3 Strategies to Turbocharge Your Next ABM Campaign
Welcome back to our ongoing series on Account-Based Marketing (ABM)! Today, we’re turning the ignition and putting pedal to the metal with three strategies guaranteed to turbocharge your next ABM campaign. If you’ve been following us, you know that ABM isn’t just a buzzword; it’s a targeted strike of marketing prowess that, when executed well, can result in impressive business growth.
Let’s recap quickly: ABM is a focused approach to B2B marketing where marketing and sales teams collaborate to create personalized buying experiences for a handpicked set of high-value accounts. These are not your average email blasts to thousands. ABM is a scalpel, not a sledgehammer, in your marketing toolbox. The precision and personalization offered by ABM are the key reasons why 87% of B2B marketers have agreed that ABM outperforms other marketing activities in terms of ROI, according to SiriusDecisions.
Ready to shift your ABM strategy into high gear? Buckle up!
1. Hyper-Personalization: From “Dear Customer” to “Dear [Name]”
In our digitized world, account-based marketing stats show that personalization is not just nice to have, it’s a must. But hyper-personalization takes it a step further. It goes beyond using just the prospect’s name and company. It involves understanding the account’s unique challenges, their industry trends, and tailoring your message to address those specifics.
For instance, one of the best ABM campaigns run by a software-as-a-service (SaaS) company leveraged hyper-personalization to increase their conversion rates by 30%. They used industry-specific data points in their outreach, effectively addressing their target accounts’ pain points, leading to a more resonating and impactful communication.
2. Leverage Technology for Real-Time Insights
With any ABM strategy, time is of the essence. Use technology to get real-time data and insights into your target accounts’ behavior. Understand their interactions with your marketing efforts, their content preferences, and engagement patterns. The integration of AI and predictive analytics into ABM marketing tactics has been a game-changer. This granular level of detail can be instrumental in timing your interactions and personalizing them for greater impact.
3. Build a Sales-Marketing Power Duo
ABM is a team sport. Sales and Marketing need to work hand-in-hand to select target accounts and to personalize the campaign approach for each account. A shared dashboard, where both teams can update and view the account’s journey, can help in ensuring seamless coordination. This collaboration isn’t just good for morale; it’s good for your bottom line. Companies that have a strong alignment between sales and marketing generate 208% more revenue from their marketing efforts, according to MarketingProfs.
To help streamline these strategies, we have an ABM strategy template or an account-based marketing strategy template ready for you to customize and make your own. The importance of these templates is that they ensure consistency in execution, provide a shared understanding for all stakeholders, and reduce the room for error or oversight.
Remember, a successful ABM campaign doesn’t happen overnight. It requires continuous testing, monitoring, and optimization. But with the strategies we’ve discussed, you’re well on your way to revving up your ABM engine.
In the next post in our series, we’ll dive deeper into the role of data and analytics in your ABM campaign. For now, start implementing these strategies, check out our ABM templates, and begin experiencing the power of a well-executed ABM campaign! Here’s to your success!
