9 Account-Based Marketing Tips for 2022

9 Account-Based Marketing Tips for 2022

If you have been searching for a way to improve the effectiveness of your company’s B2B advertising efforts, account-based marketing may be the perfect solution. 

According to Hubspot, account-based marketing (ABM) refers to a deeply focused strategy for growth in which two teams (marketing and sales) work together to craft unique buying experiences for accounts that represent high-value customers.

Account-based marketing is an excellent way to connect with new clients, refine your advertising strategy, and generate more revenue. However, you may not be sure how to launch your own ABM campaign. To help, we have compiled 9 ABM tips that you can use as you plan for 2022.

1.   Identify Top Targets

The beauty of account-based marketing is that it allows you to zero in on high-value clients that are likely to make a purchase from your organization. This tactic helps to reduce the cost of your advertising while also improving the ROI of every dollar spent. 

In order for this approach to be effective, you must first identify your top B2B targets. As you’re creating your list, leverage data from your sales and marketing teams. This will help you determine which accounts should be the focus of your ABM advertising efforts. 

2.   Set Clear Goals

After you have created a list of target accounts, it is time to set clear goals for your account-based marketing campaigns. Do you want to generate a certain number of leads from existing accounts in order to upsell them? Are you more focused on acquiring new clients? 

By answering these questions, you can develop a more cohesive marketing strategy

3.   Take an Omnichannel Approach

The next step is to select your channels. While you do not have to incorporate every medium available, it is vital that you take an omnichannel approach to ABM advertising. 

We recommend using traditional channels such as Google Ads while also leveraging platforms such as Facebook and LinkedIn. You should select the channels that your target accounts are most active on, as this will increase your chances of having meaningful interactions with these prospective clients. 

4.   Conduct a Trial Run

Even if you are fully confident in the quality of your ABM strategy, it never hurts to conduct a trial run. Launching a small-scale account-based marketing campaign is a great way to test the waters without risking a large portion of your advertising budget

If your campaign does well, scale it up. If it falls flat, revamp it to resolve any shortcomings and try again. 

5.   Leverage Retargeting

Retargeting is an excellent way to guide prospective clients deeper into the sales funnel. Each time these quality leads are exposed to advertising content, their interest in your products or services will grow. 

Clients that have been retargeted already have some level of familiarity with your brand, which means that they are more prone to make a purchase. 

6.   Get Personal

Retargeting market-qualified leads can certainly translate into conversions. However, it is vital that these retargeted clients receive personalized content. 

Content should address the unique pain points of their industry, which will demonstrate how your product adds value to their organization. 

7.   Merge Your Marketing and Sales Staff

While you do not need to eliminate either department, it is important that you streamline the lines of communication between sales and marketing staff. 

For an ABM campaign to be effective, these groups must freely share information about prospective clients. Otherwise, market-qualified leads may slip past your sales team. 

8.   Nurture Existing Relationships

Account-based marketing is a great way to acquire new clients. However, it is equally useful for nurturing existing relationships. Your marketing and sales teams can use ABM strategies to increase the average lifetime value of current accounts. They may even have a chance to sell additional services or products to these clients! 

9.   Partner with an Account-Based Marketing Agency

One surefire way to implement a successful ABM campaign is to partner with an account-based marketing agency. However, it is vital that you choose your partner wisely, as not all ABM teams are created equal. 

That is why you need to work with a proven firm like Insights ABM. Our experts can build your brand by leveraging the power of account-based marketing. Contact us today to learn more!

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.