Top Account-Based Marketing Campaigns for 2022
What the Heck is ABM?
It is a marketing strategy focused on a particular group of customers. Instead of broadening your marketing efforts to a broader audience, you narrow your attention to a few high-potential, high-value accounts.?
It is a multi-channel, multistep strategy for revenue growth under an inverted traditional funnel that brings together multiple teams, including sales, marketing, and client success.
When did Account-Based Marketing Start?
It's easy to forget that ABM has been around for a long time amid the recent uproar.
ABM, which was created in the early 2000s to bring marketing and sales together around their most significant customers, has assisted many technology and professional services organizations in thinking beyond the immediate sales pitch and instead focusing on actual client needs.
Why is it Trending?
According to recent research, ABM surpasses every other marketing spend by 87 percent of marketers that track ROI—investing in ABM yields much higher returns than investing in other marketing activities, making it a zero-waste strategy!
ABM is effective because the notion appeals to the prospects you target. Existing?digital marketing is important, especially remarketing. It certainly involves customized messaging for specific demographics or points in the consumer journey.
It's because we've known for a long time that prospects respond better to messaging and touchpoints that feel tailored to them rather than generic, mass-market commercials—coming across as human becomes more difficult as the world becomes more digital. Automation becomes more pervasive, making it more crucial. ABM allows you to send messages to specific accounts or people one at a time.?
How do account-based marketing campaigns work, and why are they better?
From how individuals look for solutions to how they learn new things or make purchasing decisions, the great majority of the world has gone digital. It necessitates a new marketing strategy for your potential customers.?
They've grown accustomed to the digital cacophony and require a more personalized approach to boost engagement and make an effect. If you're still hoping to reach many people, you're falling behind and losing leads.?
The ABM strategy brings together marketing and sales teams to better engage prospects and convert them into customers. It's usually more challenging to say no to something made just for you.
You may be more adept with where your ad dollars go and more efficient with what they produce when you focus your marketing spend on a specific audience rather than a broad audience.
How to Implement ABM?
Even though companies’ LinkedIn algorithm suggests, ABM is a top marketing priority, just 30% of marketers are currently implementing ABM. So, let's look at how you may get started with ABM and launch your first campaign.
1. Make a list of accounts to target.
Because ABM is about personalizing campaigns to specific accounts, the first step in your campaign should be to develop a list of key accounts. So, where should you begin?
Targeting ideal accounts is regarded as one of the top three ABM challenges, so that's the first hurdle many B2B marketers face.
Asking your sales teams which accounts they want to close is the simplest way to target ideal accounts. However, this is primarily based on guesswork and isn't data-driven.
Rather than starting from scratch, use the information you already have about your customers. You will find that businesses similar to your ideal target consumer help you focus on the types of companies that will do business with you in the future.
Once you have a list of firms (it doesn't have to be exhaustive), you can search for their profile pages on LinkedIn using the same social selling tactics you're already using to identify "similar companies."
LinkedIn’s algorithm suggests similar firms based on company size, industry, company type, and specialties. In minutes, you'll be able to find organizations that fit your ideal consumer profile.
There may be some firms on LinkedIn that do not meet your ideal client profile. Therefore, the next step is to explore each of the "similar" accounts you come across.
2. Research accounts.
Unlike personal research, ABM isn't about focusing on specific people (just yet). You’ll require account-based research for ABM!
领英推荐
So, which information do you need to gather during the research phase? I recommend that you begin your investigation with the following:
This information will, in most situations, be publicly available, and you can obtain it on the company's website, in press releases, or in annual reports.
Identifying and gaining access to critical decision-makers is one of the essential components of the research process. However, it also happens to be the most challenging task for sales teams!
Your ABM campaign will be more successful if you identify key decision-makers early on and send their contact information to sales.
3. Provide relevant content.
Can you guess what types of content interest B2B buyers? - It's material that's tailored for them.
According to a Demand Gen Report survey, 95% of B2B buyers prefer a solution source that "offers adequate content to help navigate through each stage of the purchase process."
It's simple to understand. Why? - A buyer is more likely to engage with you if the content is personalized and relevant. Customized content is at the top of the list for ABM strategies!
Account Based Marketing Campaigns for 2022
After you've decided on a method, you'll need to consider strategies. It's just about a matter of looking at the segments you're after and tailoring your marketing to them through the appropriate channels. Perhaps your ABM plan will rely heavily on digital media, such as email, paid advertising, and online personalization.
Alternatively, you may need to combine online and physical methods like events and direct mail. There will be no one-size-fits-all solution for your company's specific blend. Here are some ABM campaign examples for various channels.
1. Email Marketing Campaigns
You're aiming for quality rather than quantity, so no more mass-emailing to hundreds of prospects. ABM allows you to produce custom email marketing campaigns carefully targeted to each target client.
2. Paid Advertising and Social Media Platforms
You can target (and retarget) specific organizations and personas using PPC and paid social media ads. It is a terrific tool – tailor your material to your target audience, and voilà, account-based advertising.
3. Web Personalization
What do the visitors see when they first arrive at your website? If you're wearing your ABM hat, they'll have a user experience tailored specifically for them. Today's website personalization technology can detect your most important visitors and tailor your site to their preferences: offers, content, communications, and so on. Yes, technology is incredible.
4. Direct Mail
Because of the convenience and lower cost of digital, there has been a significant move toward email. However, everyone's mailbox is now overflowing, and we've all developed an allergy to spam.?
That implies direct mail is having a comeback, but people are handling it more thoughtfully and strategically this time. Personalized gifts and marketing provided to prospects can capture their attention and are also more valuable because the potential gains are more significant.
5. Events
Physical and virtual events are popular techniques to reach out to B2B prospects. Think tailored invites, VIP dinners or mini-events, hand-picked presents, and personal follow-up when it comes to ABM.
6. Webinars
These can be customized in the same manner that events can. You can use the internet to display unique material created specifically for your target demographic.
7. White Papers and Case Studies
When it comes to case studies and other related materials, make sure you get the most bang for your buck. Customize the generic text to highlight essential elements for your intended audience.