Your business plan may benefit greatly from the addition of account-based marketing (ABM). High-value accounts can be attracted, engaged with, and converted using ABM’s hyper-personalized strategies. Although beginning an ABM strategy can seem like a daunting or complicated addition to your current plans, the actual methods you use aren’t all that unlike those you use for inbound.
The components of an ideal customer profile (ICP), which determines a company’s long-term potential or success, include company size, revenue, geography, industry, and other factors. Once you have determined who your target customer is, you can start researching those businesses to create tailored outreach and materials.
By using ABM, you will only target accounts that are a suitable fit for your company. An ABM approach differs from an inbound strategy due to this.
5 Tips for Account-Based Marketing
1. Social Media
Social media may be an excellent resource for connecting and forming relationships with your target accounts and the people who run them. Social media may also reveal a lot about a person’s personality, including their interests, how they spend their leisure time, and a decent idea of their routines and manners.
2. Direct Mail
Direct mail is a powerful tool when used properly, but you shouldn’t just send out random stuff for the sake of sending something. Direct mail can improve a point of contact’s relationship with your business if you can find out about them and send them something relevant to their role or hobbies. You should always strive to stand out and create an impact because the purpose of ABM is to interact personally with the people at your ICPs.
3. Testimonials and Case Studies
Focus on accounts with businesses that are in comparable industries or facing comparable problems like the ones you are attempting to attract or close. One of the best ways to persuade potential customers to buy from you is to show how businesses like yours have benefited from your product or service. Check your current materials to see if there are any that match the kinds of accounts your ABM technique is targeting. Check your current materials to see if there are any that match the kinds of accounts your ABM approach is targeting.
4. Battle Card
By the time sales contacts someone at one of your target accounts, you’ll undoubtedly have gathered an absurd amount of data about them. You can create a competitive battle card with specific details about each of your target accounts to make it simpler for reps.
This will serve as a compressed file containing all the details you have about that company, including its problems and pain spots, its background, its role, and some of the greatest solutions you have for it. You can just create a document to share with colleagues that serve as a quick reference for all the most important information; this doesn’t have to be a physical card.
5. Content Marketing
You don’t necessarily need to generate brand-new materials for the information you will be advertising to your target audiences through email, ads, and social media. The relevance of the content you offer to your ABM accounts in relation to their problems is crucial. Utilize the knowledge you have about a user’s account to help you make the most precise and pertinent content recommendations.