How to Execute Account-Based Marketing In 2020


Marketing trends to be a point of weakness for even the best businesses. There are so many possible methods to use — and so many ways to implement them — that plenty of things can go wrong. It’s particularly key in the B2B world where prospective (or existing) customers tend to have much greater expectations. You really need to impress them.

That’s where account-based marketing (or ABM) enters the picture. By catering your marketing efforts to specific types of prospect (or even individual targets) instead of starting out with generic materials, you can greatly improve your results. It isn’t easy, though, so how can you make it work for you in 2020? Here are some essential tips:

Curate the Most Relevant Accounts

From there, you can stick with the suggested groups or do some further filtering until you’re happy with the selections. The more time you put into this stage of the process, the easier you’ll find everything that comes after it, so ensure that you don’t rush it. Remember the old data adage of garbage in, garbage out (GIGO) — even exceptional marketing work will fall flat if it’s wasted on recipients who don’t care about it or simply don’t find it relevant.

Invest in High-Quality Catered Content

If you were trying to market to everyone, you’d need to include a lot of elements in an effort to cover the bases. When you start targeting distinct niches, you can cut back on the overall amount of content in each piece (while still retaining a lot of shared aspects), knowing that what you do include stands a much better chance of convincing them.

Think about trying to convince a stranger of something. You don’t know how they think or what they’ll believe, so you have to puzzle it out along the way. Now think of trying to convince your best friend. You know their mind, so you can go directly for an argument that will suit them. Less content, but with more impact. It’s a more efficient way to work.

Fig : Building Relationship

Go the Extra Mile with High-Value Targets

This should include things like full personalization for your marketing emails (dynamic recommendations, unique offers, etc.), and even the provision of custom print materials (anything from personalized business cards to client-specific brochures filled with only the products and/or services that are directly relevant).

You can even throw in some gifts picked specifically to impress those specific clients. For instance, you could take the time to learn about which foodstuffs the members of a particular team enjoyed, then send some tasty morsels over: it could go a long way towards winning their approval. After all, you’re not just marketing what you do — you’re marketing your brand.

Focus on Building Relationships

That means that you should start trying to forge connections from the very beginning. Part of your ABM should involve communicating with the prospects: getting to know them personally, letting them get to know you in return, and finding out how compatible your companies are. Something as simple as discovering that you and a prospective client have similar goals can make a huge difference and set your proposal apart from any others they receive.

How should you do this? You can reach out on social media to prompt some conversations. You can simply call prospects over the phone. You can even visit them in person (given permission ahead of time, of course). And the more you understand them, the more it will help.


Originally published at on January 23, 2020.



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