Top 25 Powerful Account-Based Marketing Tactics to Try
- CEO at DeckLinks, Speaker, Podcast Host
- Published on May 20, 2023
- Updated on August 29, 2024
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 mark