If you want to invest in ABM (Account-based marketing); you must stop thinking of ‘engagement’ as the objective or end-goal. ABM can bring value through strong relationship building and communication. This new-age technique is a clever tool that can get you value for money. Through ABM, you can influence and build relationships with high-value targeted accounts or organizations. Tailored content and exclusive strategies for these high-value accounts can bring great results.
Many marketers have already embraced ABM and yet it needs to be fully explored for maximum benefits. Let us discover some simple steps to enhance ABM results through this blog.
Here are some steps that can help you to unlock the true potential of ABM-
Identify high-value accounts-
While you aim at ABM as a mainstream marketing activity, the types of accounts you select matters a lot. It involves communicating with the customers and analyzing if their present and future needs are aligned with your business proposition.
ABM is also for existing accounts. You can determine the scope of growth of the current accounts that you have and identify them as high-value accounts. You can then plan exclusive strategies that can focus on long term relationship building and revenue generation.
ABM can be for existing accounts but it is also for new revenue generation. You can focus on relationship building and management, and target new ABM accounts for more business.
Know these accounts thoroughly-
Your selection should be based on deep insights that you need to gather about the accounts or organizations you want to target. And once you have made your selection of particular accounts, you need to find out more about them and get more insights about these accounts for successful implementation of ABM strategies.
How to collect insights for the accounts you want to target?
- Conduct primary and secondary research to know deep insights for relationship building
- Interview account directors and other stake holders to identify the right accounts
- Use intent data to gather intelligent data and action-oriented insights to for successful implementation
Focus on content and messaging-
Once you have done the ground-work, it is time to communicate your value proposition. This is the most critical part for both conversions and relationship building. What you say and how you say it will stay with the prospects or people involved in the target accounts. Make sure your messages are specially crafted for these high-value accounts. Include empathy and demonstrate it through your exclusive messaging that addresses their challenges while offering customized solutions.
Conclusion-
There can be more number of ways to build a smart and workable ABM strategy, but for success you need to do the ground work well. Therefore, the accounts that you select, the knowledge that you gather about these accounts and the tailor-made messaging you select can determine the success of ABM accounts in today’s B2B market.