How to Increase Revenue With Account-Based Marketing
The most successful marketing agencies break through the ranks to capture high-value targets. The rest cast wide nets through conventional lead generation, hoping for the best.?
One way to set your B2B marketing agency apart and boost revenue is to launch a precision strike with Account-Based Marketing (ABM). ABM means setting your sights on the accounts that matter most based on the growth potential of a deepening relationship. This strategy allows you to generate improved results for your clients and more revenue for your agency.?
Whether you’re considering ABM for the first time or looking to enhance your current ABM approach, the best practices in this guide will help you execute this powerful strategy for explosive results.
Why Adopt ABM?
ABM is a strategic approach aligning marketing and sales teams to target and grow high-value accounts, rather than relying on impersonal scattergun methods. Adopting ABM can:
No wonder 81% of businesses report a higher ROI from ABM than any other marketing approach.
5 Best Practices for ABM Success
If you're a B2B marketer seeking to elevate your strategy and drive measurable results, Account-Based Marketing (ABM) could be your key to success. Here are five best practices that will help you maximize the revenue-boosting impact of ABM.
1. Identify High-Value Accounts
Begin by identifying your ideal customer profile (ICP), focusing on key industries and companies that align with your agency’s unique value proposition.?
Innovative organizations now leverage deep account intelligence, using AI-driven insights, intent data and predictive analytics to refine their target account selection. That said, tried-and-true methods like basing customer profiles on your best past clients and requesting referrals remain effective.
2. Strengthen Collaboration
ABM success hinges on seamless collaboration between sales and marketing times.?
This means bringing the teams together around a unified account strategy with shared KPIs. To improve alignment, schedule joint strategy sessions, define shared objectives and implement real-time data sharing, all aimed at helping teams nurture relationships with target accounts at each point in your sales funnel.?
3. Personalize Engagement
Personalized outreach is at the heart of ABM.?
Leaders in ABM develop highly targeted content and campaigns tailored to specific accounts, using insights from direct customer interactions and behavioral data.?
Multichannel engagement, including personalized email sequences, social media interactions, customized landing pages and targeted ads, ensures that messaging resonates across multiple touchpoints. At the same time, growing agencies should prioritize the channels most relevant to each account to maximize ROI and time efficiency.??
4. Lead With Content
Relevant, helpful content is essential for attracting high-value accounts.?
The most effective organizations prioritize thought leadership, case studies and interactive content that speaks directly to the pain points and business objectives of their target accounts. Conversations about ABM often focus on nurturing and converting leads, but creating trustworthy content that answers your prospects’ pressing questions is crucial for attracting the qualified leads who will become your most valuable accounts.?
5. Measure to Optimize
Continuous improvement is key to sustained ABM success.?
To ensure your agency is fine-tuning its ABM strategies to achieve your targets, track metrics like engagement levels, sales cycle velocity, pipeline influence and lifetime revenue from target accounts. The top-performing organizations treat ABM as a living strategy, refining tactics based on insights and adapting to changing market dynamics. As marketing tools evolve, the best is yet to come for the agencies leveraging ABM.?
Is ABM driving results for your business? Share your own tips and questions in the comments.