8 Account-Based Marketing Tactics for B2B Organizations

8 Account-Based Marketing Tactics for B2B Organizations

Account-based marketing (ABM) has become one of the most popular ways for B2B organizations to generate more sales and drive conversions

In response to the widespread success of ABM, many B2B organizations are seeking ways to optimize their account-based marketing efforts so that they can gain an edge over their competitors.

With that in mind, the pros over at Insights ABM have outlined 8 account-based marketing tactics that can boost your ABM efforts. If you want to get more out of your ABM campaign, we recommend that you:

1. Tailor Content Around Client Pain Points

When creating custom content to target high-value accounts, ensure that it addresses the pain points that these clients are facing. This approach allows you to remind them why they need your product and explain how your solution solves their most pressing business continuity challenges

2. Leverage Client Data

In addition, we recommend conducting thorough research on your target audience. The more you know about your clients and prospective accounts, the better you will be able to tailor your marketing content to resonate with them. 

3. Incorporate Video into Your ABM Strategy

Video marketing content is one of the most powerful communication mediums out there. Videos tend to drive higher engagement than written content alone, and they can be strategically incorporated into digital ads, used for email drip campaigns, or displayed directly on your website. 

4. Carve Up Customer Testimonials

Showcasing client testimonials during your ABM campaign is a great way of nurturing feelings of trust in the minds of your target audience. While you are probably already using testimonials in some capacity, we suggest dividing them up into separate categories. 

For instance, let’s say that you have ten testimonials that praise your product for its cost-effectiveness. You should display this content when marketing to prospects that consider price as a key factor that influences purchasing decisions. 

5. Explain with Animation

Explainer videos are one of the most popular types of video content among both consumers and B2B clients. In fact, 96% of people report that they have watched explainer videos to learn more about products they are interested in. Of these, 88% said that explainer videos influenced their purchasing decisions. 

While there are many different ways to make explainer videos, 2D animated content is cost-effective, easy to produce, and captivating. If you are looking for a way to get the most bang for your advertising buck, animated explainers might be the perfect solution. 

6. Be a Giver

While it is often said that it is “better to give than to receive,” everyone likes to receive gifts every now and then, including your ABM clients. 

If your sales team is looking for a way to stand out, sending stakeholders who work for some of your top-tier clients gifts is the way to do just that. Before sending gifts, make sure to do your homework and find something that the recipient will appreciate. 

7. Target and Retarget with Ads

With so many different tools available for account-based marketing, it can be easy to overlook basics like digital ads. However, targeting and retargeting your top prospects with quality digital advertising content should always be a component of your ABM strategy

8. Partner with an Account-Based Marketing Strategy Agency

If you want to get the most out of your ABM campaign, then you should consider partnering with an account-based marketing strategy firm like Insights ABM. 

Our experts have mastered the art of account-based marketing and can help you utilize this powerful B2B strategy to drive conversions and generate revenue. Contact Insights ABM and learn how we can make your business stand out.  

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Joe Cantu

Joe is a digital marketing strategist and media buying/planning leader with 13+ years of expertise in marketing strategy and program management, omnichannel campaign delivery, brand building, data analytics, and customer experience/UX optimization. He has helped drive growth for industry-leading clients, including F500/F100 firms.