ABM Automation: 4 Steps to Plan and Pace your ABM Efforts

ANUSREE BHATTACHARYA | July 19, 2021 | 574 views

Account-based marketing is the ultimate personalization tool.

Instead of incurring unnecessary marketing expenses, an account-centric strategy segregates vital business accounts and markets directly. This means, by appealing to specific market leaders, who can benefit from what your company has to offer, you can make marketing efforts more tailored and effective.

ABM strategy is not new by any means. Still, it has gained widespread recognition over the past few years as it's evolved along with the progression of technology. An entirely tech-based, the marketing automation solutions have made account-based marketing more measurable and affordable for all-sized businesses. Thus, ABM automation gained pace.

Research from Marketo suggests that account-based marketing delivers a better return on investment than other various strategies for 97% of marketers.

Marketing automation plays a vital role in driving impressive results. It allows companies to target their outreach based on interests and actions. But what makes ABM automation win the rat race?

ABM Automation: AI is the Driver

The reason why ABM automation has recently emerged is the availability of AI. Initially, AI was used by ABM to propel the automatic selection of target accounts through predictive analytics. Also, it is driving intelligent marketing nurturing and other marketing responses based on how the targets respond, their needs, and so on.

If you're targeting 100 accounts as potential new corporate customers, those accounts will visit different pages of your site. Some will download white papers and respond to emails. You will get leads from the targeted companies through these activities, and thus you can knock at their door.

AI enables quick responding to a dynamically changing engagement in the ABM platform and delivers the best action. This is how automation with AI is emerging in ABM platforms.

You can take four steps to automate your ABM to drive leads and create a successful ABM automated platform.

4 Steps to Plan ABM Automation

Draw the Automation Cycle

To start with ABM automation, firstly, create a blueprint of the targeted business. In this, you should identify the complete process of lead generation. The trail looks like; subscriber, lead, MQLs, SQLs, and a client to target. In this process, you cannot communicate at each phase. When one clicks on the particular link of your website, you should have a system-generated mail to send.

Once you track the movement of the lead, quickly trigger the sales team to take the follow-ups. This saves the time of salespersons, and therefore ABM strategies are implemented wisely.

Integrate your ABM automation software and CRM

Before you build your account-based marketing campaigns, you'll have to integrate your ABM automation software and CRM.

Integrating marketing automation tools is vital in the automation process. If your ABM software doesn't interact with the email marketing software, you won't be able to automate the process. In addition, if it doesn't relate to your CRM, it will be difficult to know if leads converted into accounts and track the ROI of an account-based campaign. So, to integrate ABM automation, you'll have to research and keep ICP, content, target accounts, and CRM all in one place.

Tailor Your Content

Ensure you're sending the right message to the right target account. Creating customized landing pages looking at how people have recently interacted with your brand is a great way to execute automation. Using ABM tools, you can automatically message target accounts with relevant messages when they engage with you and help you build the connections that become conversions.

Create Dashboard to Assess Efforts

The last step to automate your ABM platform is to track and measure the efforts you have put in to see information at-a-glance.

You get information about your target accounts on your dashboard, such as open deals, company score, total pipeline, and the number of decision-makers identified. In addition, you should consider ongoing A/B tests when started with ABM automation. This is because you can see what messaging appeals to your ICP (Ideal Customer Profile).

ABM is a result-driven approach. ITSMA reports that 87% of marketers consider ABM as delivering the highest returns. But without automation, ABM becomes a strewn process. Marketing automation lets your team offer a personalized approach and immediate outreach with valuable content that pushes visitors to become regular clients. Thus, using ABM software tools — ideally the marketing automation tools — can help you automate and scale your strategy and adds value to your ABM efforts.

Frequently Asked Questions

What are the account-based marketing tactics?

Account-based marketing uses hyper-personalized tactics to attract, engage, and convert high-value accounts. Similarly, it uses emails to contact existing customers and target consumers and social media channels like LinkedIn, Facebook, and more to reach out to prospects.

Why is an account-based marketing strategy so important?

The importance of ABM lies in structuring marketing efforts and resources on key accounts to drive the most revenue. ABM maximizes the efficiency of your B2B marketing resources along with building the communication channel with sales to align with sales and marketing functions.

How to create the automated ABM strategy?

To create the automated ABM strategy, follow these steps:
  • Create your Ideal Customer Profile (ICP)
  • Align your target accounts
  • Build campaigns
  • Integrate ABM, marketing automation software, and CRM
  • Personalize content
  • Engage
  • Set up a dashboard for assessment

Spotlight

Marketing Envy

Marketing Envy leads B2B tech and startup companies to dream, launch, and then land their marketing goals. We have a lot of experience and expertise in reaching cybersecurity and FinTech markets because at this point, we can humbly but also confidently call ourselves an expert team! We provide results-driven marketing services that will boost your business and leave competitors in awe. Marketing Envy can help develop your messaging, define and test your target audience. We will build your sales funnel using all major PPC and acquisition channels to generate oodles of qualified leads. Your inbound marketing will outperform with solid content, social media marketing and marketing automation tuned to perfection. Your leads will feeeeel your nurturing love. And there's so much more.

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StackAdapt Partners with Lead Forensics to Expand Its ABM Targeting and Measurement Capabilities in EMEA and Canada

Business Wire | October 04, 2023

StackAdapt (www.stackadapt.com), the leading self-serve programmatic advertising platform, has partnered with Lead Forensics, the world’s No. 1 B2B website visitor identification software, to expand StackAdapt’s latest ABM Targeting and Measurement solution. This integration empowers B2B marketers and ad agencies seeking to reach highly specific audiences within EMEA and Canada in addition to the company’s existing targeting capabilities for the US. Key Benefits for B2B Marketers and Advertisers: Expanded Market Reach: B2B marketers can now extend their reach beyond the US and tap into new markets in EMEA and Canada targeting a broader audience and potential customers. Relevant Targeting: This expansion ensures that ad campaigns are relevant and resonate with the right audience. Measurable Impact: With highly accurate measurement capabilities, B2B marketers can assess the performance of their campaigns and make data-driven decisions to optimize results, leading to higher ROI and more effective marketing efforts. Frictionless Campaign Management: The self-serve solution offers easy-to-use features for campaign creation and reporting, saving time and resources for B2B marketers and streamlining their advertising process. Low-Risk Testing: The solution allows for quick campaign activation without contractual minimums, giving B2B marketers the confidence to experiment and learn, leading to improved strategies and successful outcomes in the long run. “We’re delighted to partner with StackAdapt,” said Chris Murray, Vice President of Partnerships at Lead Forensics. “We know how powerful our data is and we look forward to working with StackAdapt to help businesses connect, engage, and succeed like never before.” Agent3 is a global ABM agency focused on delivering hyper-targeted campaigns for its clients. As a StackAdapt partner, it was one of the first to harness the power of Lead Forensics' IP data. This collaboration extends our ability to offer increased reliability, visibility and scale in EMEA and Canada, as well as complimenting and expanding the reach provided by many of our customers' existing pure-play ABM platforms across the US, explained Daniel Sands, Chief Innovation Officer and Partner at Agent3. “With precise audience targeting via StackAdapt, combined with the ability to measure campaign impact with pinpoint accuracy, our agency was able to achieve really great scale and performance metrics. We were particularly impressed from an account attribution perspective and the data we were able to capture about the companies we had reached. This partnership represents a significant milestone in our ability to deliver outstanding results for our clients." "The ability to provide ABM measurement in EMEA and North America is a unique delivery for our platform compared to competitors, and we are thrilled to provide this offering thanks to our partnership with Lead Forensics,” said Michael Shang, Vice President of Partnerships and Business Solutions at StackAdapt. "This collaboration allows us to provide a comprehensive self-serve solution that caters to the evolving needs of B2B marketers and advertisers seeking to make a measurable impact." StackAdapt provides easy access to its platform with no monthly minimum commitment, including for ABM targeting. For B2B marketers, StackAdapt utilizes programmatic to deliver an increase in leads and sales to meet growth requirements and build a long-term sustainable funnel. For more information, visit www.stackadapt.com. About Lead Forensics Lead Forensics is the world's #1 B2B website visitor identification software. Trusted by 60,000+ customers, Lead Forensics owns the world’s largest database of business IP addresses, enabling you to identify B2B website visitors, access contact information for key decision-makers, and get detailed website analytics. Lead Forensics has been named as one of the 100 Best Global Software companies and the software has also been named in the world’s Top 25 Best Software Products by G2. For further information, visit www.leadforensics.com About StackAdapt StackAdapt is a self-serve programmatic advertising platform used by hundreds of brands and agencies around the world. StackAdapt’s data-driven platform combines state-of-the-art machine learning with a clean and intuitive user interface to provide media buyers with an easy way to plan, execute and drive the best performance across all devices, inventory, and publishing partners. StackAdapt has been recognized as one of the fastest-growing technology companies in North America, is rated the number 1 demand-side platform (DSP) on G2, and is the highest performing and easiest to use platform. For further information, visit www.stackadapt.com.

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