Account Based Marketing Guide & How LeadRebel Can Help You with ABM
Account Based Marketing Guide: Introduction
In our last article about ABM we gave some quick introduction into the topic. Recap: Account-Based Marketing (ABM) is a strategy that has gained significant popularity in recent years, particularly among B2B marketers. It is a targeted marketing approach that focuses on building relationships with a specific set of high-value accounts, instead of targeting a broad audience. In this article we would like to present more in-depth account based marketing guide.
ABM involves creating personalized marketing campaigns for each account, which can include personalized content, targeted ads, and customized outreach. The goal is to engage with key decision-makers and stakeholders within the target accounts, and ultimately drive revenue growth and customer loyalty.
Best Practices for Account Based Marketing
Implementing ABM requires a thoughtful approach and careful consideration of several factors. Here are some best practices to consider when doing ABM:
- Identify the right accounts – The success of ABM depends on selecting the right accounts to target. Consider factors such as revenue potential, industry, and fit with your company’s offerings.
- Understand your target accounts – Once you have identified your target accounts, do your research to understand their pain points, challenges, and buying behaviors. This will help you create personalized content and messaging that resonates with them.
- Align sales and marketing efforts – ABM is most effective when sales and marketing teams work together to engage with target accounts. Ensure that both teams are aligned on goals, messaging, and tactics.
- Create personalized content – ABM involves creating customized content and messaging for each target account. This can include personalized emails, targeted ads, and customized landing pages.
- Measure and optimize – Like any marketing strategy, ABM requires measurement and optimization to ensure success. Track metrics such as engagement, conversion rates, and revenue generated, and adjust your approach as needed.
Here are some additional considerations for implementing ABM:
- Focus on building relationships – ABM is about building long-term relationships with high-value accounts. Focus on providing value, solving their pain points, and building trust.
- Use multiple channels – ABM requires a multi-channel approach to reach and engage with target accounts. Consider using channels such as email, social media, direct mail, and events.
- Leverage data and technology – ABM requires a data-driven approach to identify and engage with target accounts. Use data and technology to personalize content and messaging and measure engagement and conversion.
- Align ABM with overall marketing strategy – ABM should be aligned with your overall marketing strategy and goals. Ensure that your ABM efforts are integrated with other marketing channels and tactics.
Implementing ABM requires careful consideration of several factors, including identifying the right accounts, understanding their pain points, aligning sales and marketing efforts, creating personalized content, measuring and optimizing, and building long-term relationships. By following these best practices and considerations, marketers can implement ABM successfully and achieve their marketing goals.
Use-Cases and Real-Life Examples of Account Based Marketing
Here are some real-life examples of companies successfully implementing Account-Based Marketing (ABM):
- Adobe – Adobe used ABM to target a specific set of accounts in the financial services industry. They created highly personalized content and campaigns, including interactive microsites and personalized videos, to engage with their target accounts. This approach resulted in a 22% increase in pipeline and a 16% increase in deal size.
- Terminus – Terminus is a leading ABM software provider that uses its own ABM platform to drive its own marketing efforts. They targeted a select group of high-value accounts in the technology industry, and used personalized ads, targeted emails, and personalized landing pages to engage with them. This resulted in a 200% increase in pipeline and a 33% increase in closed deals.
- Demandbase – Demandbase is another ABM software provider that successfully implements its own ABM strategies. They targeted a select group of accounts in the B2B technology industry, and used personalized content, targeted ads, and personalized direct mail to engage with them. This resulted in a 40% increase in pipeline and a 70% increase in engagement with target accounts.
- Cisco – Cisco used ABM to target specific accounts in the telecommunications industry. They created personalized content and campaigns, including targeted emails, ads, and direct mail, to engage with their target accounts. This approach resulted in a 40% increase in engagement with target accounts and a 30% increase in closed deals.
- Microsoft – Microsoft used ABM to target specific accounts in the healthcare industry. They created personalized content and campaigns, including targeted emails, ads, and direct mail, to engage with their target accounts. This approach resulted in a 90% increase in engagement with target accounts and a 60% increase in closed deals.
These examples demonstrate the power of ABM when executed correctly. By targeting a select group of high-value accounts and creating highly personalized content and campaigns, companies can increase engagement, generate more pipeline, and close more deals.
Software and Tools for Account Based Marketing
To implement ABM successfully, marketers often use a variety of software and tools. Here are some of the best software for account-based marketing:
- Terminus – Terminus is an all-in-one ABM platform that helps marketers identify, engage, and close high-value accounts.
- Demandbase – Demandbase is a comprehensive ABM platform that offers account targeting, personalization, and measurement capabilities.
- 6Sense – 6Sense is an AI-powered ABM platform that uses intent data to identify and engage with target accounts.
- RollWorks – RollWorks is an ABM platform that offers account targeting, personalized ads, and sales enablement features.
- Madison Logic – Madison Logic is an ABM platform that offers account-based advertising, content syndication, and lead generation capabilities.
- Uberflip – Uberflip is a content marketing platform that enables marketers to create personalized content experiences for each target account.
- Outreach – Outreach is a sales engagement platform that can be used to personalize outreach to target accounts and measure engagement.
- HubSpot – HubSpot is a marketing automation platform that offers ABM features such as account scoring, targeting, and reporting.
- Marketo – Marketo (now part of Adobe) is a marketing automation platform that includes ABM features such as account-based targeting and engagement scoring.
These software platforms can help marketers implement ABM successfully and achieve their marketing goals. But what are some of the most common use cases for account-based marketing? Here are several examples:
- Targeting high-value accounts – ABM is particularly effective for targeting a specific set of high-value accounts, such as enterprise clients or strategic partners.
- Account-based advertising – ABM can be used to create personalized ads and content for each target account, increasing the chances of engagement and conversion.
- Sales enablement – ABM can be used to align marketing and sales efforts, ensuring that both teams are targeting the same accounts and engaging with the same decision-makers.
- Personalization – ABM enables marketers to create personalized experiences for each target account, increasing the chances of engagement and conversion.
- Cross-selling and upselling – ABM can be used to identify opportunities for cross-selling and upselling to existing accounts, increasing revenue and customer loyalty.
Common Mistakes during Account Based Marketing
While implementing an Account-Based Marketing (ABM) strategy, it is important to be aware of some common mistakes that can hinder success. Here are some things not to do while doing ABM:
- Don’t focus on too many accounts – One of the biggest mistakes in ABM is trying to target too many accounts at once. This can dilute your resources and result in less effective engagement. It’s better to focus on a smaller number of high-value accounts and create personalized campaigns for them.
- Don’t forget to align sales and marketing – ABM requires close alignment between sales and marketing teams. Failing to align these teams can result in inconsistent messaging and poor execution.
- Don’t create generic content – ABM requires highly personalized content and messaging. Avoid creating generic content that is not tailored to the needs and pain points of your target accounts.
- Don’t neglect existing customers – While ABM typically focuses on targeting new accounts, it’s important not to neglect your existing customers. ABM can also be used to deepen relationships with current customers and drive upsell and cross-sell opportunities.
- Don’t ignore data – ABM requires a data-driven approach. Failing to track engagement and measure results can result in ineffective campaigns and wasted resources.
- Don’t use irrelevant channels – ABM requires a highly targeted approach, including using the right channels to reach your target accounts. Avoid using channels that are irrelevant to your target audience or that they are unlikely to use.
- Don’t forget to measure and optimize – ABM requires continuous measurement and optimization to ensure success. Failing to track and optimize campaigns can result in missed opportunities and wasted resources.
In summary, to avoid the worst practices in ABM, it’s important to focus on a smaller number of high-value accounts, align sales and marketing teams, create highly personalized content, don’t neglect existing customers, use a data-driven approach, use relevant channels, and measure and optimize continuously. By avoiding these common mistakes, marketers can increase their chances of success with ABM.
LeadRebel & Account Based Marketing
LeadRebel is a marketing automation software that can help with Account-Based Marketing (ABM) in several ways. Here are some of the ways LeadRebel can help with ABM:
- Account Identification – LeadRebel uses data analysis to identify the companies visiting your website, so you can prioritize high-value accounts and create personalized campaigns for them.
- Lead Scoring – LeadRebel uses lead scoring to help you prioritize accounts based on their level of engagement and readiness to purchase. This can help you focus on accounts that are most likely to convert.
- Sales Enablement – LeadRebel provides your sales team with notifications and insights about target accounts, so they can follow up with the right message at the right time.
- Analytics and Reporting – LeadRebel provides detailed analytics and reporting on your ABM campaigns, so you can measure the effectiveness of your campaigns and optimize them for better results.
Overall, LeadRebel can help you implement an effective ABM strategy by providing you with the tools to identify and engage with high-value accounts, create personalized content and campaigns, prioritize leads, and measure and optimize your results.
Account Based Marketing Guide: Summary
In conclusion to our account based marketing guide: ABM is a powerful strategy that can help B2B marketers build strong relationships with high-value accounts and drive revenue growth. By using the right software and tools, marketers can implement ABM successfully and achieve their marketing goals.