out. It’s all about catching those buying signals – the searches, the downloads, the webinars – and turning them into personalized ads for target accounts.
The importance of intent data in shaping ABM strategies has increased among B2B marketers since 2019, with behavioral and intent signals rising from 55% to 63%.
Putting It All Together
Retargeting and Intent-Based Advertising are like two sides of the same coin – one keeps you in mind, and the other understands your mind. They’re about being there, at the right time, in the right place, with the right message. They’re about creating that ‘aha!’ moment for your target accounts, making them realize that you’re the solution they’ve been searching for.
Remember, in the world of Account-Based Marketing, it’s not just about making a sale. It’s about creating a buyer’s journey, a memorable customer experience. And with retargeting and intent-based advertising, you can do just that. So next time your target account thinks about your solution, they’ll not only remember you, they’ll feel like you’ve been with them every step of the customer journey!
ABM Tactics 5/25:
Capitalize on Direct Mail ABM Campaigns.
You’ve just returned home after a grueling day at work. Your email inbox is flooded with generic marketing messages, your social media platforms are bombarded with ads, and you can’t remember the last time you had a moment of digital peace. Sound familiar?
Just when you thought you’d seen it all, you find a package at your doorstep. It’s from a company you recently checked out, and it’s personalized, thoughtful, and tangible. It’s a breath of fresh air in an otherwise overwhelming digital world. That is the power of Direct Mail Account-Based Marketing campaigns in the realm of ABM.
Direct Mail ABM Campaigns is The Old-New Kid on the Block
Hold on a sec! Direct Mail? As in, snail mail? In this digital age? You betcha! But this ain’t your grandma’s postcard. Today’s Direct Mail ABM campaigns are all about personalization, creativity, and relevance. Think 3D models, personalized gifts, and even gourmet hampers. It’s all about getting your brand physically in the hands of your target accounts.
The Hows of Direct Mail in Account-Based Marketing
So how does one go about creating a Direct Mail ABM campaign that doesn’t end up in the recycling bin? It’s all about knowing your target audience. The message must resonate, the gift must be relevant, and your Direct Mail also has to be received at the right time. It’s like sending a birthday gift – you wouldn’t send a woolen sweater to someone living in Miami, would you?
Account-Based Marketing strategies involving Direct Mail marketing campaigns can make your brand stand out in a crowded marketplace, engage with your target accounts on a personal level, and even delight them in a way that digital marketing methods can’t. These Account-Based Marketing campaigns are all about creating memorable, tactile experiences that go beyond the screen. It’s about reaching out and saying, “Hey, we appreciate you, and we’re willing to go the extra mile to show it.”
So, the next time you’re planning an ABM campaign, why not mix it up a bit? Slide away from the screen, pull out some stationery, and bring a little bit of physicality back into the digital world. Trust me, your target accounts will thank you!
ABM Tactics 6/25:
Scale Gradually.
Think back to when you were learning to ride a bike. You didn’t just jump on a two-wheeler and start pedalling, right? Most likely, you started with training wheels, gradually getting the hang of balancing and steering. Once you were comfortable, those training wheels were removed, and voila! You were riding on your own. The same principle applies when scaling your ABM efforts. It’s all about starting slow, gaining sales momentum, and then steadily scaling up.
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The Training Wheels: Start Small with Account-Based Marketing
When first venturing into the world of Account-Based Marketing, it can be tempting to dive headfirst and go after every target account that fits your Ideal Customer Profile (ICP). But hold your horses! Starting small gives you room to learn, experiment, and fine-tune your approach.
Begin by focusing on a select few accounts. This allows you to create personalized buying experiences and marketing campaigns, and understand what works, and more importantly, what doesn’t. These early personalized buying experiences are the training wheels of your Account-Based Marketing strategy, providing a safe space to wobble, adjust, and gain balance.
63% of marketers are utilizing behavioral and intent signals. Out of these, 33% are using intent tools to predict or identify new accounts, while the remaining 30% are using standard firmographic and technographic data to inform and identify their Ideal Customer Profile (ICP).
Taking Off the Training Wheels: Gradual Scaling
Once you’re comfortable with your ABM efforts and see positive results, it’s time to take off those training wheels. Gradual scaling means slowly increasing the number of target accounts while maintaining the level of personalization and attention that Account-Based Marketing requires.
Remember, it’s not about adding more and more accounts into the mix, but rather about adding the right accounts. Your Ideal Customer Profile (ICP) is your North Star here, guiding you toward the accounts that are most likely to convert and generate revenue.
Riding the Account-Based Marketing Bike: Steady Growth
Once you’ve got the hang of it, the world of Account-Based Marketing is your oyster. As you scale, make sure you’re continuously refining your strategies, measuring results, and adjusting accordingly. Just like you’d adjust your bike’s gear based on the terrain, adjust your Account-Based Marketing tactics based on the needs and responses of your target accounts.
In the grand scheme of Account-Based Marketing, gradual scaling is about consistent growth. It’s about building on the small wins, learning from the inevitable bumps, and pedaling toward success. Start with the training wheels, and get ready to ride the exciting path of Account-Based Marketing. Trust me, the view from the top is worth it!
ABM Tactics 7/25:
Embrace Multi-Channel ABM Approach.
Imagine you’re at a concert. There’s the melodious strumming of the guitar, the rhythmic beats of the drums, and the soulful notes from the piano, all harmonizing to create a magical symphony. Each instrument, on its own, creates beautiful sounds, but when they come together, they create music that moves the soul. That is the power of a multi-channel ABM approach.
The Soloists - Individual Marketing Channels
In the realm of Account-Based Marketing, there are many ‘instruments’ or channels at your disposal. You’ve got email, a classic, like the piano, often used for personalized, one-on-one conversations. Then there’s social media, the drums of the digital world, creating noise, engaging audiences, and keeping up the pace.
Let’s not forget about events and webinars that grab the spotlight and engage target audiences directly. And, of course, content marketing, the guitar, strumming the melody of your brand’s story and values.
The Symphony - The Multi-Channel ABM Approach
Each channel, like each instrument, has its unique strengths. But the real magic happens when they work in harmony. A multi-channel ABM approach means coordinating your Account-Based Marketing efforts across different channels to engage your target accounts in a cohesive, consistent way.
Here’s how the symphony plays out. The ‘melody’ or key message starts with content marketing, telling your brand’s story. The ‘rhythm’ comes from social media, drumming up awareness and engagement. The ‘harmony’ is provided by emails, adding personalized notes that resonate with the account. Finally, events and webinars add the ‘solos’, moments of direct interaction that captivate the account’s attention.
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Conducting the Account-Based Marketing Orchestra - The ABM Marketer's Role
As a B2B marketer, you’re the conductor of this Account-Based Marketing orchestra. Your role is to ensure that each ‘instrument’ plays its part at the right time, with the right ‘tune’. The result? A harmonious symphony that captivates your target accounts, engages them meaningfully, and ultimately, leads them down the path to conversion.
Remember, it’s not about how loud each instrument can play, but about how well they can play together. And trust me, when they do, it’s music to B2B marketers ears!
ABM Tactics 8/25:
Create Role-Based Contact Lists.
If you’ve ever tried to play a game of chess without knowing the different roles of the pieces, you’ll know it’s not the most successful endeavor. You have your pawns, your rooks, your knights, your bishops, your queen, and your king. Each has its unique abilities and responsibilities. It’s the understanding and strategic use of these roles that make the game of chess what it is – intriguing, engaging, and rewarding.
Well, when it comes to Account-Based Marketing, it’s not too different. Your chess pieces? Those would be your contact lists. And just like in chess, each contact in your ABM strategy has a specific role to play. That’s where Role-Based Contact Lists come in handy.
ABM marketers encounter several hurdles in achieving their ABM goals. These challenges include inadequate information on whom to target (43%), scaling content personalization (42%), demonstrating the effects on the sales pipeline (41%), and creating personalized content for their target accounts (40%).
The Chess Pieces - Role-Based Contacts
In Account-Based Marketing, it’s essential to understand that within a target account, different contacts have different roles. You’ve got your key decision-makers, account stakeholders, your influencers, your champions, and your gatekeepers. Each plays a critical role in the buyer’s journey toward making a purchase decision.
Your key decision-makers are like your king and queen. They’re the ones with the ultimate power to make the final purchase decision. Your influencers, akin to the bishops and rooks, shape the game by influencing the decision-makers perspectives. The champions, like knights, advocate for your solution within the organization, while the gatekeepers, the pawns, can either block or allow access to the decision-makers.
The Game Plan - Role-Based Marketing
Identifying these roles and understanding their needs and pain points is your first move in this chess game. The next step is tailoring your marketing strategy to each role.
Think about it – the content that resonates with a decision-maker might not engage an influencer. The communication channels preferred by a champion might not be the same as a gatekeeper. Hence, your ABM approach should not be one-size-fits-all but customized to each role. This way, you engage each contact in a way that resonates with them, addressing their specific needs and concerns.
Checkmate - Successful ABM Strategy
Just as a chess game requires a deep understanding of the roles of each piece to win, a successful ABM strategy needs a thorough understanding of the roles within your contact list.
By adopting Role-Based Contact Lists, you’re able to tailor your Account-Based Marketing efforts to resonate with each role. It’s a more focused, more personalized, and ultimately, more successful way of executing Account-Based Marketing. It might take a bit more work upfront, but trust me, the rewards you’ll reap make it well worth the team effort.
It’s time to stop viewing your contact list as just a list and start seeing it for what it really is – a chessboard of opportunity, waiting for the right moves.
ABM Tactics 9/25:
Unleash the Power of Account-Specific Offers.
Imagine you’re in a bustling marketplace. It’s a cacophony of voices, a kaleidoscope of colors, and a whirlwind of activity. You can feel the excitement in the air, but something’s missing. Then, out of nowhere, a vendor calls out to you. Not to everyone in the market, but specifically to you. They have a deal that caters precisely to your needs. Now, that’s enticing, isn’t it?
This is the essence of Account-Based Marketing. Rather than casting a wide net and hoping to catch a few prospective customers, Account-Based Marketing is about precision. It’s about crafting an offer that resonates with a specific account, because, as with the vendor in the market, that’s what catches attention. This is where Account-Specific Offers come into play.
Target Account-Specificity
In Account-Based Marketing, we all have a common goal: to win accounts over. Now, let me ask you this – how likely are you to win someone over if you hand them a generic, one-size-fits-all offer? Not very likely, right? What you need is an offer that addresses the account’s unique needs and objectives. An offer that speaks their language. An offer that is, in essence, account-specific.
Now, these aren’t just offers thrown together in a hurry. These are well-thought-out, tailored solutions that address the account’s specific pain points, align with their business objectives, and provide them with a clear path to achieving their goals.
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Crafting Account-Specific Offers
Creating account-specific offers is a bit like piecing together a puzzle. It requires a deep understanding of your account – their industry, their challenges, their needs, and their goals. This isn’t information you can pull out of a hat. It requires research, engagement, and active listening.
Once you’ve gathered this information, the next step is to craft your offer. You need to devise an offer that not only addresses the account’s needs but also aligns with your product or offerings capabilities. It’s a delicate balance, but when done right, it’s a recipe for ABM success.
In the game of Account-Based Marketing, account-specific offers are your winning move. They show your target accounts that you understand them, that you value them, and that you’re willing to go the extra mile to cater to their needs.
When you’re strategizing for an ABM campaign, remember the vendor in the marketplace and the power of a targeted, personalized, account-specific offer. Because that’s how you win in the marketplace of Account-Based Marketing.
ABM Tactics 10/25:
Leverage Customer Testimonials.
When was the last time you’re browsing through a sea of potential vendors, unsure of who to choose, and then you see it – a glowing review from a customer who faced the exact challenge you’re wrestling with right now? Suddenly, your purchase decision doesn’t seem so daunting anymore.
There’s a sense of comfort and reassurance in knowing that someone has walked this path before and found success with this vendor. That is the power of a customer testimonial!
Why Customer Testimonials?
As we traverse the dynamic landscape of Account-Based Marketing, one fact remains clear as day – people trust people. We’re wired to value the customer experiences and opinions of others. It’s how we assess risks and make decisions. It’s why we read reviews before buying a product, and it’s why we ask for recommendations when choosing a service provider.
Customer testimonials say, “Hey, we get it. This is a big purchase decision, but don’t just take our word for it. Listen to what our customers have to say.”
Customer testimonials are essentially real-life stories of how your product or service has solved a problem, delivered value, or simply make life better for your customers. They’re not just positive reviews – they’re stories of success that resonate with prospective customers on a deeper level.
Authenticity in Testimonials is The Secret Ingredient
The power of a testimonial lies in its authenticity. It’s not a sales pitch; it’s a candid story of a buyer’s journey with your product or service. This authenticity, this raw, unfiltered insight is what makes testimonials so impactful.
In the world of Account-Based Marketing, customer testimonials are your secret weapon. They not only build trust and credibility but also help you stand out in a crowded marketplace. They humanize your brand, highlight your strengths, and, most importantly, they speak directly to your target accounts.
So, how do you leverage customer testimonials in Account-Based Marketing? The key is to tailor your testimonials to your target accounts. If you’re targeting key accounts in a specific industry, showcase testimonials from customers in that industry. If your target accounts have specific challenges, highlight testimonials that show how you’ve overcome those challenges.
Testimonials Speak Louder Than Sales Pitches
Remember, a well-crafted customer testimonial can speak volumes about your product or service. It’s the voice of your customers, and in the world of Account-Based Marketing, there’s nothing quite as powerful as that. So get chatty with your customers, and start collecting those testimonials. Trust me, the impact will be worth every bit of effort!
ABM Tactics 11/25:
Dive into the World of Customer Data Analysis.
I often find myself at the crossroads of art and science when it comes to Account-Based Marketing. While the art lies in crafting personalized messages and engaging with key accounts, the science? Well, that’s where customer data analysis can help and paint a picture that’s as detailed as it’s insightful. And boy, does it make a difference!
The Role of Customer Data Analysis in Account-Based Marketing
Customer data analysis, in the Account-Based Marketing context, isn’t just about crunching numbers and spitting out reports. It’s about uncovering insights, illuminating patterns, and essentially, getting to know your accounts inside and out. It’s about harnessing the power of data to inform your ABM strategy and to make decisions based on concrete facts rather than hunches.
Now, you might be thinking, “That sounds like a lot of work!” And you’d be right, customer data analysis does require a solid investment of time and team effort. But here’s the thing – the rewards it reaps are well worth it.
It was found that different B2B marketers use various factors to measure the success of their ABM programs. 60% measure the success based on the number of net-new accounts that get engaged. The other factors include the number of qualified accounts (52%), contribution to pipeline revenue (50%), and win rate (50%). Additionally, 46% of marketers measure success based on pipeline velocity, while 41% measure it based on account engagement score.
Why Customer Data Analysis is a Game-Changer in Account-Based Marketing
Let’s cut to the chase. In Account-Based Marketing, your focus is narrowed down to a select group of targeted accounts. These highly targeted key accounts are your bread and butter, your VIPs. Now, wouldn’t you want to offer these VIPs a highly personalized, laser-focused personalized buying experiences? Of course, you would. And customer data analysis is your ticket to making this happen.
By diving into your customer data, you can unearth insights about your key accounts – their pain points, their needs, their preferences, and their behaviors. You can understand what makes them tick, what keeps them up at night, and what solutions they’re longing for. Armed with this knowledge, you can tailor your Account-Based Marketing campaigns to resonate with these specific accounts on a deep, personal level.
A recent study found that 41% of marketers consider lifetime customer value and account financial information as the top two important customer data points to collect and monitor for account-based marketing (ABM). Additionally, 40% of marketers view engagement history as a crucial factor to track.
Strategizing with Customer Data Analysis
So, how do you go about it? Start by gathering customer data from multiple sources – CRM systems, social media, website analytics, third-party research, and so on. Next, analyze this data to identify patterns and trends. Are there common pain points across your key accounts? Are there certain solutions they’re particularly interested in?
Once you’ve got a clear picture, use these insights and customer data to build your ABM strategy. Remember, the goal is to create a customer experience that’s as personalized and relevant as possible for your key accounts. And data analysis is your guiding star in this endeavor.
In the grand scheme of Account-Based Marketing, customer data analysis is not a luxury, but a necessity. It’s the compass that guides your ABM ship, ensuring that your efforts hit the mark every single time.
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Written by Lidia Vijga
ABM Tactics 12/25:
Strategically Structure Sales Territories.
In the vibrant, fast-paced realm of Account-Based Marketing, I often find a striking parallel with a chessboard. Sales territories are the squares, and your dedicated sales force – the knights and bishops. It’s not merely a numbers game; it’s a grand strategy requiring tactical brilliance and precision.
But, let’s step back a moment. Just what makes strategic territory structuring such an essential piece in the Account-Based Marketing puzzle?
Purposeful Territory Structuring is The Account-Based Marketing Game-Changer
In the Account-Based Marketing landscape, randomness is the nemesis. It’s all about identifying your key accounts – the real kingpins in your market – and strategically assigning them to your most capable sales reps. This way, you ensure that each target account gets the dedicated attention it deserves, thereby skyrocketing your chances of landing that coveted deal.
But let’s not run before we can walk. How do we define a ‘strategic territory structure’?
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The Account-Based Marketing Devil is in the Details
It’s all about ensuring that your sales team members’ territories align perfectly with your business goals. So, break the ice with your sales team. Understand their strengths, their unique skills, and their areas of expertise. Then, and only then, match them with key accounts that can benefit from these specific skill sets.
Real-Life Example of Account-Based Marketing Strategy
One of our clients – a fintech company – wanted to infiltrate the hyper-competitive fintech market. But they didn’t have the luxury of an abundant marketing budget or a vast sales team.
Instead of despairing, they embraced the ABM strategy, meticulously structuring their sales teams work territories. By matching their sales reps with key accounts based on industry knowledge and relationship-building skills, they ensured a perfect fit. It was like watching a master chess player at work, every move designed to corner the opponent and win the game.
Their result? A significant uptick in conversions, culminating in a successful market penetration – all achieved without stretching their limited resources thin.
Strategically structuring sales and marketing teams territories isn’t merely about geographical divisions or random assignments. It’s about understanding your target market, your ABM team, and your business goals. It’s about ensuring your knights are perfectly poised to keep the king safe. In the game of Account-Based Marketing, that’s checkmate.
ABM Tactics 13/25:
Create One-to-One C-Level ABM Campaign.
Experienced B2B marketers always keep their eyes on the prize. Their secret weapon? One-to-One C-Level ABM Campaign. It’s like finding the secret door in a labyrinthine castle – once unlocked, a world of opportunities awaits. So, what’s the skinny on this?
The Power of C-Level Connections
Think about this. You’re at a buzzing cocktail party. The music is loud, the chatter is louder. And amidst the cacophony, you spot a familiar face. Someone you respect, someone you’d like to connect with. You make a beeline for them, don’t you?
One-to-One C-Level ABM Campaign in Account-Based Marketing follow the same principle. They’re about rising above the crowd, reaching out directly to C-Level executives, and cutting through the noisy marketplace. By building relationships with the decision-makers, you’re establishing a direct line to the top.
I’ve got a tale that will shed some more light on this.
One of our clients decided to pivot towards an ABM approach, they had a clear vision: to penetrate Fortune 500 accounts. But traditional marketing tactics were falling flat, the decision-makers were just out of reach.
Instead of feeling like they’d hit a wall, they flipped the script. They embarked on an audacious journey to create personalized, one-to-one Account-Based Marketing campaigns targeting C-Level executives using DeckLinks. Their ABM marketing team left no stone unturned, crafting messages and personalized content that were both engaging and addressed the executive’s specific business needs.
The results? A direct line to the top decision-makers, improved target account penetration, and stronger relationships that fostered mutual growth.
Why One-to-One C-Level ABM Campaigns Matter
One-to-One C-Level ABM Campaigns is a leap of faith. They’re about believing in your value proposition and presenting it to the decision-makers directly. It’s not just about making sales – it’s about establishing relationships that go the distance.
The bottom line? In Account-Based Marketing, targeting C-Level executives through personalized campaigns isn’t just a strategy; it’s the royal flush in your hand. Don’t be afraid to play it!
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Written by DeckLinks Team
ABM Tactics 14/25:
Create Personalized Website Experiences.
Imagine, you walk into a store and the shop assistant greets you by name, showing you items based on your preferences, sizes, and past purchases. It’s like they’ve read your mind, right? In the whirlwind world of Account-Based Marketing, this level of personalization isn’t limited to brick-and-mortar. It’s alive and well in the digital realm, thanks to Personalized Website Experiences. So, what’s the low-down on this?
The Shift Towards Digital Empathy
It’s no secret that we live in an age of personalization. From our social media feeds to the ads we see, everything is tailored just for us. The reason? Simple. Personalized Website Experiences make us feel seen, heard, and valued. They’re the digital equivalent of a friendly shop assistant who knows just what you need.
Working like a well-oiled machine, an ABM team can craft individualized landing pages, displaying personalized content based on the visitor’s industry, company size, and role. Personalized Website Experiences aren’t just about changing the visuals or the copy; they are about creating an interactive, engaging, and personalized environment that resonates with the website visitors.
What impact can you expect by implementing Personalized Website Experiences? A boost in time spent on the site, increased engagement rates, and an uplift in inbound leads and conversions.
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Why Personalized Website Experiences Matter
The bottom line is this. In a world where people are bombarded with impersonal, generic content, Personalized Website Experiences offer a breath of fresh air. They’re the digital handshake that says, “We know you, we understand you, and we value you.”
In the Account-Based Marketing landscape, where building relationships is key, Personalized Website Experiences are the secret sauce that can propel the buyer’s journey from interest to conversion. Don’t just make a digital impression, make a personalized one!
ABM Tactics 15/25:
Boost Engagement with Content Experience Platforms.
Do you remember those days when you’d walk into a library, searching for that one book you needed among thousands of others? No signposts, no guidance, just rows and rows of books. Pretty daunting, right? Now, translate this scenario to the digital world, where instead of books, you have content. Thousands of blog posts, whitepapers, infographics, and videos – all waiting to be discovered. But how do you make sense of it all? Content Experience Platforms of course!
Diving into the Account-Based Marketing Content Ocean
Think of it this way. A Content Experience Platform is like your personal librarian in the digital world. It doesn’t just store content; it categorizes, personalizes, and serves it to your target audience in an engaging and easily digestible way. It’s the difference between having a map or wandering aimlessly in the content jungle.
An ABM team can churn out top-notch content but then struggle to get it into the hands of their target accounts. The problem may not be the content quality but the delivery method. The solution? A Content Experience Platform.
With a Content Experience Platform like DeckLinks, an ABM team can segment its content based on the target accounts industry, role, and interests. It isn’t just about serving valuable content; it is about creating an interactive, personalized buyer’s journey that resonated with each individual prospect or client.
And the result? The target accounts spend more time engaging with personalized content, resulting in higher conversion rates.
ABM marketers are expanding their toolkits to gain more knowledge about their potential customers. Approximately 50% of marketers use measurement and reporting tools, while 44% use engagement and intent monitoring tools. Marketing campaigns execution and orchestration tools are used by around 35% of marketers.
4x ABM Content Engagement
Enhance PDFs with Video-narrations, CTAs, and Content Hubs. Share links with real-time controls. Access analytics. Learn more.
Why Content Experience Platforms Are the Next Big Thing
Here’s the big picture. In Account-Based Marketing, where every touchpoint matters, a Content Experience Platform ensures that your content is not just seen but experienced. It helps you cut through the noise and connect with your target accounts on a deeper level.
Content Experience Platforms like DeckLinks are more than just content repositories. They’re the tool that can elevate your Account-Based Marketing game, transforming your content strategy from hit-and-miss to the bullseye.
ABM Tactics 16/25:
Co-create Content with Complementary Brands.
Have you ever tried to move a sofa alone? No matter how strong you are, it’s a strenuous task. But bring a friend into the picture, and suddenly it’s manageable, even fun. Now, translate this scenario to the Account-Based Marketing world. More often than not, we’re trying to move that metaphorical sofa alone. We create personalized content, and promote it, hoping to reach our target accounts. It’s a heavy load to bear alone. But what if we could share this load? Enter the tactic of co-creating content with complementary brands.
A Collaborative Account-Based Marketing Approach
The idea is simple yet powerful. Find a brand that shares your target audience but isn’t your competitor. Collaborate with them to create content that’s valuable for both your audiences. It’s not about diluting your brand; it’s about amplifying it through strategic collaboration. It’s a win-win situation: You extend your reach, create ad campaigns that offer more value to your specific audience, and foster strong relationships within the industry.
Real-Life Example of Account-Based Marketing Strategy
Let me illustrate this with a real-life example: DeckLinks, a SaaS company, offers Account-Based Marketing solutions for B2B companies. On the other hand, Duane M. Dufault, a well-known consultant to founder-led sales teams. Although we operate in the same industry, we are not direct competitors. Instead, we serve the same target audience with complementary services.
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So we decided to collaborate and created a comprehensive guide on founder-led sales outlining a step-by-step guide to streamlining founder-led sales processes. The guide, distributed through both of our channels, was a roaring success. It provided immense value to our target audience, positioning both DeckLinks and Duane M. Dufault as industry leaders. Most importantly, it opened up opportunities for cross-promotion and co-selling, bolstering both of our ABM strategies.
The Magic of Collaborative Content Creation
This is the power of co-creating content with complementary brands. It’s like hosting a party where both you and your partner invite your friends. You not only get to meet new people but also strengthen relationships with existing customers. And in the world of Account-Based Marketing, where relationships reign supreme, this can make all the difference.
Co-creating content is about acknowledging a simple truth: You don’t have to move that sofa alone. Share the load, collaborate, and watch your ABM efforts start paying dividends.
ABM Tactics 17/25:
Consider Account-Based Events (ABEs).
Events and networking have always been staples in the business world. Welcome to the world of Account-Based Events (ABEs), a strategic approach that can amplify your ABM efforts without burning a hole in your pocket.
The Game Show Analogy
To illustrate this, let’s take a trip to a classic game show scenario. Suppose you’re a contestant on a game show, and you have to pick a door to win a grand prize. The host, who knows what’s behind each door, gives you a clue. Now, your chances of winning become considerably higher.
In the business world, your target accounts are the grand prizes, and Account-Based Events are the game show hosts, providing invaluable clues in the form of direct interaction and feedback.
The "Big Idea" for Account-Based Events
So, what’s our “Big Idea” for successfully orchestrating Account-Based Events without a crazy budget?
Here it is, and it’s not as elaborate as you might think. The “Big Idea” revolves around two key components:
- Your Ethos – Your commitment to genuinely understanding and solving your target accounts challenges.
- Customer Insight – A deep understanding of your target accounts needs, pain points, and preferences.
The “Big Idea” is the perfect blend of your commitment and these insights, creating a strong foundation for a successful Account-Based Event strategy.
Think of it this way. If you’ve ever seen the game show ‘Jeopardy!’, you’d recall how the contestants don’t just rely on their knowledge but also on understanding the game’s dynamics. The successful ones strategically choose their categories and use their insights about the host and the game to their advantage.
Similarly, in the world of Account-Based Marketing and Account-Based Events, the answers don’t lie with event organizers or marketing agencies. They lie with you and your target accounts. And the good news is, you don’t need a massive budget to access these answers.
Account-Based Event Example
Let’s explore a real-life example. Consider a B2B fintech startup embracing the power of Account-Based Events. Their ethos is to make financial management accessible for all businesses. They understand that their target accounts, primarily small businesses, often felt alienated in traditional finance events.
Here comes their “Big Idea”: Creating inclusive, accessible financial discussions for small businesses.
They can execute this by hosting budget-friendly, digital round-table discussions, panel talks with industry experts, and Q&A sessions addressing the finance questions that small businesses often hesitate to ask. This Account-Based Event approach can resonate with their target accounts, bridging the gap between the finance world and small businesses without incurring exuberant event costs.
Your Account-Based Marketing approach isn’t about flashy, high-budget marketing tactics. It’s about meaningful, strategic actions that resonate with your target accounts. And in this endeavor, Account-Based Events can be your winning strategy.
ABM Tactics 18/25:
Record Thought Leadership Videos.
ABM marketing teams often wrestle with the question of how to differentiate their brands in the eyes of key accounts. How to step beyond the confines of the typical marketing playbook to make a meaningful impact? Well, here’s a trick that savvy ABM marketers have tucked up their sleeves – the use of thought leadership videos.
Yes, you heard it right. Thought leadership videos, are a concept as exciting as developing a new product feature in your tech startup. Similar to the way skilled developers craft features that bring value to the valuable customers, smart B2B marketers harness the power of thought leadership videos to engage key accounts. These videos carry the potential to underscore your brand ethos, represent your mission, and demonstrate your unique value proposition – all at once!
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Written by Lidia Vijga
Creating a Thought Leadership Video
Creating a thought leadership video does not require you to burn a hole in your pocket with extravagant production costs. Much like the “Big Idea” in marketing, it’s about intertwining your brand ethos with the real-world problems your key accounts face. What matters is the message and its delivery, not the production value.
Account-Based Marketing Strategy Example
For example, if you’re an ABM marketer for a tech solution that enhances customer data privacy. Your ethos? You firmly believe in an internet where customer data isn’t mishandled or misused. Now, take this belief and tie it to a challenge your target account might be facing, say GDPR compliance. Voila! You’ve got a compelling story to tell through your thought leadership video. A story that positions your brand as an advocate for customer data privacy and connects directly with the pain points of your key accounts.
Once you venture into the territory of thought leadership videos, remember this, just like a developer building a new feature, your focus should be on maximizing impact rather than complicating the process. Simplicity is key. Use relatable language, authentic stories, and credible voices from within your organization.
And remember, the return on investment for a thought leadership video is not just an increase in account and customer engagement, but a ripple effect that solidifies your position as a leader in your field. This enhances your brand’s reputation, which in turn can lead to customer retention and even transform loyal customers into brand advocates.
Dive deep into your ethos, understand your target accounts, and craft a narrative that connects the two. That’s the secret sauce of creating thought leadership videos in Account-Based Marketing strategy. It’s an exciting journey that has the potential to transform your brand!
ABM Tactics 19/25:
Integrate Chatbots in Your ABM Strategy.
In the realm of Account-Based Marketing, the aim is not to cast the widest net but to catch the biggest fish. To do this, personalization is the hook you need. And in our fast-paced digital world, a well-integrated chatbot might just be your secret weapon.
The Power of Chatbots in Account-Based Marketing
Think of chatbots as the most responsive member of sales and marketing teams, without the coffee breaks. Just as skillful software developers would build a tool to automate a tedious task, savvy B2B marketers can harness chatbots to automate personalized interactions with key accounts. In essence, you’re providing a tailored customer experience for your target accounts without stretching your resources thin.
The process of integrating a chatbot is much like building a new product feature. It requires a clear understanding of your target audience, and your company’s mission and ethos. The real trick here is to embed these elements into your chatbot’s design, making it an extension of your brand personality.
Account-Based Marketing Strategy Example
So, imagine you’re an ABM marketer for a customer service solutions company. Your ethos? Providing top-notch customer service that makes businesses thrive. Your target accounts are grappling with providing timely customer support due to limited resources. Here’s where you can showcase a chatbot, offering 24/7 customer service, and freeing up their sales and marketing teams to focus on more complex issues.
But don’t let the techy nature of chatbots intimidate you. Integrating chatbots into your ABM strategy doesn’t require you to break the bank. In fact, it’s an investment that can lead to a significant uptick in your key accounts engagement with your brand and the overall customer experience.
The magic happens when you realize the true power of chatbots. It lies not just in providing a quick response but in the ability to personalize communication at scale. Your chatbot can be programmed to recall customer history and make tailored suggestions.
Integrating chatbots is all about setting the stage for meaningful interactions with your key accounts. It’s not merely about being there, but about being the right voice at the right time.
ABM Tactics 20/25:
Invest in Influencer Marketing.
When you’re mapping the landscape of Account-Based Marketing, an unexpected peak can appear on the horizon – influencer marketing! An unusual peak, indeed, but climbing it can offer some of the best views. Trust me, as someone who’s ventured into the Account-Based Marketing jungle and climbed the influencer peak, the view is worth the effort.
Understanding Influencer Marketing in ABM Tactics
Influencer marketing is grounded in trust, authenticity, and connection. But here’s the trick: the influencer’s audience trusts them, not you. So, your mission, if you choose to accept it, is to leverage this trust to forge a bond with your target accounts.
Now, hold on a minute, I hear you say, influencer marketing sounds like it’s designed for consumer brands with deep pockets. Well, that’s a common misconception. The reality is far from it. Just like skilled developers choosing which features to build based on their impact and feasibility, smart B2B marketers recognize that influencer marketing is about relevance and engagement, not just reach and followers.
Choosing the Right Influencer for Your Account-Based Marketing Tactics
Let’s talk about how to choose the right influencer for your ABM strategy. Consider them as a potential ABM team member. Does their ethos align with yours? Do they speak to your target accounts? If your answer is ‘yes’, then congratulations, you’ve found a potential match!
In the Account-Based Marketing landscape, influencers are akin to customer insights – they provide a deeper understanding of your target accounts. Their content, audience engagement, and follower demographics are all valuable nuggets of information that can help you tailor your ABM approach and stand out from the competition.
Investing in influencer marketing isn’t about throwing money at someone with a large follower base and hoping for the best. It’s about finding a voice that resonates with your target accounts, someone who understands your mission and can weave your value proposition into their narrative.
The Potential Impact of Influencer Partnerships in ABM Strategy
I’ve witnessed first-hand how a strategic influencer partnership can revolutionize an ABM strategy. One of our clients teamed up with a well-known LinkedIn influencer who shared their vision. Not only did the company see an uptick in engagement from their target accounts, but the sales team also managed to start insightful conversations around their offerings, effectively turning a marketing strategy into a two-way communication channel.
This move doesn’t have to cost a fortune, but the returns can be immense. Influencers can bring in more signups, help retain existing customers, and even convert users into loyal customers and brand advocates – all without requiring a substantial ad spend. It’s an investment, sure. But in the right hands, it could be a game-changer.
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ABM Tactics 21/25:
Warm Up Your ABM Strategy with Personalized Cold Emails.
Okay, let’s get real for a second – cold email marketing has a bad rep, does it? Unsolicited emails are often seen as the bothersome fly of the business world, buzzing around, largely ignored, and, at times, downright annoying.
But what if I told you there’s a way to morph that pesky fly into a beautiful, engaging butterfly? Yep, you guessed it – it’s all about personalization. Much like that brilliant project manager who knows how to optimize resources for maximum impact, an Account-Based Marketing genius knows how to turn a generic cold email into a personalized conversation starter.
Defining a Personalized Cold Email Marketing
Now, before we dive in, let’s get something straight: a personalized cold email marketing is not about just slapping the recipient’s name at the top. It’s much more than that. It’s about combining your company ethos with deep insights about your target account.
Defining The "Big Idea" in Cold Email ABM Strategy
Just like in the world of advertising where the “Big Idea” comes from understanding the brand and the target audience, in Account-Based Marketing, the “golden ticket” in your cold email marketing strategy lies in understanding the specific pain points and objectives of your target account.
What we’re aiming for here is a “Big Idea” – something that doesn’t merely fill the recipient’s inbox but gives them pause, sparks curiosity, and propels them to action.
So how do you do that? Where does this “Big Idea” come from?
Here’s the secret sauce: It comes from understanding your existing customers and prospective customers better than they understand themselves. It means diving deep into your ideal customer profile, looking beyond the surface-level demographics, and uncovering what really keeps them up at night.
Connecting Your Company Ethos with Customers' Needs
Once you have this down, it’s all about connecting their needs and desires to your company ethos. Are you both looking to disrupt traditional paradigms in your industry? Do you share a common mission to make the world more sustainable? Whatever it is, it’s about making that connection in your cold emails and showing your target accounts that you’re not just another company looking to make a quick sale, but a potential partner that shares their vision.
The Impact of Personalized Cold Emails in Account-Based Marketing
A well-crafted, personalized cold email is, in essence, an extension of you – it represents your beliefs, your commitment, and your understanding of your customer’s world.
In the realm of Account-Based Marketing, well-executed personalized cold email marketing campaigns don’t just increase sign-ups, they could potentially help retain existing customers, foster loyalty, and even create brand advocates – all on a shoestring budget.
In the grand scheme of things, it’s not just about getting a foot in the door – it’s about opening the right doors. So the next time you’re drafting a cold email, remember: a bit of personalization can go a long way.
ABM Tactics 22/25:
Use Public Relations (PR) in Your ABM Strategy.
Just like a well-plotted novel with twists and turns, an epic journey that begins with a single step or a symphony that stirs the soul, Public Relations (PR) is, at its heart, about storytelling. It’s about weaving a compelling narrative around your brand that not only attracts but captivates your target accounts.
PR for Small and Big Businesses Alike
PR isn’t just for big corporations with vast budgets. It’s a tool that’s equally powerful, if not more so, for companies operating on a shoestring budget in the domain of Account-Based Marketing.
The key to successful PR lies in tying together two strands:
- Your ethos – the beliefs and values at the core of your brand.
- Customer insights – a deep understanding of your target accounts.
Much like the “Big Idea” in marketing, a powerful PR narrative emerges from the confluence of these two elements.
Leveraging PR in Your ABM Tactics
So, how do you leverage PR effectively?
It all starts with a narrative. When I say narrative, I’m not talking about a dry, bland statement of facts. Rather, it’s a story that’s rooted in your brand’s ethos, your raison d’être, while also speaking directly to your customer’s most deeply felt needs and aspirations.
Remember, companies are, at their core, an extension of their founders. As such, your PR narrative should also be a reflection of your passion, your drive, and your commitment. It’s not just about what you do, but why you do it.
Real-Life Example of Account-Based Marketing Tactics
Let’s take an example from my own experience. My B2B company, DeckLinks, was founded on the belief that personal characteristics, like empathy and understanding, could revolutionize B2B sales and marketing. Our PR narrative revolved around this core ethos, portraying us not just as a tech provider, but as champions of a more human approach to B2B sales and marketing.
This narrative resonated deeply with our target accounts, who were tired of the depersonalized, transactional nature of traditional B2B sales and marketing.
Crafting this narrative wasn’t a one-and-done deal. It required deep introspection on our part and a keen understanding of our customers. We had to ask ourselves tough questions and be prepared to answer even tougher ones from our target accounts.
Once you’ve crafted your narrative, the next step is to propagate it. This could be through press releases, guest articles, or speaking engagements at industry events. The goal of this Account-Based Marketing strategy is to make sure your narrative reaches your target accounts. Remember, PR isn’t just about getting your name out there. It’s about establishing your brand as a thought leader, a trendsetter, and a disruptor.
Effective PR doesn’t require a heavy investment. Rather, it needs a compelling narrative, strategic dissemination, and, above all, a genuine connection with your target accounts. It’s a powerful way to enhance your ABM efforts, driving brand awareness, customer retention, and advocacy, all without breaking the bank.
Account-Based Marketing is an unsung hero quietly orchestrating successes from behind the scenes. It’s not flashy tech or hefty budgets. Rather, it’s a subtle quality that’s often undervalued, yet holds the key to unlocking profound insights and driving genuine connection. It’s what I call “Social Intelligence.”
Understanding Social Intelligence in Account-Based Marketing
The most effective ABM strategy isn’t always the one with the most bells and whistles. Instead, it’s about tuning in to the subtle signals, asking the right questions, and truly understanding your target accounts.
What does Social Intelligence Mean in the Context of ABM?
It’s about recognizing the threads that connect your brand’s ethos with the pain points, aspirations, and nuances of your target accounts. It’s about acknowledging that your company, much like a living, breathing entity, is an extension of you as the founder, and finding ways to authentically connect that ethos with your customers.
Let me share a personal example. As a co-founder of a B2B SaaS startup, DeckLinks, our mission is to make B2B sales and marketing more human. At our core, we believe that personal characteristics like empathy and understanding outweighed everything else. So, the “Big Idea” – the connection between our ethos and our customers’ needs – revolved around humanizing the sales process.
Now, this idea didn’t just appear out of thin air. It was born out of social intelligence – our ability to empathize with our customers, understand their frustrations with impersonal B2B sales and marketing tactics and visualize how our values could offer a solution.
The Power of Introspection and Interaction
In essence, social intelligence in Account-Based Marketing is about two things: introspection and interaction.
Introspection involves digging deep into your own beliefs and understanding how they shape your company’s mission. It’s about defining the ‘why’ behind what you do and being transparent about it.
Interaction, on the other hand, involves connecting with your customers on a human level. It means moving beyond demographics and firmographics to understand what really makes your prospective customers tick. It’s about listening, asking questions, and piecing together insights to understand your target accounts better.
From my experience, companies with high social intelligence are the ones who succeed in Account-Based Marketing. They’re able to create sales and marketing strategies that resonate deeply with their target accounts, build relationships that endure, and drive sustainable growth – all without resorting to grand spending.
ABM Tactics 24/25:
Combine Testimonials and Gifts.
As an ABM marketer, you’ve gone through the painstaking process of identifying, nurturing, and delighting your key accounts. Your marketing efforts have created impressive results, with new partnerships and deals. But how do you maintain this momentum? How do you transform these relationships into long-term partnerships that continually generate leads and drive growth for your business?
The Power of Gifts in Account-Based Marketing
Gifts is another aspect that can truly distinguish your ABM strategy, an aspect that is often overlooked.
I’ve had my fair share of trials and tribulations with ABM strategies. In the constant pursuit of proving ROI, mapping out buyer’s journey, and juggling multiple sales and marketing channels, the simplicity of a thoughtful gift can easily be overlooked. Yet, it is precisely this overlooked factor that has the potential to elevate your ABM efforts from good to unforgettable.
Gifts, in the context of Account-Based Marketing, are not about showering your clients with pricey and extravagant items. Rather, they’re a heartfelt token of appreciation, a tangible display of the care you’ve invested in understanding and serving your customer.
In a world where inboxes are overflowing with templated sales and marketing content, a well-thought-out gift can make a lasting impression. And no, it doesn’t have to break your budget. In fact, the most meaningful gifts are rarely the most expensive ones. They’re the ones that reflect your understanding of the recipient’s needs and desires.
You can start by sending personalized gifts to your key accounts during the holiday season. They don’t have to be grand gestures or lavish giveaways. Rather, it’s about finding unique, relevant gifts that resonated with each target account. For example, you can send eco-friendly office supplies to a company that is passionate about sustainability or productivity tools to a time-strapped C-suite, each gift was a reflection of our understanding and appreciation of our customers.
The Impact of Thoughtful Gifts
Well-thought-out gifts aren’t just physical items, but they are bridges that connect you to your key accounts on a deeper, more personal level. In the grand chessboard of Account-Based Marketing, a thoughtful gift could just be the master move that sets you apart from your competitors.
ABM Tactics 25/25:
Leverage Social Media.
Savvy sales and marketing teams have come to appreciate the intrinsic power that social media holds within an Account-Based Marketing framework. It’s more than just another channel for broadcasting messages. It’s a living, breathing entity that allows for real-time engagement, personalized interaction, and deep insight into your target accounts.
Like the beating heart of a great city, social media is where your customers live, express, interact, and make decisions. This dynamism is what makes the social media engagement for such a compelling platform for Account-Based Marketing. By actively listening and engaging, you can learn more about your key accounts, create personalized interactions, and position your brand in a way that resonates with them.
What are the Best Social Media Channels for Account-Based Marketing?
Consider LinkedIn – a powerhouse for B2B interactions. Here, you can follow your key accounts, engage with their posts, share quality content, and send personalized messages. This helps you build a brand narrative that aligns with the ethos of your key accounts, while also making you more visible in their networks.
When reaching out to individuals interested in your industry or offerings, it’s a great idea to start conversations with those who actively engage with content relevant to your offerings. You can easily discover such posts by using LinkedIn hashtags. To begin, show your support by liking their content or comments. This helps them become familiar with you. Once you’ve established that connection, feel free to strike up conversations and engage them further.
Similarly, Twitter provides real-time insights into the current thoughts, discussions, and concerns of your target accounts. It’s like being at a party where everyone’s thoughts are floating above their heads. You can tap into these conversations, provide value, and position yourself as a thought leader.
Let’s not forget the power of platforms like Instagram and Facebook. They might seem more B2C-centric, but with the right approach, they can provide rich visual narratives that further engage your target accounts.
The Transformative Power of Social Media
In my own Account-Based Marketing journey, I’ve seen the transformative power of social media. We don’t just broadcast our messages, we build relationships. We celebrate customer wins, share customer testimonials, and address customer concerns. We joined the conversations that mattered to our customers, and that made all the difference.
In the grand scheme of Account-Based Marketing, social media isn’t just another checkbox to tick. It’s a vast landscape filled with opportunities to engage, understand, and serve your key accounts better. By leveraging social media in your ABM strategy, you’re not just being seen, you’re becoming part of your customer’s world.
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Written by Lidia Vijga
Conclusion
Account-Based Marketing doesn’t rest on a single approach or one-size-fits-all methodology. Like a finely tuned symphony, it’s the harmonious interplay of diverse instruments, each one vital in creating the enchanting melody that captivates your target accounts.
In the vast and intricate world of ABM, your Account-Based Marketing strategy, should reflect the ethos of your company, your understanding of your ideal customers, and the unique dynamics of your industry. Whether it’s leveraging social media, embracing the power of personalized emails, employing video tools, or crafting highly targeted events, the art, and science of Account-Based Marketing lie in knowing what tactic to apply, when, and how.
Let’s not forget, Account-Based Marketing isn’t merely about broadcasting your message but about having a meaningful dialogue. By listening to your customers, addressing their needs, and providing value, you build a strong relationship, and that’s the crux of effective Account-Based Marketing strategy.
If you’re just starting on the path of Account-Based Marketing, it may seem like a daunting journey filled with challenges and complexities. But armed with the right marketing tactics and an unwavering focus on your target accounts, you will not only navigate this landscape but also leave a trail for others to follow.
Remember, the essence of ABM is the ‘A’ – accounts. Your customers are more than just statistics on a sales chart; they’re real people with unique needs, aspirations, and challenges. Connect with them on a personal level, build relationships, and you’ll find that your brand isn’t just another name in the market – it becomes a trusted partner and advisor.
Account-Based Marketing isn’t just a marketing strategy, it’s a commitment to understand and serve your customers better. Execute with empathy, purpose, and a dash of creativity, and you’ll unlock a world of opportunities to engage, retain, and grow your key accounts!
FAQs
What are the most effective account-based marketing tactics?
Most effective ABM tactics include account list building, account-based advertising, targeted content campaigns, account-based PR, intent data monitoring, account-based events, and predictive analytics to identify key accounts. ABM requires cross-functional alignment, quality account data, and personalized messaging.
How can B2B marketers get buy-in for an ABM program?
To get buy-in, highlight ABM benefits like increased deal sizes, accelerated sales cycles, and higher ROI. Showcase ABM success stories from industry peers. Start small with pilot programs focused on key accounts. Measure results and showcase value. Educate colleagues on ABM. Align programs to revenue goals.
What technologies are most important for Account-Based Marketing?
Important ABM technologies include account list building tools, predictive analytics, intent monitoring, marketing automation platforms, CRM, targeted ad platforms, and video software. Prioritize technologies that enhance account data, identification, personalization, segmentation, orchestration and measurement.
What skills are most important for account-based marketers to develop?
Important skills include stakeholder alignment, account selection, data analysis, cross-channel orchestration, campaign personalization, storytelling, executive engagement, and sales enablement. ABM also requires a customer-centric mindset, technical aptitude, critical thinking and creativity.
Why should B2B brands use ABM tactics?
B2B brands should use ABM tactics because they enable precise targeting of high-value accounts, aligning sales and marketing efforts for better lead quality, and ultimately, increased revenue generation through personalized strategies.
What are some fundamental ABM tactics?
B2B brands should use ABM tactics because they enable precise targeting of high-value accounts, aligning sales and marketing efforts for better lead quality, and ultimately, increased revenue generation through personalized strategies.
How to effectively segment target accounts?
Effectively segmenting target accounts in ABM involves using firmographics, technographics, and past interactions to identify ideal customer profiles. By analyzing these factors, you can tailor your marketing strategies for precise targeting and improved ABM KPIs.
How to prioritize accounts for ABM?
Prioritizing accounts for ABM involves assessing revenue potential, fit with your offering, and engagement levels. By ranking accounts based on these criteria, you can allocate resources effectively and focus on those with the highest potential for achieving ABM KPIs like increased revenue and customer retention.
How to measure ROI for ABM campaigns?
Measuring ROI for ABM campaigns involves tracking revenue generated, customer acquisition costs, and Customer Lifetime Value. These key performance indicators (KPIs) help assess the effectiveness of your ABM efforts in driving revenue and provide insights into the long-term value of acquired customers.
About the Author
Lidia Vijga is a seasoned professional with 10 years of first-hand experience in B2B sales and B2B marketing. She has a proven track record of driving growth for companies across various industries. Throughout her career, Lidia has led numerous successful sales campaigns and implemented innovative marketing strategies that have significantly increased revenue and reduced customer acquisition cost for her clients. Lidia regularly shares her insights and experiences on LinkedIn, webinars, and public speaking engagements. Lidia believes in the power of personal qualities such as kindness, empathy, and the willingness to understand others. She is committed to empowering client-facing teams with tools that enhance their talent instead of automating it, and she firmly believes that teams that show their human side grow companies much faster.
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ABM Tactics 23/25:
Dive Into Social Intelligence.