How to Build a Successful Account-Based Marketing (ABM) Target List
Do you have a thriving account-based marketing target list for your company? This list of accounts can give great insight into the companies that are most likely to buy from your business!
An incredible 87 percent of B2B marketers reported that ABM yields a better ROI than other types of marketing plans.
Traditionally, the sales and marketing teams would be the ones to maintain this list, but an account-based marketing agency can be equally helpful. Curious about how to build a successful target list? These tips from our ABM experts can help savvy business owners get started.
Account-Based Marketing Strategies
If you want to see a difference in your ABM target list, you’ll need to understand how the accounts themselves will influence your sales and marketing. Start by looking at your bottom line: How much revenue have you gained from your existing accounts?
The best way to go about building an ABM target list is to add accounts that you feel have the best opportunity to convert to a large sale or a series of recurring orders.
Looking to leverage relationships with existing clients that are meaningful to your business? Businesses can often rely on proximity to existing customers to reach a greater number of leads.
Finally, by finding accounts that match the demographics of your existing, high-volume accounts, you can leverage your existing advertising strategies to reach new clients.
Complete an Information Audit
Next, it’s time to move on to an information audit. Some companies do this at the beginning of the list-building process while others prefer to wait until later on.
No matter when your account-based marketing agency employs this technique, it is a crucial element in your success. By considering what information you have available to your teams, you can fill in gaps that might help you to reach a target account.
Don’t Forget Your CRM
A CRM can be a rich source of information regarding your current client list, but it must contain valid and updated information to be useful. With the right CRM, it should be easy to search for the information you need.
Some of the data you can mine from your CRM includes:
- Deals that haven’t closed yet with major accounts
- Accounts that have a high chance of closing deals
- Old opportunities that closed without sales but with a high percentage of probability
If your CRM is not useful at providing some of this information, it may be time to rethink the program you are using or spend more time inputting relevant data.
Benefits of a Marketing Automation System
A marketing automation system is equally helpful when it comes to creating your target list. You can utilize this system to help you add more accounts to your proposed ABM target list.
First, make sure you’ve set up lead scoring. This is where you’ll research potential leads who previously spent time engaging with your content to determine where they’re at within your sales funnel.
Look for multiple contacts within the same company. If someone has spent a lot of time, but hasn’t yet sealed the deal, the right marketing piece could make all the difference.
Finding contacts who aren’t responding to your content? Use it as an opportunity to adapt your approach or shift your attention to those who are more likely to purchase your products or services.
Need Help? Hire an Account-Based Marketing Agency
Are you ready to start generating more leads and closing more deals with your ABM target list? Give Insights ABM a call today to learn more about how we can help you to grow your business and get a better return on investment!