There used to be a time when social media marketing was the hottest topic of debate, and with time, the popularity and usage of SMM grew. This is one of the best things about the world of marketing as every year brings you new opportunities to target your customer.
If you keep tabs on the world of marketing, then you will realize that modern-day marketing methods like account-based marketing are gaining popularity and are now being used by many different kinds of marketers out there. We live in a world where a generic approach in marketing isn’t proving to be that effective, so relying on personalized methods like account-based marketing is proving to be highly efficient.
Account-based marketing may be new to the B2C world, but B2B businesses have been doing it for a very long time. For more than a couple of years, both sales and marketing teams are rethinking their demand generation, looking forward to capitalizing on automation, incorporating inbound marketing, and all these have only helped account-based marketing rise.
But if you are going to use ABM marketing in your firm, then there are a couple of tips that you can use to drive your ABM campaign. Keep reading to stay illuminated.
Develop Sales Offer Designed to Get Meetings
You will be surprised to know that almost all marketers out there create offers to generate quality leads from whitepapers and webinars. The sales offer mentioned here is designed to help inside sales. You can also develop your sales offer to make prospects or customers agree to meet. This can prove to be one of the best account-based marketing tactics you can use to get better results.
You can start your offer with some of the most enticing lines like ‘I will like to inform you about what the best firms out there are doing to stay on the top’ or ‘I will like to show you a comparison between you and your peers.’
Use Retargeting Methods
Retargeting can prove to be one of the best ways to engage a specific account as an employee from that accountant who consumes the online content. There are many different types of retargeting strategies that can be directly applied to your current ABM marketing tactics.
For example, you can be using the vendor’s IP-address to identify the target account. Whenever that account visits any of your network websites, then an advertisement for your company can be shown to that account. This type of practice doesn’t only offer high engagement, but it keeps the account in touch with the brand. You will need to find the right way to incorporate retargeting in your account-based marketing tactics.
Create Sales Territories Designed to Convert
Earlier, most of the sales territories were based entirely on equality or fairness but imagine the results you will get when you can successfully assign territory to salespeople on their maximum chances of closing a deal.
All that you will need to do is make sure that you are assigning only those accounts to your salespeople with whom the sales personnel have good communication on a social level. This will maximize the chances of closing a deal, and thus you will not be wasting your resources, and you will also be improving the outcomes of your account-based marketing approach.
Use Social Intelligence to Identify What Matters to Your Prospects
Although there are many different factors that you will need to consider while using the ABM campaign in your firm, the core of the ABM campaign is the personalized communication to the accounts based on the current challenges and initiatives.
In the modern era, all the companies are evolving rapidly, which is why vendors have to keep tabs on these changes and then trigger events at their targeted accounts. You can deal with such issues by using a social intelligence approach like subscribing to Google alerts. This will give you an understanding of what is happening at the company level.
Build a List of Legitimate Contacts
Many vendors out there can easily create lists based on responsibilities or roles, and they can even assure you that the contact is still active. If you have this type of list, you will see the database with the ideal contacts.
And if you have a role-based list, any firm can easily ask for roles like the person leading the IT infrastructure management. But many companies fill the list with only names, which minimizes the effectiveness of your ABM campaign.
If you are looking forward to giving a touch of personalization to your marketing efforts and increase the ROI, incorporating ABM in your current marketing strategy will be the best idea. Just use the tips mentioned in this blog post and make your ABM campaign shine.