ABM, or account-based marketing, is a highly profitable marketing approach, especially for large-scale or B2B businesses. If you want your marketing team to adopt and leverage ABM more, here are a few tips on how your business can do so.
1. Identify High-Value Accounts
Since the concept of account-based marketing would be the accounts you’re investing in, it makes sense that you start things off by identifying your high-value accounts.
These high-value accounts are the ones that have the potential to bring in significant revenue and long-term business partnerships.
By focusing on these high-value accounts, you can tailor your advertising messages and strategies to their needs and pain points. This personalized approach allows you to create a stronger connection with these accounts, increasing the chances of conversions and ultimately driving revenue growth.
Identifying high-value accounts involves analyzing various factors such as their past purchasing behavior, industry influence, company size, and potential for future growth.
By leveraging data-driven insights, you can pinpoint which accounts will most likely generate substantial returns on your marketing investments.
Once you have identified these high-value accounts, you can allocate your resources more effectively by directing your advertising efforts toward them. This targeted approach ensures you reach the right audience with the right message at the right time.
You don’t want to target just any accounts out there. That’s the differentiator between ABM and other marketing approaches.
Doing your research will be a lot of work in this step, but this part will help you out most for the rest of your campaign.
2. Customized Messaging
ABM’s other differentiator from other marketing campaigns would be its more expanded capability of personalizing assets of its campaign.
ABM allows businesses to tailor their messaging to critical accounts, increasing the chances of capturing their attention and ultimately converting them into customers. The more personal your messaging is, the more appealing it is to your target accounts and the more accurately they capture their pain points.
Rather than adopting a one-size-fits-all approach, personalized messages resonate more effectively with individual accounts. By understanding each target account’s unique pain points, challenges, and goals, you can craft compelling messages that directly address their needs.
Customized messaging helps create a sense of relevance and exclusivity for your target accounts. It shows them that you have taken the time to understand their specific requirements and offer solutions tailored to their business.
This level of personalization builds trust and credibility, making it more likely for prospects to engage with your ads and take desired actions.
One opportunity to highlight personalized and customized messaging is by fitting how your products could work for the specific target account you’re talking to or sending the message to. That way, they can better see the value of your services and products based on their day-to-day rather than a general one.
3. Precise Targeting
When you find the best ABM Platform to market to your customers, you should apply precise targeting to your ads and marketing materials.
The information you get about your target account, coupled with the precise targeting ads that contain your personalized messaging, can be a killer for your ad conversion rate.
Precise targeting ensures that your ads reach the right people at the right time with the right message. It helps you avoid wasting resources on reaching irrelevant audiences that are unlikely to convert. Instead, it allows you to focus your efforts on those individuals or organizations most likely to engage with your brand and become valuable customers.
When you invest in precise targeting through account-based marketing, you increase the likelihood of conversions and improve the overall customer experience. By delivering personalized content and messaging explicitly tailored for each account, you demonstrate a deep understanding of their needs and establish trust in your brand.
Since you’re targeting fewer people who fit in it, that means you may also spend a lot less on ad spend, depending on your niche.
4. Account-Specific Landing Pages
Another way to create custom messaging for your accounts is by creating specific landing pages that apply to them.
Account-specific landing pages are designed for each targeted account, considering their unique needs, pain points, and preferences. These landing pages provide visitors a seamless and personalized experience from clicking on your ad until they convert.
By customizing the content and messaging on these landing pages to align with the interests of each account, you create a stronger connection with potential customers. This level of personalization demonstrates that you understand their specific challenges and have tailored solutions to address them.
Furthermore, account-specific landing pages allow you to showcase case studies or testimonials from similar companies within the target account’s industry or niche. This social proof helps build trust and credibility while reinforcing the relevance of your offerings.
When visitors arrive at an account-specific landing page that speaks directly to their needs, they are likely to engage with your content, take desired actions such as filling out forms or requesting demos, and ultimately convert into qualified leads or customers.
You need an excellent landing page copy to hit the right talking points with your target accounts. It must be more general to fully use the benefits of ABM approaches, so make sure to personalize the copy you write on your landing pages.
5. Personalized Ad Campaigns
Although marketing campaigns are crucial, you shouldn’t neglect your advertising efforts. After all, one key aspect of leveraging ABM is creating personalized ad campaigns.
Personalization allows businesses to tailor their messaging and content to resonate with individual accounts more deeply. This approach goes beyond generic advertising and connects with prospects on a more personal and relevant level.
By creating personalized ad campaigns, businesses can capture the attention of their target accounts and establish a stronger connection. Prospects who see ads tailored to their needs, pain points, or interests are more likely to engage with the content and take desired actions.
Furthermore, personalized ad campaigns demonstrate a company’s commitment to understanding its target audience. It shows that the business has taken the time to research and understand the unique challenges faced by each account. This level of personalization builds trust and credibility, making it easier for prospects to convert into customers.
Since you pay for these ads, they reach more audiences than your marketing efforts may be able to without paying. You might even get an audience you weren’t able to before.
6. Retargeting and Remarketing
The accounts you’re targeting with ABM are busy people. They likely won’t make decisions based on one interaction, so you should make sure that you take that into account by adopting and using retargeting and remarketing campaigns.
Even with highly targeted campaigns, not all prospects will convert immediately. This is where retargeting and remarketing come into play.
These techniques allow you to re-engage with users who have shown interest in your offerings but have yet to convert. By strategically placing ads across various platforms that these users frequent, you can remind them of their initial interest and encourage them to take the desired action.
Retargeting targets individuals who have visited your website or interacted with your brand. By displaying relevant ads to these individuals as they browse other websites or social media platforms, you can maintain top-of-mind awareness and increase the likelihood of conversion.
On the other hand, remarketing focuses on reaching out to individuals who have already engaged with your brand but still need to complete a desired action, such as purchasing or filling out a form. You can nurture these leads through personalized emails or targeted ads on social media platforms by providing additional information, incentives, or reminders to encourage them to convert.
It’s a great way to keep you at the top of their mind whenever they need your business.
7. Customized Email Campaigns
Email is one of the highest-converting marketing tools for many businesses, although ordinarily, people think it’s an “old-school” digital tool.
When your personalized messaging reaches your target accounts as directly as possible, the more they feel that you resonate with them. That’s why launching an email campaign is excellent.
Your content gets directly to your targets’ inboxes, so you can talk to them now whenever you want to. As long as you have the email of your target accounts, then it should be good to launch an email campaign for your business as soon as possible.
8. Data-Driven Insights
It doesn’t make sense to launch any marketing or ad campaign without setting up a way to measure critical pieces of data for them. These reports will let you know points of success (which means you have to keep doing those) and potential snags and risks you encounter (which means you may have to regroup on those).
To have higher levels of success in your ABM advertising, you will need the info these data-driven insights will give you so that your next campaign will have better chances of success.
9. Sales and Marketing Collaboration
A strong connection and relationship between your marketing and sales teams can make for a highly-effective and efficient ABM campaign overall.
Your marketing team can help drive leads. Your sales team talks to those leads and brings feedback to the marketing team. Then, your marketing team uses that feedback to create materials and content that your sales leads can use during their one-on-one with target accounts.
This synergy is why you should ensure the sales and marketing teams get more chances to collaborate in your business.
With these approaches to ABM, your advertising campaigns will be highly targeted, effective, and more converting. Therefore, if you haven’t been using these ABM ad practices yet, now is the perfect time to do so. Use these tips to help guide you on the best practices for ABM ad campaigns so you don’t get lost and get the desired results.