08/07/2022
Account-based marketing isn’t a one-size-fits-all strategy.
Depending on who your account is and who the decision-maker is the channels, content and sequence of steps you take would differ.
Which is the case for any marketing , for that matter!
Having said that there are still some basics that apply to any type of ABM campaign irrespective of the target, market or .
Here are the 6 that we think to make sense,
1: Get your campaign’s objective straight
This is a no-brainer, any strategy marketing or not should have a defined objective, a post that you and your team can aim for.
How else would you say you are on track and if your strategy succeeded?
Incase of ABM 3 primary metrics can do the trick
A. Pipeline velocity
B. Conversion rate
C. Average deal value
2: Build a dedicated team for your campaign
No, your content or paid marketing person can’t run your ABM campaign in addition to what he/she/they might be doing.
ABM required working with and across multiple marketing verticals to be successful. You would need a content team to build personalized content, paid team to run targeted campaigns, and Email marketing team to improve engagement, events team if events are a channel among others.
Expecting one person to build and run all this is like asking your goalkeeper to protect, defend and score goals.
ABM needs multiple teams working together and someone who can work as an intermediary between these teams at the minimum.
3: leverage existing customer data to identify your target segment
ABM best works for targeting large enterprises with a defined need and proven solutions. That basically means the best way to figure out whom to target and what content to use is by analysing existing high-value customers.
4: choose the appropriate channels
ABM is a multi-channel strategy that involves peer-to-peer, direct , landing pages, , and more. Having said while defining your ICP or target segment you would also have to figure out which channels work best for targeting these decision-makers.
The best way to figure that out is by using a conversation with existing high-value customers and by looking at historic engagement & attribution data.
Step 5: customize content based on the goals and pain points of each account
After all the work above makes sure the that you create aligns with what you have learned in your phase used to define your ICP and Personalize for the one.
Step 6: Form a synergy between marketing and sales teams
For ABM to succeed, it is important that both your and teams are in sync. Especially, when it comes to defining KPIs for ABM campaigns make sure both the teams have agreed upon the success metrics before you even start considering running the Campaign.
