Scaling your account based marketing (ABM) efforts is now easier with the help of social media platforms. If you’ve been assigned a task to run account based marketing efforts that captures a wide market and closes the deals faster, then you have come to the right page. ABM is the hot topic for B2B lead generation. Everyone is talking about this right now.
What is Account Based Marketing?
It’s a go-to-market technique that involves coordinating personalised marketing and sales activities in order to land and develop target accounts. It is focused to drive revenue.
You may have received thousands of lists of potential ABM lists, wondering how to make it happen without burning the midnight oil? The question is- how do you make it happen? You may have the company info, name of the concerned person, designation and all other details required to reach the prospect.
It’s no big issue if you have thousands of ABM lists with you. The following strategies mentioned below will help you to scale your ABM efforts faster without taking your budget off the roof. Wondering how? Let’s learn below:
- Develop a tiered approach to ABM:
You must start this approach as soon as you start with a selection list from your business directory. You can group your target list in 2-3 tiered based on priority. The criteria of selection totally depends on the likelihood of converting as well as higher selling price. You need to plan your strategy based on the criteria to make the task easier and efficient. You can segregate tiers based on the following. For instance:
Tier 1: Highest level of marketing investment
Tier 2: Slightly lower marketing investment compared to Tier 1 list
Tier 3: The lowest level of marketing investment.
You may list all your marketing activities in the column and tiers in a row and do the selection accordingly.
- Identify attributes for segmentation and targeting:
Once you have your selection lists ready, think about how you can segment these accounts. You can segment on the basis of industry type, size of the company, geographical region and other factors. Now, when you have your segment ready, you can define marketing strategies and campaigns based on the attributes for sales lead generation.
For instance: If 20% of your target audience is using a competitive product, you can design campaigning emails how your product differentiates with the competitive product.
- Use dynamic content in emails:
Most of today’s target market looks for personalised emails. Dynamic emails are a great way to deliver personalised campaigns to your target market. It is easier to send personalised emails when your target audience is say 30-40 accounts. But what if you have more B2B contact database than that? You can send personalised name, designation and company name. You can also try changing the subject line and make it more appealing for your target audience to open the email. Creativity will help open gates.
- Use web personalisation to increase web engagement:
A website does not have to be, and should not be, a uniform experience for all visitors. Web personalisation means a dynamic experience for all your visitors based on their profile, behavior, location and other attributes. What prospects find his/her company name on your website – wouldn’t that person want to engage with your website? Absolutely yes! Everyone loves a tailored experience. You can create a personalised web experience for your Tier 2 and Tier 3 prospects.
- Leverage paid ads to reach your accounts across the web:
Use paid ads to reach your accounts all over the internet but make sure you have verified emails. Many social media profiles such as LinkedIn, Instagram, Facebook allows you to target specific companies, designation and leads within your database.
For instance: when you leverage paid ads on LinkedIn, it has the capability to target people who are natively within its interface and work for specific businesses.
Marketing automation tools can help you to reach your target audience on accounts such as Facebook and other social media profiles. You may also collaborate with content syndication vendors to target leads only at particular domains, in addition to social media.
Conclusion:
These are some of the ways to remotely reach your target audience and customers irrespective of their location. Your marketing strategy should work around building communication through various channels. ABM has proved to deliver higher ROI compared to other marketing efforts. It is time to start ABM now!
