11 Tactics to Drive Your Account-Based Marketing Process
Is your business ready to boost its sales and see initiatives become more successful? Over the past few years, 85 percent of marketers said that their return on investment is much higher with an account-based marketing strategy compared to other kinds of marketing efforts.
If your company also wants to take advantage of this trend and boost ROI, these 11 tactics will help you get started on the right foot.
1. Personalize Offers
When the ABM target list is relatively short, there is more opportunity to create a personalized experience for prospective customers.
Craft valuable content and offers specifically for each account. Because it is designed to be so specific to their needs and pain points, your potential clients are more likely to engage with your offer and close the deal.
2. Personalize a Web Experience
Taking the last tactic one step further, some companies will also choose to create a personalized experience for high-profile accounts on their website. Craft a custom landing page for your clients that has details that are unique to them.
3. Make Good Use of Social Intelligence
Along the same lines of personalizing offers, your ABM strategy should involve looking at the customer’s initiatives and identifying any pain points that they currently have. Keep tabs on their public activity to see how you can best serve their evolving needs.
4. C-Level Outreach
It can also be helpful to connect C-level employees at each company. Extend a real invitation to connect members of the two companies on a one-to-one basis. Once the connection has been made, you can more effectively assign accounts to sales reps or marketing professionals for further follow-up.
5. Aim to Get More Meetings
Companies are more likely to close a deal after meeting in person with a prospect. Get in the door with tactics such as:
- White papers
- Free reports
When you provide value to prospective clients, they are more likely to engage with your business
The goal is just to get them through the door this first time. After that, closing the sale will feel significantly easier because they will have already received something they feel is valuable.
Keeping your business top of mind for other companies is easier with retargeting. Using this approach, clients are exposed to advertisements for your product or service when their IP address visits certain pages that display ads from a given network.
This is one account-based marketing strategy that may be best developed with the help of a company that specializes in creating and using these offers.
7. Utilize Sales Territories
Many companies fix their sales territories based on proximity to clients or equal distribution among sales representatives. But modern businesses are rethinking the ways accounts are assigned to sales reps.
Instead, assign accounts based on the likelihood of a conversion, taking their connections and the client’s sales history into consideration.
8. Direct Mail
There is still something special about receiving a tangible item in the mail. Implement a direct mail strategy with top executives who might otherwise leave your email unopened.
9. Make Good Contacts
As a part of your account-based marketing strategy, you should create lists of individuals and their roles within the company. This will allow you to more easily send offers and information to the appropriate person.
10. Purchase Leads for Target Accounts
Once an ABM list is developed, it might be worthwhile to purchase leads directly from a media company. It may be a bit more expensive when compared to traditional marketing efforts, but it’s also highly effective. After all, finding good leads is an essential part of marketing.
11. Utilize Connections
Does someone within the company have a connection to a prospective client? It may make more sense for a certain member of your team to reach out based on their history with the potential client. Leverage their personal experience with the client as a creative way to make inroads to closing a deal.
Seek Out Help with Your Account-Based Marketing Strategy
Many different tactics can be employed to make an account-based marketing strategy more successful. If your business needs help with ABM, make sure to contact Insights ABM today!