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Account Based Marketing Guide

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.

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29 views9 pages

Account Based Marketing Guide

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.

Uploaded by

smd.alamin250
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Account Based Marketing Guide & How

LeadRebel Can Help You with ABM


—-------------------------------------------------------------CG Leads—-----------------------------------------------

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 austria whatsapp number list 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 a 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.

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