Account Based Marketing Strategy

1. Account Based Marketing Strategy 2021 will be the year of data and insights based on accounts. More marketing and sales teams will use account-level engagement data and a broader set of intent signals to help them identify, prioritize, and customize communication for those accounts most likely to convert. This will increase efficiency and establish companies to expand ABM's efforts. " ABM - one of the biggest buzzwords in the world of digital marketing. An important component of marketing strategy, taking marketing pillars to their zenith. And there is still continued success! The result of advanced technology along with brilliant minds turned out to be a huge success, which means that marketers are increasing their dependence on ABM. Simply put, ABM is a dedicated, targeted, and accurate strategy that nurtures relationships to drive sales. It is said to have the highest return on investment among all B2B strategies. Account-based marketing techniques are widely implemented as they enhance the sales process and generate higher revenue in a shorter period of time. Account based marketing tactics to stay ahead of the game We passed that point where knowing ABM well was considered sufficient. With the increasing competition and everyone using the same tactics nowadays, it is imperative that you always keep your eyes peeled. Here are some ABM best practices to ensure they continue to be killed in 2021 and beyond: Narrow focus with targeted approach “Account-based marketing increases the marketing-driven TTEC pipeline by 366%” - Final stop

2. Today, a successful account-based marketer is seen as someone who leverages customer data to provide relevant content and personalized offers. Analyzing your current customer base to identify those who fit your definition of an ideal customer can not only benefit your prospects in maintaining a long-term relationship but also offer the most lifetime value. Account-based marketers primarily focus on a dedicated set of target accounts, treating each account and its stakeholders as their own market. Careful research on target forecasts and diligence with the data will ensure that you never miss an opportunity. CONNECT WITH A CONTENT MARKETING SPECIALIST Connect with social media According to Brandon Ridlinger, Growth Director at Engagio, there has been an increase in buyer development as well as the number of smarter buyers these days. One of the main effective tactics is to follow up and strategically communicate with these potential buyers on social media. Once you create a list of all the major ABM accounts targeted, search for the accounts associated with them on social media platforms like Facebook, LinkedIn, Twitter, and other related industry platforms. Be a good listener and understand how your target prospects are using social media before they start engaging. Make it hassle free The batch and blast are a thing of the past! Today, email marketing is seen as one of the most powerful marketing channels, which when combined with ABM gives you better results. It helps you understand the priorities of a potential buyer as well as add value to your business. While ABM's strategy targets the customers most relevant to promoting your brand, the goal of email personalization is to send the most relevant emails to your subscribers at the right time. Cut through chaos Good content will grab attention, but unique content will stand out from the crowd and make an impression. We've reached a point where everyone is vying

3. to stay on top and being the best isn't enough. To position yourself as the best of the lot, you must know all the tricks of the trade. One of the main steps is to research your target customers and create the type of content that aligns with their agenda. Share the perspective that will position you in front of your target prospects; Make it relevant and informational and picks up their request. Make sure to review existing content and get input from the sales team so you can fill gaps in the content program. Increase the exposure of your content with directories, newsletters segmented for the industry, blogs, articles, videos, advertisements, etc. Also, the topic should be available in at least 3 formats. Once everything is in order, choose the right channel to distribute your content. And remember, timing is everything! Collaborate This is one of the biggest challenges for ABM. If the inconsistency between sales and marketing teams is not addressed and acted upon, the probability of success will be low. The marketing team may be the key factor in creating high-quality leads and nurturing relationships, but the sales department has the same amount of responsibility in converting these leads into a long-term opportunity. To ensure the success of what you envisioned in 2019, Sales, Marketing, and Operations must work together throughout the funnel. Repurpose and rebuild Another important part of a successful ABM strategy is to revisit your existing target accounts list from time to time. He notes that once the sales force develops the target account list, it will never be updated. Everything must be tested and tried constantly. Topics that don't work well in one format may end up doing well in another. Keep in mind that some content formats earn faster than others - think directories or ads rather than e-books or vlogs rather than blogs. Think of diving deeper rather than digging deep and

4. evaluating your existing customers. Find high-value accounts and sort them into the best singles. Get the most out of multi-channel communication by putting in place a multi-point referral model. Implementing an account-based approach to advertising will not only make your campaigns more strategic and targeted, but it will also create greater impact and reduce costs. The need for evaluation One of the main and effective ways to ensure your continued success is to always track your KPIs and metrics. This includes profit and loss rates, conversion speed, and customer life value. Instead of evaluating a quality-focused initiative with quantity-based channel metrics, look at broader marketing initiatives. Make sure to communicate your success in the form of centralized dashboards and share it across marketing, sales and operations. Keep company and ROI aligned to your campaigns and find a window of opportunity. Quoting Kara Caruso (Vice President, R2I) from her interview with MarTech, “ABM requires more than just one component (Marketing Department). ABM is an integrated strategy that is adopted comprehensively across the organization. " With embracing ABM efforts that went off the line, it's important to acknowledge that they require commitment. And if done right, it will pay off amazingly. Incorporating these ABM strategies in 2019 will not only help your search for trends and what needs improvement, but it will also increase your marketing efficiency in the coming years.