If you’re running an ABM program, then you’ve probably found that it’s a tedious affair to launch the programs you have in mind because each program requires a relatively long list of steps to be taken. The process is somewhat complicated as you need to coordinate your marketing and sales teams.
The goal of account based marketing is to drive leads and conversions for specific accounts. It involves identifying, attracting, and engaging with these high-value prospects throughout their journey—from awareness through purchase. Account Based Marketing hubspot calls for a personalized and strategic approach to generate more qualified leads.
To make the job easier, here are some essential strategies that you should know about:
Start Small in Account Based Marketing
Just like in sales, account based marketing requires a lot of groundwork to get started. An ABM strategy doesn’t need a lot of work to be successful, while it needs a lot of time, energy, and resources to get going.
Taking all factors in business, you have to start small. It’s similar to the approach of planting seeds. You have to trust that these seeds will sprout into trees one day.
Let your ABM strategy grow over time by launching it one by one. For example, you can start with LinkedIn first, ramp up your Twitter efforts after that, and then gradually move on to other social media channels.
Make Sure Your Content is Relevant
Companies’ biggest mistake while starting with such marketing is wasting too much money on irrelevant content. About 51% of marketers say that wrong targeting has been their most significant source of wasted ad spend.
It’s important to know that ABM is a long path, and the earlier to start is the better option. Make sure that your ABM content is highly relevant to each account as you continue to build momentum.
Be Everywhere where Your Buyers are
The era of digital marketing has changed the way people shop and communicate with businesses. Gone are the days when businesses were confined to their websites and blogs alone. A study from Forbes suggests that 94% of B2B marketers say they use at least seven social media platforms for business this year.
It’s essential to be where your buyers are, and social media is a great place to start. Consider using a mix of paid advertising, content marketing, and email campaigns as a part of your Account Based Marketing hubspot strategy.
Don’t be Afraid to go Niche
Many marketers confuse account based marketing with mass marketing. The truth is that marketers can do like an ABM just as well, in a small group of accounts, as they can do it for an entire market.
Indeed such marketing requires you to invest more in your marketing efforts which will be worthful, especially if you choose a niche audience.
Integrate ABM with Other Channels
ABM is most effective when it’s done by email, social media, and SEO campaigns. Not only does this integration increase the chances of making a sale, but it also allows you to enhance your message.
The more you integrate ABM with other marketing channels, the better your performance will be, especially if you’re trying to reach specific accounts.
Remember that this is basically against the traditional sales process, so give yourself some time to adjust.
Optimize Your Lead Scoring Process
Lead scoring is crucial as it ensures that you invest more time and resources into leads more likely to convert. Not all leads are created equal and not even the ones that seem to be perfect for your company.
The trick is to identify how likely a lead will purchase from you and then organize them accordingly. In this way, you’ll exactly know where to invest your time and resources to get the best results.
These strategies will help you ramp up your ABM strategy and establish a solid foundation for it. As you continue to implement each one, the power of account based marketing will be unshakeable, no matter what challenges come in the way.