Account-based marketing refers to marketing that marketers do based on an account. It is a method of targeting specific audience segments and delivering personalized experiences.
We have seen a lot of changes in the digital landscape that has led to the rise of account-based marketing. You can use account-based marketing for lead generation, customer retention, and increasing conversion rates.
Account-based marketing can help you create more effective campaigns by offering insights into what your customers are doing online and what they are interested in overall. It’s different from traditional marketing, where the company would market to them in one-off campaigns.
This type of marketing is a more sustainable approach that focuses on engaging customers and providing them with personalized experiences.
B2B organizations should use account-based marketing strategies because they help increase revenue, reduce costs, improve customer lifetime value, and reduce churn rates.
If you’re going to use account-based marketing more often, here are a few strategies that you can incorporate.
1. Create Content Based On Audience Needs
Account-based marketing is a marketing strategy that encourages marketers to identify and build relationships with their customers. Brands like Coca-Cola, Walmart, and Amazon have used this type of marketing for decades.
The most crucial goal of account-based marketing is to provide content relevant to each customer’s individual needs. This strategy leads to better engagement, which ultimately leads to more sales.
The critical element of account-based marketing is creating content based on the audience’s unique needs and interests. Experts can make the content in their field or by the company itself from scratch.
It should also be relevant to your audience by ensuring the content is easy to access.
For example, Integrate’s Precision Digital ABM Advertising UK based solution can help B2B businesses reach their audience through content syndication. You will be creating the correct type of content for your audience’s needs, but you’ll also be ensuring that your content reaches them right where they are without your audience having to move anywhere else.
2. Determine Account Personas To Start
As a marketer, you have to determine your target audience and their needs. Then, you can create the account personas that best represent your target audience.
There are two ways to create an account persona:
Determine the persona from within your company’s data.
Design a persona based on customer insights gathered from surveys and customer interviews.
These personas will help you understand who they are and what they want and need from your company. Once you know the account personas, find out what motivates them: their wants, needs, and frustrations. That way, you can develop an effective strategy around it.
Through this information, you can better understand how you can position your company to help your target persona.
3. Nurture Your Targets Appropriately
Account-based marketing is a marketing approach in which the company tailors its marketing efforts to individual customers or prospects.
To nurture your target market appropriately, you need to know their interests and how they interact with your business. You also need to understand their motivations and the challenges that they face. You can find out their motivations and problems through various methods such as social media listening, customer surveys, and interviews.
Developing the persona that we’ve mentioned before is a great way to nurture your target market appropriately. It provides a huge chunk of information and data on your target market to help you decide your following marketing strategies.
4. Devise a Specific C-Level Campaign
C-level marketing campaigns are more focused on the individual and their specific needs. The goal is to get the attention of a c-level executive, who has a lot of power to make decisions.
A c-level marketing campaign is different from other marketing campaigns because it’s more tailored to that person’s needs and goals. The objective is to get that person’s attention, so you should be sure what their interests are and how they behave.
The most crucial step in a c-level marketing campaign is planning your content strategy. You need to know what you want your target audience to do so you can plan your content accordingly.
Since you’re a B2B organization, your target market wouldn’t usually be the same as a B2C corporation. That’s why you should devise a specific c-level campaign.
5. Target Through Multichannel Approach
A critical part of account-based marketing is a multi-channel approach that helps businesses build and maintain relationships with their customers. You can achieve this by using all the tools available in the digital sphere.
The following are some of the most popular channels:
- Social media: Facebook, Twitter, Instagram
- Digital marketing: Email marketing, SEO, content marketing
- Offline marketing: flyers, printed materials
- Video marketing: YouTube videos, Streaming/Live Channels
It is a multi-channel approach that leverages digital, social, and mobile channels to deliver personalized experiences and increase the lifetime value of each customer.
When you reach customers where they are, you’ll find that it’s a lot easier to find potential customers and clients for your business.
6. Leveraging the Power of Peer-to-Peer Learning & Networking
Peer-to-peer (P2P) learning is a form of online learning based on the idea that people are more likely to learn from each other than from a teacher.
Peer-to-peer learning has been around for decades, and it’s one that account-based marketing strategies use often. You can use P2P knowledge to build networks with people who have similar interests or backgrounds as you do. You can use these networks for professional development, career advancement opportunities, and networking purposes.
Peer-to-peer learning has many benefits, such as increased efficiency, increased diversity in the workplace, and increased access to resources.
B2B organizations can benefit a lot from account-based marketing strategies because of how intimate and personalized these strategies for marketing can be. Since most B2B organizations need to get in touch with clients within the org, finding a unique way to market to them will always be a blessing. You should try out account-based marketing to get more chances for your organization to reach your audience better.