Account Based Marketing (ABM) is an ultra-personalized marketing strategy where content is written to seduce and engage a well-defined target: key company accounts.
How to capture the attention of decision-makers?
Check out these 4 tips for creating a personalized marketing campaign with ABM.
1. Identify your targets
ABM is a very effective strategy in B2B, especially in sectors where you have to interact with several stakeholders before making a sale. By meeting the needs of each of the decision-makers, you have a better chance of attracting their attention.
You are therefore going to have to focus your content marketing strategy on high-potential customer accounts.
To target these strategic customers, start by listing the company profile:
- Activity sector
- Annual turnover
- Geographic location
- Possibility of repeat purchases
- Sector of influence
Then, determine the key accounts among those that you have already, identifying which leads obtain the best score, those which bring you the most CA (turnover), and those with which you make the most profit.
Thanks to these two elements, you should be able to draw a composite portrait of your ideal company. Now all you have to do is find the key players in the company and tailor your ABM strategy to them.
Remember that this is not about targeting a customer, but an organization. We aren't talking about buyer personas! On the other hand, it is necessary to collect as much information as possible on each participant. For this LinkedIn is a gold mine where you will find all your information!
2. Create ultra-personalized content
In ABM, the initial strategy differs/different from inbound marketing. Your content production will not be used to attract a large number of prospects, but to target specific accounts. In other words, your marketing content must be personalized!
Nevertheless, the objective of your ABM content is to offer a solution adapted to the problems of the targeted company and you will find the same process as in inbound marketing, that is to say, the creation of quality and relevant content.
ABM is a global strategy! All your content must be personalized: e-mails, forms, landing pages, e-books, blog articles, etc., but they must also be accompanied by visual continuity on all media.
3. Select the right broadcast channels
It's not enough to create a personalized marketing campaign with ABM, you still need to distribute it on the right communication channels!
Personalize your emails
If he does not feel concerned, your prospect will send your email directly to the trash! Take the time to personalize your e-mails according to your target interlocutor. Here, quality prevails even more over quantity!
Identify your target's favorite social media
The goal is to be present in the media where you will be sure to be read by your prospects. Share your publications on websites and blogs in their sector, publish expert articles in web magazines dedicated to their field of activity…
Bet on webinars and cause events
Excellent for your notoriety and your brand image, webinars and events such as trade fairs or business lunches are also particularly effective for launching your ABM campaign.
Create a private webinar just for your key accounts and make it an exclusive event where they will rush to register!
Personalize your website
Try to integrate a personalized section into your website that only your target audiences will have access to. A V.I.P. section of sorts, with exclusive content.
You can even go further by creating an associated site reserved for your ABM target.
Retargeting will allow you to rebroadcast your marketing campaigns to the right people, in this case, those who have already seen your ABM publications. Using Facebook and Twitter for your advertising retargeting is a very effective solution!
4. Measure your KPIs
It is important to calculate your campaign results to determine their impact on your ROI. In ABM, KPIs are easy to measure since your strategy is based on a limited number of key accounts.
Among the main key indicators, you have:
1. The number of leads generated
2. The number of target accounts reached
3. The turnover earned
4. The number of appointments obtained
Nowadays the B2B companies understand the importance of a specific marketing strategy based on content personalization but they don’t know how to set them up well to maximize the results. By following those 4 steps of the Account Based Marketing strategy you can increase the engagement of the target that you define, by creating ultra-personalized content that really corresponds to them and choosing the right broadcast channels to interact with them.