Quality first is our mantra in ABM!
Every B2B marketer deserves to get insights on their target account list and have the power to engage target accounts with automated ad programs. Likewise, every B2B sales rep should know which accounts to prioritize and be able to access marketing engagement history.
If you haven’t already started, you’d best pull up your socks and begin the transformation into a digitally-driven account based marketing organization or run the risk of becoming obsolete. #Unlike #Unfollow
B2B companies that are leveraging new ABM technologies have a competitive advantage. Think about the power you could hold if you could automate a profitable account based marketing program across hundreds or even thousands of accounts. Can you really afford not to use ABM software?
New technology innovation is the reason why Account-Based Marketing (ABM) is becoming the fastest growing B2B marketing strategy. According to The ABM Consortium Benchmark Report, 80% of participating B2B organizations stated that ABM is one of their most important revenue generating strategies.
Here are the 6 key components of a successful ABM strategy:
Account Selection: This is where ABM starts off. Marketing & sales teams work together to agree on a list of accounts they will both target. This usually means pulling together a target account list from your CRM system and adding net new prospects based on website visitor and other marketing activity.
Insights: Read the body language of your target accounts to identify target accounts most likely to buy. Which accounts are engaging with your marketing content? Which website pages do they look at? which emails do they read? which ads do they click? when did they start engaging?
Content: Come up with a content plan to educate and build awareness with your target accounts. This usually means taking your top 5 to 10 content offers and setting up an automated ad retargeting program over a 3-6 month cycle.
Orchestration: Each prospect or customer is going through different transitions and the content delivered needs to adapt their journey at each level of the buying process. B2B marketers are increasingly adding content personalization rules to their ad retargeting programs for enhanced performance.
Delivery: Don’t rely on just on email to deliver your messages. Over 95% of website visitors never fill in your webforms and over 80% of emails never get read. That’s why company-based ad retargeting is becoming a powerful new channel for B2B marketers.
Measurement: Be sure to use account-level analytics to track your marketing results. How can you improve if you don’t know how your target accounts react to your marketing programs?
Need more information? Check out our latest white paper written in partnership with the ABM Consortium: The Definitive Guide to Account Based Marketing.
Stay tuned for upcoming blogs!