A Guide to Account-Based Marketing

What is Account-Based Marketing (ABM)?

Account-Based Marketing (ABM) enables businesses to target, engage, convert and retain their highest-value accounts, saving time and other resources that would otherwise be wasted on unqualified leads.

Not only does it help companies identify and focus on valuable customers, but it also allows them to personalise the buyer’s journey and tailor all communications, content, and campaigns to specific accounts and personas.

This leads to greater return on investment, as well as increased customer loyalty, to optimise the lifetime value of each account. ABM helps you work smarter — making it the perfect strategy for businesses looking to maximise the efficiency of their sales process and boost ROI.

What Problems Does ABM Solve?

There are many benefits of ABM, but what problems does it avoid or solve?

*Increased Efficiency: Account-based marketing allows you to target your most valuable customers with greater precision, allowing you to be more efficient with your time and resources. Instead of trying to reach every single person in your audience, ABM focuses on the accounts that matter most. This means that when you do make contact with prospects, they're more likely to convert into customers because they've already expressed interest in what you have to offer.

*Improved Targeting: ABM allows marketers and salespeople alike access to data about their customers' behaviour and preferences so they can better tailor their messaging accordingly--and thus improve their odds at closing deals faster than ever before possible!

What Benefits Does ABM Provide?

• Increased ROI
• More Accurate Measurement
• Improved Personalisation

Why is it Easy to Implement ABM?

• Integration with existing platforms
• Automation of tasks
• Access to advanced analytics

How to Set Up ABM?

It's important to set up your account-based marketing in a way that works for you and your company. Here are some steps to get started:

• Identify Goals and Objectives
• Choose Appropriate Strategies
• Develop Target Personas

Creating an Effective ABM Plan

To get the most out of your ABM plan, you need to make sure that it's effective. Here are some tips for creating an effective ABM plan:

• Analyse and Segment Audiences. You can't just create a campaign and hope for the best--you need to know who you're targeting before creating anything else. Look at who has interacted with your brand in the past and how they've interacted with it. Then segment those groups into smaller groups based on their interests or needs so that they have more personalised content when they receive ads from you in the future!
• Create Customised Campaigns Based On Those Segments And Their Behaviour With Your Brand Or Company As A Whole Over Time (Not Just Current Behaviours). Now that we've got our audience segments all set up with their own unique interests, let's start building out some campaigns around them! This step is where most people fall short because they forget one very important thing: no matter what happens over time with each individual person within each group (or even if nothing happens), there must always be some sort of change happening somewhere along those lines before any new message will resonate properly enough with either party involved - whether it's between two strangers meeting up for dinner or even just between friends chatting away about something unrelated yet still relevant enough within context given their respective backgrounds/experiences together; otherwise everything becomes too static without enough variety being introduced into conversation patterns which ultimately leads nowhere fast."

How to Optimise ABM?

To optimise your ABM strategy, it's important to set up automation. You can do this by creating a lead scoring system that will help you determine the quality of each prospect and prioritise them based on their value.

You should also adjust strategies when needed based on how well they are working for you. If a particular campaign isn't generating as many leads as expected, consider changing up the messaging or targeting to see if those changes improve results.

Finally, make sure that you're utilising advanced analytics tools so that you have data-driven insights into which channels are generating the most revenue for your business!

How to Embed ABM into the Organisation?

• Train your employees.
• Leverage technology to help you identify and engage with the right prospects, at the right time, in the right place.
• Ensure cross-departmental collaboration between your marketing team and sales team so that you can create a seamless customer journey across channels and touchpoints (including email, social media and phone).

Tips for Effective ABM

1. Focus on Quality over Quantity
2. While it's important to have a large number of accounts in your target list, you should focus on getting the most out of each account rather than just having them all there. This means that you need to make sure that each account has been properly researched and segmented before engaging with them.
3. Leverage Personalisation
4. One way to do this is by using data from your CRM system or other sources such as social media channels like LinkedIn or Twitter (if they're available) so that when you reach out with an offer or message tailored specifically for them based on their needs and interests, they'll feel more valued as customers than if they were just another name on a list somewhere else in cyberspace!

Conclusion

Account Based Marketing is an effective way to increase ROI, improve targeting and reduce cost. By following the steps outlined above organisations can successfully implement and embed ABM into their operations.

For details of the next CIM training in ABM. Or please message me for details of in-house training which can customised to your organisation's market and challenges.