Account-Based Marketing (ABM) is the key to revolutionising your brand. Account-based marketing focuses on high-value accounts, curating personalised strategies that target specific audiences based on their needs and pain points.
Account-based marketing can transform your marketing efforts to deliver exceptional ROI for your business.
What is Account-Based Marketing?
ABM is a highly focused business strategy where marketing teams target individual prospects or customers as if they are their very own market. ABM brings marketers and salespeople together to collaborate on a shared strategy, coordinating account-based experiences as one revenue team with the same goals.
A 2022 survey found that 72% of companies reporting ABM had delivered higher ROI than their other marketing tactics. 77% of businesses experienced revenue growth, while 84% increased their pipeline. The study found ABM budgets represented more than a quarter of all marketing spending, with most programs sponsored by senior executives. While not a new tactic, ABM continues to prove itself a superior marketing strategy, as most businesses continue their investment.
There’s Power in Personalisation
Personalisation has always been key when it comes to effective marketing content strategies. Creating content tailored to your audiences is more likely to engage them and attract trust. The cornerstone of ABM, personalisation allows businesses to tailor their messaging to the specific needs and pain points of each target account, while also reducing financial impacts by making your marketing efforts more relevant and persuasive.
The Steps for an Effective ABM Strategy
How do you implement an effective ABM strategy?
Your first step should be to create buyer personas. Developing detailed buyer personas helps you to understand your ideal customer’s needs, behaviours, and pain points.
Identify where your high-value accounts are. Use historical data to identify the characteristics of high-value customers, and leverage B2B databases to help you compile a list of prospects. Using demographic, firmographic, technographic, and psychographic data can help you narrow down your audience for precise targeting that will drive your content strategy.
Curate Valuable Experiences
Once you have identified your audience and where they are, you can begin to develop custom content tailored to your specific accounts and personas. Create whitepapers, case studies, and personalised emails that will resonate with each account's unique needs.
With your personalised content in hand, you can then leverage multi-channel outreach to engage key decision-makers through targeted ads, emails, and meaningful messaging.
It’s important to ensure you regularly analyse your campaign data to refine your strategies, pinpointing what works and what doesn’t, so that you can be sure your ABM efforts are continually optimised.
Breaking Down ABM Success
To break it down, the key to ABM's success comes from three main touch points.
- Creation of comprehensive buyer personas to ensure your strategy is founded in a deep understanding of your target audience.
- Use data collection tools to gather accurate information on your prospects to refine your targeting efforts.
- Constantly work to improve your ABM strategy. ABM is focused on your accounts and their wants and needs. Business needs are constantly changing, so you should be continually analysing your results and adjusting tactics to continuously improve your outcomes.
Focusing on your high-value accounts with personalised experiences allows you to enhance your marketing ROI and drive significant business growth. By pinpointing your highest-value audience, you save time, and costs, on speaking to audiences that are uninterested in your products and services.
Ready to take your marketing - and your business - to the next level? Contact our team today to get started.
