Building Relationships Through Account-Based Marketing
In today’s hyper-competitive business environment, the need to connect and build trust with your customers has never been more vital. With the growth of account-based marketing (ABM), companies have been taking increasingly advanced approaches to attract the right accounts. Below, we’ll cover strategies for using ABM to create connected engagements and entice your audience.
Getting to Know Account-Based Marketing
Before we get into the weeds with building connected engagements, it’s essential to lay down what account-based marketing stands for. Account-based marketing’s aim is to put individual accounts first and focus on driving a target account’s journey. This stands in stark contrast to traditional forms of marketing that involve casting out wide nets in hopes of catching a lead. Not so with ABM. It takes a data-driven approach that looks at the unique attributes of a business as they market through a series of experiences.
Picking the Right Target Accounts
When building your account-based approach to marketing–or even if you’re just getting started–it’s essential to find the right accounts to focus upon. When hunting the right targets, it’s best to start your research using a number of variables. You might find, for example, that using key indicators such as company growth, size, and relevance in your industry sector can be helpful.
Tailoring Personalized Experiences
One of the hardest things to do in life is generalize a particular model or customer. Your target accounts are no different. When devising connective engagement strategies for ABM, it’s essential that you differentiate your approach to each and every business. You might even use a number of methods or tactics to say, photos, to heat map technology, and more to better engage each company’s campaigns.
Employing Account-Based Advertising
Consider using account-based advertising as one of the new ways to improve your ABM strategies for these engagements. Basically, it’s advertising for everyone except it’s hyper-focused on areas where a customer is interested or having trouble. For example – display ads, retargeting campaigns or sponsored posts instead of just random ads. The learning algorithms used in this advertising also tie in results from your customer to get an edge with segmentation and targeting too. That means if done right, you can use something like data analytics from an automated tool to help your results get better far more often.
Connecting Through Personalized Outreach
At eBranding Studio, along with digital marketing strategies, personalized outreach is key to the ABM engagement strategy. This can look like sending personalized direct mail packages, hosting an exclusive event, or scheduling a one-on-one meeting with a key stakeholder. When you provide personalized outreach, you foster a relationship in order to build trust and credibility with your prospect account.
Assessment and Optimization of Results
Like any marketing strategy, measuring the success of your ABM program is vital. By assessing metrics including account engagement, conversion rates, or revenue generated, you will inform yourself about what is and is not working. This insight will help you establish refinements to your methods and be able to implement an ABM approach with the utmost effectiveness.
conclusion:
In conclusion, account-based marketing is an effective approach for building relationships and driving engagement with high-value accounts. By identifying your target accounts, developing personalized content, employing account-based advertising and personalized outreach, you can develop connections and move toward long-term success. By leveraging account-based marketing principles and continuing to re-evaluate your approach, you will enable your company to be innovative and achieve growth in an ever increasing competitive environment. As you begin your own journey of account-based marketing, let the examples noted above remind you of the importance for creating authentic connections and providing value from an omni-channel engagement.
For further information and inquiries about Account-Based Marketing, contact eBranding Studio at contact@ebranding.studio. We’re here to help you enhance your marketing strategies and achieve your business goals.