Your Guide to B2B ABM Strategies: 3 Steps to Creating a Winning Strategy

Your Guide to B2B ABM Strategies: 3 Steps to Creating a Winning Strategy

While B2B advertisers have plenty of tools at their disposal,
none are quite as effective as an account-based marketing
strategy. That said, knowing where to start can be difficult.
Download our free ebook to help you kickstart your
account-based marketing strategy and drive more sales
success.

Guide from Insights ABM

3 Steps to Success

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3 Steps to Success

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Step 1

Develop a Clear Audience
Strategy

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Step 2

Leverage the Right Media
Channels

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Step 3

Optimize the User
Experience

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Stage 1

Stage 1

Develop a Clear Audience Strategy
Develop a Clear Audience Strategy

The Insight ABM approach to account-based marketing starts with developing a clear audience strategy. You cannot effectively target high-value accounts unless you first develop an extensive understanding of your ideal audience. In order to accomplish this goal, we recommend that you:

The Insights ABM approach to account-based marketing starts with developing a clear audience strategy. You cannot effectively target high-value accounts unless you first develop an extensive understanding of your ideal audience. In order to accomplish this goal, we recommend that you:

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Outline Audience
Personas

Outline Audience
Personas

Creating custom audience personas is a simple but effective way of defining exactly who you are trying to reach with your marketing efforts.

Remember, the driving force behind an effective account-based marketing program is the ability to provide your target accounts with customized advertising material. In order to capitalize on this opportunity, you will need to develop several distinct personas.

As you’re creating your personas, make sure to address decision-makers at various levels of the target organization’s hierarchy.

For instance, you will need to use different tactics to appeal to a facilities director as opposed to a VP of operations. Each of these professionals will be responsible for making unique purchasing decisions for their organization. This means that each will be weighing different factors when they think about placing orders with your company.

Why Account-Based Marketing Matters

Why Account-Based Marketing Matters

Sixty-80% of the buyer’s journey is hidden or pre-funnel. But, intent data and ABM can help you proactively target those buyers when they are showing a propensity to purchase.

Andre Yee
CEO, Triblio

Account-based marketing is no longer just a digital marketing tactic, digital advertising tactic. It is an all encompassing marketing strategy..… It’s about driving authentic engagement. It’s about nurturing trust. It is about realizing value, building relationships.

Liz Demers
Partner Manager, LinkedIn

Stage 2

Leverage the Right Media Channels

Stage 2

Leverage the Right Media Channels

Use the Right Media Channels

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Use the Right Media Channels

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During Stage 1 of account-based marketing strategy creation, the majority of your focus should be on the clients themselves.

That is because the overall effectiveness of your ABM campaign hinges on your ability to target the right B2B accounts. However, who you are targeting is only half the battle. You will also need to leverage the right media channels to communicate with these prospective clients. When you’re determining which media channels to focus on, we suggest that you:

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Account-Based Marketing Stats

Why 2023 is the year of ABM

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of B2B marketers used ABM in 2022, up from 24% in 2021
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of B2B marketers reported that their ABM programs deliver more ROI than other investments
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Increase in the number of opportunities created via ABM
0%
of companies using ABM increased their deal size +50%
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Stage 3

Stage 3

Optimize the User Experience
Optimize the User Experience

So you’ve identified who you are going to target with your account-based marketing campaign and have some great content lined up. You have even determined which channels are best for connecting with B2B accounts in your industry.

Far too often, B2B organizations neglect the buying experience. They focus on producing top-quality goods or services and drawing clients in with lead-generation tactics, only to deliver a subpar user experience at the bottom of the funnel.

Boost marketing and sales performance

If you’re looking to improve B2B marketing efficiency, this guide will help you develop the main components of a successful ABM strategy:

  • Audience strategy
  • Media optimization framework
  • User experience

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