ABM Strategy 101: 7 Steps to Put Account Based Marketing into Action

By Darshana Patel

7 Steps to Put Account Based Marketing into Action

Welcome to our Account Based Marketing Strategy 101 series blog. where we discuss the latest strategies and tactics for growing your business. Today, we’re going to talk about a powerful marketing approach that can help you attract small businesses and drive revenue growth: account-based marketing (ABM).

With Account Based Marketing, you’ll be able to identify, target, and engage with the small businesses that are most likely to buy from you, and then tailor your message and approach to each one.

By using Account Based Marketing, you’ll be able to build relationships, provide valuable resources, and ultimately drive more sales. In this blog post, we’ll explore the key principles of ABM and share some tips and strategies for how to use it to attract small businesses.

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1. Identify target accounts:

Start by identifying small businesses that align with your ideal customer profile and have a need for your products or services. There are several tools that can be used to identify target small business accounts for account based marketing.

Some popular options include:

  1. LinkedIn Sales Navigator: This tool allows you to search for specific companies and decision-makers within those companies, and provides insights on their job titles, industries, and location.
  2. Hunter.io: This tool can be used to find the email addresses of specific individuals at a company, making it easy to reach out to them directly.
  3. Crunchbase: This tool provides information on companies, including their funding history, key executives, and recent news.
  4. SimilarWeb: This tool can be used to research a company’s website traffic, including the number of visitors and where they’re coming from.
  5. Google Search: Simply searching for a company on Google can provide valuable information, including the company’s website, social media profiles, and recent news articles.

Keep in mind that these tools are not perfect and should be used in combination with other methods such as networking and attending industry events to identify target small business accounts.

2. Personalize your approach:

Use account-based marketing techniques to tailor your message and approach to each specific business. This includes creating personalized landing pages, email campaigns, social media channels and posts.

An example of an email campaign that reflects account-based marketing would be one that targets a specific company and decision-makers within that company. The campaign would be tailored to the specific needs and pain points of the company, and would use personalized messaging and dynamic content to increase engagement.

Here is an example of such an email campaign:

As you can see in this example, the email includes the company name and the decision-maker’s name, tailors the messaging to the specific needs and pain points of the company, and provides a clear call-to-action for scheduling a call.

By sending personalized and relevant emails like this, you can increase the chances of engaging with your target accounts and ultimately drive more conversions and revenue.

3. Build relationships:

Build relationships with decision-makers and key influencers at the target small businesses. Use LinkedIn, email, and other channels to build trust and establish yourself as a valuable resource.

Here are a few ways to build relationships with these individuals:

  • Research: Research the company and the decision-makers within it, including their job titles, responsibilities, and professional backgrounds. This will help you understand their needs and pain points and tailor your communication to them.
  • Networking: Attend industry events and networking opportunities where you may be able to connect with decision-makers and key influencers in person. Building a personal connection can be very effective in building trust and establishing a relationship.
  • Social media: Use social media platforms like LinkedIn to connect with decision-makers and key influencers. Engage with their content and participate in relevant conversations to start building a relationship.
  • Referral: Utilize your existing network to see if you know someone who can introduce you to the decision-maker or key influencer. Referral can be a very powerful way to make a connection.
  • Personalized Outreach: Reach out to decision-makers and key influencers with personalized messages and emails that are tailored to their specific needs and pain points. Show them how your product or service can help solve their problems.

Keep in mind that building relationships with decision-makers and key influencers takes time and patience. It’s important to be persistent and consistent in your efforts to establish a connection.

4. Offer valuable content:

Provide small businesses with valuable information and resources that will help them succeed. This could include whitepapers, case studies, webinars, and more.

Here are a few simple ways to create whitepapers and case studies:

  • Use a template: Many organizations and companies provide templates for whitepapers and case studies that can be customized for your specific needs. This can help you quickly create professional-looking documents without needing to start from scratch.
  • Use existing content: Use existing content such as blog posts, articles, or research to create a whitepaper or case study. You can organize the information and add additional insights or analysis to create a more comprehensive document.

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  • Conduct research: Conduct primary research such as surveys, interviews, or focus groups to gather information for your whitepaper or case study. This can help you provide unique insights and data that sets your document apart.
  • Collaborate: Collaborate with industry experts or other organizations to create a whitepaper or case study. This can help you tap into a wider pool of knowledge and resources.
  • Keep it simple: Keep your whitepaper or case study simple and easy to understand. Use clear language, simple design and avoid jargon. Make sure to include summary, conclusion and next steps for the readers.

By following these simple steps, you can create whitepapers and case studies that provide valuable information and establish your organization as a thought leader in your industry.

5. Provide a clear value proposition:

Make sure your value proposition is clear and easy to understand. Explain how your product or service can help small businesses solve specific problems and improve their bottom line.

6. Use Referrals:

Leverage your existing customer base to generate referrals and recommendations. This can be a powerful way to attract new small business customers.

This email is a polite request for referrals from a satisfied customer, it express gratitude for the customer’s business and ask for their help in growing the business by referring other companies. It also provides a reward for referring which can increase the chances of getting a positive response. The message is clear, concise and easy to understand.

7. Measure and Optimize:

Continuously measure the performance of your ABM campaigns and optimize them to improve results. Use analytics to identify which tactics are working and which are not, and adjust your strategy accordingly. Measuring the performance of your ABM campaigns and optimizing them is crucial for the success of your efforts.

Here are a few ways to measure and optimize your ABM campaigns:

  • Track key metrics: Track key metrics such as website traffic, lead generation, and conversion rates to see how your campaigns are performing. Use tools such as Google Analytics, Marketo, and Salesforce to help you track these metrics.
  • Analyze engagement: Analyze engagement levels of your targeted accounts. Identify which accounts are engaging more and which are not, understand why and adjust your strategy accordingly.
  • Monitor ROI: Monitor the return on investment (ROI) of your ABM campaigns. Use the data you’ve collected to calculate the cost of acquiring a new customer and compare that to the revenue generated from that customer.
  • Test and Optimize: Use A/B testing to compare different versions of your landing pages, emails, and other campaign elements. Test different messages, calls to action, and designs to see which elements drive the most engagement and conversions.
  • Continuously Monitor: Continuously monitor your campaigns and make adjustments as needed. Keep an eye on industry trends and adjust your strategy to stay ahead of the curve.
  • Align with sales: Work closely with your sales team to understand their interactions with your target accounts, the challenges they face and the success they have. Use this feedback to optimize your ABM campaigns and make them more effective.

By measuring the performance of your ABM campaigns and continuously optimizing them, you can ensure that your efforts are producing the best results and driving more conversions and revenue.

In conclusion, account based marketing is a highly targeted and effective approach for B2B companies looking to grow their revenue. By identifying and focusing on key accounts, businesses can create personalized and strategic campaigns that drive results. By building a strong relationship with key decision makers, businesses can increase their chances of success and ultimately drive more revenue for their company. With the right strategy and execution, account based marketing can be a game changer for B2B companies looking to take their sales to the next level.