B2B marketers are always looking to scale the impact of their account-based marketing or ABM marketing efforts, as it offers phenomenal results. 87% of marketers believe it outperforms all other tactics, and studies show that it offers excellent ROI too.
With this in mind, take a look at 4 simple things that you can do to turbocharge the results you get via account-based marketing.
Adopt a tiered approach
Once you’ve identified the accounts you’d like to target, segregate them as high priority, medium priority and low priority on the basis of their probability of conversion. To understand the likelihood of conversion, study geographical location, industry, company size, revenue, and other metrics. In other words, use this information to create target tiers, bunching like accounts together.
As similar accounts are likely to behave similarly, you can determine which marketing efforts would be most effective for which tier, after understanding typical purchase behavior. This approach allows you to be extremely targeted and efficient, which in turn improves the number of successful outcomes that you can accrue. What’s more, it helps you allocate funds better. If your total budget for account-based marketing is $500, for instance, you can allocate 50% towards tier one, 35% towards tier two and 15% towards tier three.
Personalize website content
The organizations you’re targeting via account-based marketing aren’t looking for templatized solutions. At the heart of a successful ABM campaign is personalization and contextualization. So, make this your trump card.
Create a dynamic, customized web experience for your prospects. For example, ensure that the webpage addresses the prospect by name, and that the content that’s displayed up-top—whether it’s product/services or organization information—is tailored to their needs. If you’re able to quickly address every point on the B2B buyer’s checklist through your website, you’ll immediately win brownie points. While this may seem like a complicated undertaking, the pay-off is incredible.
Invest in dynamic emailers
Another step towards hyper-personalization is the use of dynamic content in e-mails. It involves intensively customizing emails that you send out to target accounts. This means looking beyond addressing the prospect by name. It refers to personalizing the communication by:
- Specifying company details
- Including relevant, industry-specific information
- Tailoring the subject line and headline
When you make the shift from generic emailer content to dynamic, customized content, you’ll be able to witness a sharp rise in your open rates. This is an especially effective and affordable tactic to nurture those accounts that don’t make it to the top tier.
Use leadership effectively
You can even use executive leadership to maximize the outreach of your account-based marketing strategy. Here’s how this tactic works: When the decision-maker is an executive or CXO, ensure that a person of similar or same designation reaches out to the prospect. Whether it’s digitally, via platforms such as LinkedIn, or at a one-on-one meeting or pitch, this is the ultimate sign of personal attention. It shows that you’re willing to go the extra mile to win the account.
As this approach is time and labor-intensive, it’s best reserved for:
- The handful of accounts that make it to the very top of the first tier.
- Those high-value prospects who are at the bottom of the sales funnel and need a nudge to convert.
Research indicates that companies who run an ABM campaign for over 2 years are 2x as likely to enjoy higher ROI. However, this outcome depends on whether or not you excel at account-based marketing. Since it is an extremely detail-oriented lead generation tactic and requires a tight hold over multiple moving parts, entrusting experts is a good move. It not only improves results but also lowers costs.
So, contact our ABM campaign experts at Resolute B2B. Our agile approach and meticulous tracking can help you get fantastic results. Visit our website today to know more about how we tackle ABM campaigns.