How to Attain Maximum Result Through Account-Based Marketing

Introduction

Account-based marketing is not the most common phenomenon, but marketers in the know value it nonetheless for its fast results. If you are looking for a new marketing strategy to include in your campaign, look no further than ABM. Here are the seven ways to achieve results with account-based marketing.

#1 Find Out What Matters to Your Customers

First and foremost, you need to determine what it is that matters to your customers the most. If you don’t know what their interests, values, beliefs, and priorities are, you will not be able to provide them with an experience that will meet all the necessary criteria of well-developed account-based marketing.

#2 Define Your Targeting Criteria

Though you might know everything about your target accounts, you still need to make sure that you define your targeting criteria as accurately as possible. The targeting criteria are meant to help you decide which accounts you will be targeting. So, in a way, the first and second tips are connected to each other.

#3 Develop Specific Offers

The next step is to develop specific offers. The only way you will succeed in account-based marketing is if you are able to create offers that will be interesting for your selected accounts and will offer enough value for a reasonable price. In other words, specific orders are meant to be as appealing as possible for your target accounts.

  • Value: The products you are offering are valuable or the services you are offering provide enough value to your potential customers.
  • Price: The prices of your products correspond to their quality and the value they have for your customers.
  • Other: You have additional options for the products you are offering.

#4 Personalize User Experience

Though personalization is now considered more of a standard than a general trend, some marketers continue forgetting about the importance of personalized user experience. As mentioned earlier, account-based marketing is about targeting a smaller group with a more thought-through campaign instead of a huge audience with general assumptions.

  • Offers: Not much to say about this because everything has been explained in the previous tip: your offers have to be personalized.
  • Long-Term Relationships: Lastly, you need to maintain long-term relationships with your returning customers by providing them with all kinds of personalized bonuses, discounts, offers, and so on.

#5 Test Your Emails

#6 Conduct Surveys

One of the best ways to find out what your customers think about you and what your target accounts need is by conducting regular surveys. These are usually done online and are based on a particular template. If you structure your surveys correctly and include all the necessary questions, you will be able to achieve outstanding results.

#7 Track Performance

Last but not least, you must track the performance of your account-based marketing campaign. This will enable you to see actual results and understand which parts of your strategy are lacking and need to be improved to perform better. Besides, tracking performance is important no matter what kind of marketing you use.

  • Engagement: How much traffic do you generate on your website? How many likes and comments do you get on your social media accounts? How many site visitors use your live chat option?
  • Exposure: How often is your website or brand being mentioned on other websites and blogs? How many shout-outs do you get when you collaborate with others? How often do experts talk about your brand?
  • Expenses: How much do you spend on every aspect of your marketing, production, and so on? Do you have any losses?

Final Thoughts

All in all, account-based marketing isn’t a very demanding marketing strategy, so adopting it will not be a difficult process. Use the tips in this article to help you successfully get started with this technique.

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store