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How can you use account-based advertising to build more relationships?

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Account-based advertising (ABA) is a powerful way to target and engage your ideal prospects with personalized and relevant messages. ABA can help you build more relationships with decision-makers, influencers, and champions in your target accounts, and ultimately increase your sales pipeline and revenue. In this article, you will learn how to use ABA to boost your outside sales efforts and create more meaningful connections with your prospects.

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Eric Maida

Senior Strategic Relationship Manager @HarvardBusinessPublishingCorporateLearning

1 What is account-based advertising?

ABA is a form of digital marketing that focuses on delivering tailored ads to specific accounts or contacts that match your ideal customer profile. ABA uses data and technology to identify, segment, and reach your target audience across various channels, such as social media, search engines, display networks, and video platforms. ABA differs from traditional advertising in that it is more strategic, targeted, and personalized, and it aligns with your account-based sales and marketing (ABM) strategy.

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Marcos Monterroso Godinho

CEO at Tikedo Spain | Global Executive | Managing Director | Board Member | International Expansion | Change & Transformation | Leadership | Industry | Retail | FMCG | Packaging
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La publicidad basada en cuentas (ABM, por sus siglas en inglés) permite construir relaciones más sólidas al personalizar las campa?as publicitarias para grupos específicos de clientes o cuentas clave, enfocándose en sus necesidades y desafíos únicos. Al dirigir contenido relevante y adaptado directamente a las decisiones y preferencias de las cuentas objetivo, puedes incrementar el compromiso, fortalecer la percepción de valor de tu marca y fomentar relaciones más profundas y significativas, lo que a su vez facilita un diálogo más personalizado y efectivo con los tomadores de decisiones dentro de esas organizaciones.

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2 Why use account-based advertising for outside sales?

Outside sales is all about building trust and rapport with your prospects, and ABA can help you achieve that in several ways. First, ABA can increase your brand awareness and credibility among your target accounts, by showing them that you understand their needs, challenges, and goals. Second, ABA can generate more qualified leads and appointments for your outside sales team, by delivering relevant and timely offers, content, and invitations that match your prospects' stage in the buyer's journey. Third, ABA can nurture and accelerate your existing opportunities, by reinforcing your value proposition, addressing objections, and creating urgency.

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Eric Maida

Senior Strategic Relationship Manager @HarvardBusinessPublishingCorporateLearning
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1. **Credibility Booster:** Targeted ABA shows you understand your ideal customers' specific needs and goals. This positions your sales reps as trusted advisors, not just another salesperson. 2. **Qualified Leads Magnet:** Deliver relevant content and offers tailored to each prospect's buying stage. This will attract high-quality leads who are already interested in your offerings. 3. **Opportunity Accelerator:** ABA reinforces your value proposition throughout the sales cycle. It addresses potential concerns and creates a sense of urgency, moving deals forward faster. By combining ABA with your outside sales team's expertise, you can turn connections into conversions much more effectively.

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Songezo Cengimbo

Business Strategist | Xero Certified Advisor | Qualified Financial Accountant and Business Manager | Sell an Experience, not Things
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A cost-benefit analysis based on KPIs needs to be conducted. Also, the effectiveness of an Account-based Advert defers with each OKR. A dynamic approach to ABAs needs to be employed to avoid unnecessary spending.

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3 How to plan your account-based advertising campaign?

Prior to launching your ABA campaign, it is essential to have a plan that aligns with your ABM strategy and goals. To do this, you should first define your target accounts and contacts, using criteria such as industry, size, revenue, and technology. You can also use tools such as LinkedIn Sales Navigator or ZoomInfo to find and verify key contact information. Then select the best channels and platforms to reach your prospects based on budget, audience, and objectives. Afterward, create advertising assets and messages that resonate with their pain points, interests, and motivations. Make sure to include clear calls to action such as downloading a white paper or registering for a webinar. Utilize diverse formats such as text, image, video, or carousel to showcase your solution, benefits, and proof points.

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Songezo Cengimbo

Business Strategist | Xero Certified Advisor | Qualified Financial Accountant and Business Manager | Sell an Experience, not Things
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It is important to identify the most effective touch points for clients/prospects. Establishing customer profiles will help with communicating brand messages without coming across as invasive. Lastly, fostering conversations with prospects using chatbots and webinars helps with connecting with clients and handling objections. I hope this helps.

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4 How to execute your account-based advertising campaign?

Once you have your plan ready, you can start executing your ABA campaign. To optimize your campaign performance, you should set up tracking and measurement tools like Google Analytics, UTM parameters, and pixels to measure impressions, clicks, conversions, and cost per lead. Additionally, use CRM and marketing automation software to sync ad data with sales and marketing activities. A/B testing is also useful for comparing different versions of your ads and analytics can help you adjust bids, budget, targeting, and frequency. Aligning your sales and marketing teams is essential for ensuring they are on the same page about the target accounts, messaging, offers, and follow-up process. Tools like Slack or HubSpot can be used to communicate and collaborate on the campaign.

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Hameed Badmus

Credit Analyst| Finance| Investment Banker
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One thing I'm able to understand is that Your messages should resonate with each persona, demonstrating a deep understanding of their business challenges.

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5 How to follow up on your account-based advertising leads?

The final and most important step of your ABA campaign is to follow up on your leads and turn them into customers. It is essential to respond quickly and personally, as companies that respond within an hour are seven times more likely to qualify their leads than those that wait longer. Additionally, provide value and education to your leads by sharing relevant content, such as case studies, testimonials, or demos. Lastly, build rapport and trust with them by showing genuine interest, empathy, and understanding, as well as providing social proof, credibility, and authority. Doing so will help you differentiate yourself from your competitors.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you use account-based advertising to build more relationships?

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1 What is account-based advertising?

2 Why use account-based advertising for outside sales?

3 How to plan your account-based advertising campaign?

4 How to execute your account-based advertising campaign?

5 How to follow up on your account-based advertising leads?

6 Here’s what else to consider

Outside Sales

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How can you use account-based advertising to build more relationships?

1

2

3

4

5

6

1 What is account-based advertising?

2 Why use account-based advertising for outside sales?

3 How to plan your account-based advertising campaign?

4 How to execute your account-based advertising campaign?

5 How to follow up on your account-based advertising leads?

6 Here’s what else to consider

Outside Sales

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