Account Based Marketing Guide to B2B Segment

How to create a winning ABM strategy for your business?

The choice of target accounts varies from company to company, as each organization has unique business goals and a personal strategy that defines its criteria. Before you start developing a solid plan, you need to research some account-based marketing criteria:

• Purpose of the ABM program
• Accounts you've targeted
• Opportunities with those accounts you have targeted

Identify and select ICP (ideal customer profile)

Before you begin your Abm efforts, your marketing and sales activities need to be thoroughly researched so that you can make an informed decision about the accounts you choose. Find out what industry, company size, location, annual revenue, sales opportunity, profit margin, etc. Are right to generate the highest long-term profits for your business. This study must be both qualitative and quantitative.

If you don’t know which accounts you want to target or have cleared your original list, create a proactive model in collaboration with your marketing team. Proactive analysis takes into account millions of data attributes from both internal and external sources (company technical stack, hiring trends, social media activities, funding level, marketing solution, CRM, blog posts, third party websites, social media channels, etc.), then uses machine learning to understand who, buy.

Next, prioritize your accounts and decide first, then they will continue. It is paramount to prioritize lists to demonstrate early success and maximize the return on ABM invested capital.

Connect your account

Once you've prioritized your target accounts, start mapping people within each key account. This will give you a more accurate picture of which buying groups are best to target. You need to understand your audience well - what challenges any person faces, what influences their decisions, and who makes those decisions.

You have a plan that focuses on a key part of the organization. Consider

• Financial health
• Business initiatives
• Staff development
• Technologies
• Organizational structure
• SWOT analysis
• Industry analysis

Successful and effective marketing should start with understanding your audience. This is especially important when the audience forms an entire buying group or a specific set of executives who decide when, what and where to buy.

Create the right content

You need to have the right content to communicate the value of the solutions to your ABM audiences. If you want to offer a customized brand experience across all channels, consider customizing the content for your account contacts.

Creating scalable content to support your ABM model throughout the purchase period may sound a little overwhelming at first, but not impossible. Before you start making original content from scratch, see what you already have in your library. You can have a comprehensive list of content that includes information about its date, audience, and so on, which can be implemented or help you find potential gaps.

This lets you know what content you want to update, reuse, or discard from the archive. Start by building an effective content strategy for your target accounts once you have a clear idea of??what content you have, the gaps in the content container, and who you’re creating content for. You can use the content / message matrix to map out what content you plan to use to reach your goal throughout your shopping trip.

Distribute your content through social media, email, websites, etc. and make sure the process is organized so that no destination account receives the same content twice or any irrelevant content at the point where they are.

To engage your ABM audience, your content needs to be personal, relevant, and current.

Measure and optimize account-based marketing results

You cannot measure the success of any strategy without understanding its revenue implications. So you need to make your ABM results practical, concrete and available in real time. It has been noted that around 60% of CMOs have difficulty in indicating a return on investment - one of the main reasons is that the right questions are not asked.

• After running your campaign for 30-60 days, check that:
• Was your personal content interesting? If so, how?
• If accounts are more interested in your brand?
• Are you expanding the number of well-known stakeholders in these organizations?
• Did you move any of these targeted wires to the funnel?
• Have you received revenue from these campaigns?
• What could you do better ahead?

Passionate Digital Marketer