The Correct Ways to Implement Account-Based Marketing Plans

Purva Mishra | November 25, 2021 | 135 views

Account-Based Marketing Plans
We all know that account-based marketing means targeting the best customer accounts, creating personalized marketing campaigns, and getting to the conversion stage.

Though these steps may sound easy, it takes a lot of brainstorming to implement them to convert the accounts that matter the most. To know more about these steps, you can read six hard-hitting lessons for the ABM strategy.

This article will talk about the best and correct ways to implement ABM plans with examples.

But first, let us briefly inform you about ABM and how it works.

Brief Introduction to ABM


Account-based marketing is a marketing strategy implemented by B2B marketers to concentrate on their exclusive clients. First, the sales and marketing team collaborates to collect the maximum data about specific clients. Then these clients are targeted with personalized marketing campaigns on various platforms.

Thus, account-based marketing allows you to utilize your workforce and resources efficiently. It also helps to market your products to a handful of customers who have a 90% chance of conversion.

Now, let us see the correct ways to implement ABM for various B2B industries.

Ways to Implement ABM Plans with Examples


We have specifically chosen the four best ways to implement ABM in B2B marketing strategy. These are the core strategies that have worked for B2B and are sure to work for you too.

But first, look at these wise words from Maliha Aqeel, Director of Global Communications at Fix Network World.

'One of the most common mistakes companies make is implementing a brand strategy that isn’t aligned to the organization’s overall business goal.'

So before implementing any marketing plan, ensure that your brand strategy, marketing campaigns, and everything else aligns with the overall business goals.

Identify Exclusive Accounts


It is the root of your ABM strategy. Your fruits of labor will be decided by the correct places you plant these roots.

So basically, when you are filtering your clients/customers for ABM, here are the key factors to be kept in mind;
  • Choose the correct industry.
  • Know the size of the organization.
  • Identify the needs, challenges, and pain points of the organization.
  • Know the timelines and hierarchy of their decision-making process.

The answers to these questions will help you to recognize the target accounts precisely.

Example:

Vidyard is a video platform that helps businesses transform communications and drive more revenue through the strategic use of online video. It collaborated with SmartBug Media to change the video experience for users worldwide. Thus, they can target the correct customers on Hubspot. In addition, they help customers to make videos an integrated part of their marketing campaigns and other processes.

Craft Tailored Content


Every filtered account for ABM will have unique needs, demands, challenges, and pain points. Thus, you have to craft content to address the customers directly. They should instantly recognize that you understand them and have built solutions exclusively for their challenges.

You should also be ready with different content for different stages of the buying journey. And remember to design content for customers even after they convert. It helps you to be ready for the retention stage.

Like Mark Emond, Founder and President at Demand Spring quotes;

“Content is at the heart of great marketing today. It needs to educate, inspire, and convert. It must be tied to the unique rational and emotional needs of each target persona.”

Example:

Intridea executed an excellent content strategy to target the advertising giant Ogilvy. First, they rented a billboard right across Ogilvy’s Manhattan office. The billboard said, “Ogle this, Ogilvy.” Intridea also placed its logo and company URL at the bottom of the quirky line. This exclusive content got them an appointment with Ogilvy’s CEO!

Use Marketing Automation Tools


There are various personalization tools available to assist you in ABM. These tools provide centralized data collection and data analysis. They also coordinate your marketing campaigns across all platforms.

Example:

Growsteak is a Vietnamese company that provides advertising and digital marketing solutions. However, it faced several challenges like lead generation and competitor analysis. Thus, they incorporated Hubspot’s Partner Program. It not only helped them overcome their challenges but also generated 5,166% more leads overall.

Measure the KPIs


You need to measure the metrics once you implement ABM. It is one of the essential factors of a successful ABM strategy. However, these metrics are different from traditional marketing. Thus, you need to keep a hawk’s eye on them.

Some of the KPIs to consider are;
  • Is the current coverage of key clients sufficient and, is it growing?
  • Are there known or anonymous visits to your site? Have they increased?
  • Is the incoming traffic getting converted?
  • How much is the depth of engagement?
  • Has the strategy made it easy to get appointments of the target accounts?

Wrapping Up


The success of account-based marketing depends on research and personalization. The more effort you put in to know your clients, the closer you get to convert them. Thus, make use of the abundant data and accurately target your potential customers!

Frequently Asked Questions

Is ABM more successful than traditional marketing?


Yes.  Compared to traditional marketing methods, ABM has proved to create wonders and save a lot on time, resources and workforce. It has also guaranteed a better success and conversion rate for the sales and marketing teams.

How important is personalization in marketing?


Personalization plays a prominent role in ABM. A trust factor builts if you can address the challenges and pain points of the client with personalized solutions.

Also, personalization ensures a higher rate of getting appointments and conversions of the targeted accounts.

Can SMBs also implement ABM?

Of course. SMBs have a higher chance of growing if they plan their marketing strategy along with ABM. It will allow them to understand the market and their customers from the very beginning. And once they have converted the customers, retention will be an easy task.

Spotlight

MarTech Today

MarTech Today is led by SVP Content and Editor-In-Chief Michelle Robbins, who oversees the successful editorial team behind Search Engine Land and Marketing Land. MarTech Today is published by Third Door Media, which is also the parent company that produces the Search Marketing Expo (SMX) and MarTech conference series, and Digital Marketing Depot, our research center for digital marketers.

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