Given our account-based approach, we need to ensure that every message and communication we send, whether on a landing page, via email, etc., is targeted and personalized to each person in our target accounts.
Always keep in mind that with this technique, what we are looking for is to attract clients who can be transferred directly to a sales team so that they can contact them or incorporate them into marketing automation processes to build a relationship between client and brand.
To fully understand the solutions offered by ABM , it is important that you know all of its phases and what exactly each of them aims to achieve.
The ABM strategy goes beyond contacting the specific profile with whom we want to start a conversation, and rather focuses on the accounts we want to reach (that's why it's called "account-based marketing"). For example, Banco Santander, BBVA, La Caixa, etc. But how can you get in touch with that person or account you're interested in?
In the example above I gave you the example of contact messages through LinkedIn, but there are other tools that work (although they are often more expensive).
That is why each case must be studied individually, in such a way that the ideal tool is chosen based on the type of contact, always taking into account variables such as relationship, affinity, work sector, position, etc.
A good example of this type of tool whose cost is higher is SalesForce in its Marketing Automation tool , which has already developed a specific part to do ABM.
Another action that also works very well for this type of strategy is paid campaigns. Here are some examples:
A good action would be to impact those profiles that are contacted and click on a landing page and then do not fill out the data, so that retargeting campaigns can be carried out with them.
On the other hand, paid social campaigns can also be carried out segmented to this type of profile: campaigns that redirect to an ebook, downloadable or any valuable resource, creating content landing pages for their communication that help increase conversion.
hire account based marketing
Now that you have seen some examples of how to impact the account or person you have selected, what steps should you follow to do so?
Organize an initial session in which we identify all the accounts of interest. They must be studied individually to identify the profiles with decision-making power.
Attract potential customers through different channels. You will have to choose the method and channel through which we are going to contact them.
Choose the content you are going to send, with the writing seo education & blog library and layout team.
Keep in mind that today’s buyer doesn’t care about your company. They don’t care how you just launched the coolest widget. They don’t want to book a 15-minute meeting with you if they’ve never heard of your company. They want things that will make them better professionals, or teach them something they don’t know, or fill a blind spot in their day. Even better if it makes them look good to their managers.
We deliver valuable content to these people to try to obtain their data, and then we can pass them directly to the sales team or enter them into automatic nurturing and education processes. To do this, you can follow the following examples:
Create content that helps one person influence another. As an example, at InboundCycle we have many ebooks or case studies from our clients. They are designed to help marketing directors make their case to their management team, and they also help our marketing and sales teams bring decision makers into the conversation.
Make your content shareable. Include shareable links on your thank you pages and in your follow-up emails to help your purchasing team get exposure to your content.
Using tools like HubSpot or Salesforce, you can use predictive scoring to discover opportunities that are more likely to close or are involved in purchasing processes. To do this, create lead nurturing email campaigns. For example, the workflow enrolls contacts within target accounts whose title includes “marketing,” sends them a targeted email, and then alerts their account representative if they have opened the email.
The result is the achievement of high-quality MQLs (MQL = Marketing Qualified Leads).