The companies that develop Marketing campaigns constantly seek to optimize our results. We are often impatient and find it difficult to wait for users to move through the purchase process naturally. For this reason, implementing an account-based marketing (ABM) campaign can help us shorten this buying process for potential clients or accounts. Without intrusive techniques, attracting your attention and being very effective. Do you think it’s possible? If you are from the Marketing world, you have probably heard about this concept of account-based marketing. Read this post to know the keys to implement it and multiply the results only with qualified clients without having to wait a long time. The ABM Benin Phone Number List perfectly meets a more focused automation approach , aimed at more specific audiences and with very specific characteristics. This is the case of B2B markets. In return, we offer those interested and more converting users a more personalized experience and the valuable content you need. What is account-based marketing? The account-based marketing (ABM) integrates various marketing efforts and marketing activities with specialized marketing services and automation technology. Through this method, a company makes itself known to an organization to reach the decision-making target and make the sale.
Specifically, account-based marketing consists of those Marketing and sales resources (Social Media, Email Marketing , Google Ads, SEO, etc.) being focused -adapting their content and strategies- to the public on which we want to impact and that previously we identify as someone who has an interest in our brand, products or services. In this method, the audience we often speak of is usually “accounts” – hence its term. Therefore, it must be taken into consideration that we are not only targeting individualized users, but also groups of people with similar interests , as is the case with company accounts. For example, to be even more specific, when we talk about creating content tailored to those potential customers (those accounts) we mean that it is only for them. Then we could even address them with their name or create an Ebook analyzing the market situation of that company in question. Now that you fully understand the definition of account-based marketing, I encourage you to read on to find out how to get it started. It is advisable to apply an account-based marketing strategy for companies or clients that are in two very specific situations: ABM for companies with few potential customers Today there are many companies that continue to invest their efforts in traditional Marketing strategies and supported by the commercial team.
In some cases, they find little return on these types of actions. These types of companies find their answer in ABM strategies with great success, since it allows them to identify accounts in a semi-automated way and implement actions that contribute to increasing the efficiency of the commercial team. In other words, for companies that consider that it is not profitable to apply an Inbound Marketing strategy because their market niche is small, the ABM is for them. Therefore, a company whose range of potential customers is limited or whose geographic coverage is only applicable to a very specific area , could achieve success through an account-based marketing strategy. ABM for companies with high-value customers On the other hand, there is another type of case different from the previous one. These are companies characterized by having high-value customers. We call customers of high value, (in English Customer Lifetime Value), customers who are profitable to acquire , either because they are easy to retain, because they have a wide field of influence and with the ability to recommend or that, simply, they represent a large turnover for the company in question. In Benin Phone List this case, an account-based marketing campaign increases the effectiveness of all the Marketing strategies and actions that the company is carrying out to attract, retain and retain these types of customers, who are well recognized and identifiable thanks to the implicit technology of the own ABM.
In this way, the term of client management is shortened, as well as the cost of said operations. This will be much more profitable and fruitful when you consider the high value of the customer. 3 keys to creating your account-based marketing campaign Do you want to know what are the steps to follow when launching an account-based marketing campaign? Follow the following key recommendations. 1. Be very clear about your Buyer Persona Before implementing an ABM strategy, it is essential to know which accounts will be our target and to know our Buyer Persona very well. But how can we get to it? There are various tools that can help us segment our audience well. One highly recommended is LinkedIn Sales Navigator , a feature available on this social network aimed at getting quality leads, which is key to identifying the accounts that can guarantee you the most conversions. With this LinkedIn tool we can configure a multitude of filters to more easily find our target audience, create lists of potential customers, receive notifications of new matches and integrate this data with your CRM.
Examples of ABM communications Here are some LinkedIn posts as an example of ABM strategies. In this first case, the communication is brief, concise and direct, but it also offers valuable content for the person to whom it is addressed. Here’s another example where, while they don’t use personalization too much, their copy does go straight to the recipient’s pain point. It is more commercial and less conversational in focus, offering a free demo of the product, and likely targeting a very broad segment of users. In this case, the message is short and direct, he knows the profile of the receiver very well and seeks to generate conversation. Although it includes a commercial offer, it does so in a non-intrusive way and asking for an opinion. Account-based marketing: go ahead and put it into practice! As you can see, developing an account-based marketing campaign for your company can help you increase your Buyer Persona conversions. To achieve this, remember to work and define your target audience well. Thanks to this segmentation and the use of appropriate tools, you will ensure that the actions implemented bear fruit. And you, have you already implemented your account-based marketing strategy? Let us know in the comments!