As a director of marketing or CMO at an enterprise B2B SaaS organization, you may be wondering how to create and execute an effective account based marketing strategy. An ABM strategy requires careful consideration of the accounts selected for targeting, paid media and organic media used to reach those accounts, as well as messaging that resonates with target audiences. But what about setting KPIs and reporting/attribution? Or optimizing your campaigns over time? All these elements must work together in order to successfully deliver results from your account based marketing strategies. Read on for our framework on creating successful ABM strategies – from selecting targeted accounts all the way through optimization tactics.
Table of Contents:
- Account Selection Process
- Paid Media and Organic Media
- Overarching Story and Messaging
- Setting KPIs and Reporting/Attribution
- Optimization Strategies for ABM Campaigns
- FAQs in Relation to Account Based Marketing Strategy
- Conclusion
Account Selection Process
Account selection is an essential part of any account-based marketing (ABM) strategy. It involves identifying and prioritizing target accounts that are most likely to benefit from your products or services, and then segmenting them into groups based on their needs and characteristics. This process helps ensure that you’re engaging with the right prospects at the right time.
Identifying Target Accounts:
The first step in selecting target accounts is researching potential customers to determine which ones are a good fit for your business. You can use various tools such as LinkedIn Sales Navigator, Crunchbase, Owler, ZoomInfo, DiscoverOrg, etc., to find companies that meet your criteria. Additionally, you may want to consider factors such as size of company, industry verticals they operate in, revenue growth rate over the past few years etc., while making your selections.
Prioritizing Accounts:
Once you have identified potential target accounts it’s important to prioritize them according to their likelihood of success with your product or service offering. This can be done by evaluating each account’s current need for what you offer and how well they match up with other criteria such as budget constraints or timeline expectations. Additionally it’s important to factor in how these accounts fit into your overall marketing goals when determining which ones should take priority over others.
By selecting the right accounts and developing an effective segmentation strategy, you can create a tailored ABM approach that will drive greater engagement with your target accounts. Now let’s explore how to leverage paid media and organic content for successful account based marketing campaigns.
Paid Media and Organic Media
Paid Media and Organic Media are two important components of an effective Account Based Marketing (ABM) strategy. Developing a paid media plan that is tailored to ABM objectives is essential for reaching target accounts. This includes determining which channels are best suited for each account, setting budgets for each channel, and crafting messaging that resonates with the unique needs of each account.
Developing an ABM-Focused Paid Media Plan
When developing a paid media plan for ABM, it’s important to consider the goals and objectives of your campaign as well as the characteristics of your target accounts. For example, if you’re targeting C-level executives at large enterprises, LinkedIn Ads may be more appropriate than Facebook Ads due to its higher concentration of business professionals in comparison to other social networks. Additionally, you should also set realistic budgets based on expected ROI from different channels and craft messaging that speaks directly to the needs of your target audience.
Crafting an Organic Content Strategy for ABM
By combining paid and organic media strategies, marketers can create an effective account-based marketing plan that speaks to their target accounts in a powerful way – one which takes into consideration the overarching story and messaging across channels.
Overarching Story and Messaging
Creating a Consistent Narrative Across Channels:
Crafting an overarching story and messaging for your ABM campaigns is essential in order to create a cohesive experience for prospects throughout the buyer’s journey. This narrative should be tailored to each target account, while still maintaining consistency with your brand identity. It should also include elements of personalization that speak directly to the needs and interests of each account. For example, you could use customer testimonials or case studies from similar accounts as part of your narrative to demonstrate how other customers have achieved success with your product or service.
Once you’ve established an overarching story and messaging strategy, it’s important to tailor these messages specifically for each target account. This means taking into consideration their unique challenges and goals when crafting relevant content that speaks directly to them. You can do this by leveraging data-driven insights about their industry, competitors, pain points etc., as well as any existing relationships you may have with key decision makers at the company. Additionally, using dynamic content such as personalized videos or interactive infographics can help further engage prospects on a deeper level than traditional static content pieces would allow
By crafting a consistent narrative across channels and tailoring messaging to each account, you can set the foundation for an effective ABM strategy. Now let’s explore how to measure success by setting KPIs and reporting/attribution.
Setting KPIs and Reporting/Attribution
Setting KPIs and Reporting/Attribution is an essential part of any successful account based marketing (ABM) campaign. In order to measure success accurately, it’s important to define goals and objectives for the ABM campaigns as well as establish metrics to track performance across channels.
Defining Goals and Objectives for ABM Campaigns:
When setting up a new ABM campaign, it’s important to have clear goals in mind. This includes defining metrics such as cost per lead (CPL), cost per acquisition (CPA), return on ad spend (ROAS), etc., that will be used to measure the success of the campaign. Additionally, having specific objectives can help focus efforts and ensure that resources are being allocated appropriately towards achieving those goals.
Establishing Metrics to Measure Success:
Once goals have been established, it’s important to set up reporting systems so that data can be collected easily in order to make informed decisions about future campaigns. Establishing key performance indicators (KPIs) such as click-through rate (CTR), impressions, engagement rate, etc., allows marketers to track progress against their defined objectives over time.
Assigning attribution models is also critical when measuring the success of an ABM campaign, as different channels may contribute differently towards conversions or other desired outcomes. By assigning appropriate weights or values for each channel involved in the process from initial awareness to conversion or purchase decision making, marketers can gain a better understanding of how their efforts are performing overall compared with individual channels separately.
By understanding the KPIs and reporting/attribution associated with ABM campaigns, organizations can make informed decisions to optimize their strategies for improved results. Now let’s explore some optimization strategies that can be used to further refine these efforts.
Optimization Strategies for ABM Campaigns
Account-based marketing (ABM) campaigns are an effective way to reach and engage target accounts. To maximize the success of ABM efforts, it is important to have a comprehensive optimization strategy in place. This includes analyzing performance data, leveraging AI/machine learning tools, and refining tactics based on results.
Analyzing Performance Data:
It is essential to track the performance of ABM campaigns over time in order to identify areas for improvement. This can be done by tracking metrics such as impressions, clicks, conversions, cost per lead (CPL), and return on investment (ROI). By understanding how these metrics change over time, marketers can make informed decisions about which tactics are working best and where adjustments need to be made.
Leveraging AI/Machine Learning Tools:
Artificial intelligence (AI) and machine learning technologies can help marketers optimize their ABM campaigns more effectively by automating tasks such as account selection or segmentation strategies. These tools also provide insights into customer behavior that would otherwise not be available without manual analysis. For example, AI-powered platforms can analyze website traffic patterns or email open rates in order to determine which accounts should receive targeted messages or offers at any given moment in time.
Once performance data has been analyzed and insights gleaned from AI/machine learning tools have been incorporated into the campaign plan, it is important for marketers to refine their tactics accordingly. This could involve making changes such as increasing ad spend for certain accounts or adjusting messaging based on customer feedback received through surveys or interviews with key stakeholders within those organizations. Additionally, testing different creative approaches may help uncover new opportunities for growth within existing accounts while also providing valuable learnings that can be applied across other campaigns in the future.
FAQs in Relation to Account Based Marketing Strategy
What does an account-based marketing strategy enable you to do?
Account-based marketing (ABM) is a strategic approach to targeting and engaging with specific accounts. It enables you to create personalized experiences for each account, leveraging insights from data and analytics to tailor content and messaging that resonates with the individual buyer’s needs. ABM helps build relationships at scale by allowing you to focus on key accounts while still reaching out to multiple contacts within those organizations. This targeted approach allows you to maximize your demand generation efforts, driving more qualified leads that are more likely to convert into customers.
What is account-based marketing strategy for B2B?
It’s an effective way to drive more qualified leads, build relationships, and increase revenue. ABM requires a deep understanding of the customer journey and tailoring content for each account based on their individual needs. By using data-driven insights, marketers can create campaigns tailored to target accounts that are most likely to convert into customers. This helps ensure that resources are used efficiently while maximizing ROI from each campaign. ABM is a powerful tool for B2B organizations looking to maximize their marketing efforts and drive more revenue.
What are the goals of account-based marketing?
The goal of ABM is to build relationships and drive engagement with key decision makers within an organization. It focuses on providing value through relevant content that speaks directly to the needs of each account, ultimately driving more qualified leads and higher ROI for the business. By taking an individualized approach, ABM helps organizations better understand their target audience’s needs and create meaningful connections that lead to long-term success.
What are the types of account-based marketing?
It involves identifying key accounts, engaging with decision makers within those accounts, and creating tailored content for each account. Types of ABM include: 1) Strategic ABM – where campaigns are targeted at high-value accounts; 2) Programmatic ABM – which uses automated technology to target multiple accounts simultaneously; 3) Tactical ABM – which is used for short-term campaigns; 4) Predictive ABM – which leverages data analytics to identify the best prospects; 5) Multi-Channel ABM – which combines different channels such as email, social media, direct mail, etc.; 6) Content Syndication – where content is distributed across multiple platforms. Ultimately, by using an effective combination of these approaches in your demand generation strategy you can maximize your reach and create more meaningful relationships with potential customers.
Is ABM a strategy or tactic?
ABM is a strategy. It involves creating personalized campaigns that target specific accounts with tailored messaging and content, rather than relying on generic marketing tactics. ABM goes beyond demand generation by focusing on the most valuable prospects and customers to drive growth in revenue, market share, and customer loyalty. By understanding the needs of each account and tailoring outreach accordingly, ABM helps organizations build relationships with their most important accounts while driving more effective lead generation activities.
Conclusion
Creating an effective account based marketing strategy requires a thoughtful approach to selecting the right accounts, crafting compelling messaging and stories, leveraging both paid and organic media channels, setting KPIs for success, and optimizing campaigns. With these steps in place, you can ensure that your ABM efforts are successful and drive maximum ROI from your account based marketing strategy.
Are you looking for an effective way to increase your company’s sales and leads? Account-based marketing is a strategy that focuses on specific accounts rather than targeting the masses. It allows businesses to personalize their outreach, build relationships with customers, and generate more qualified leads. With our experienced team of experts in account based marketing strategies and demand generation tactics, we can help you maximize ROI while increasing engagement with key target audiences. Contact us today to learn how we can create a tailored plan specifically designed for your business needs!
