If you’re wasting resources on marketing efforts with little return or aren’t sure about the return on investment of your strategies, consider using account-based marketing. Account-based marketing tactics will target accounts with the greatest return with personalized strategies that make every investment count. As a result, you have clear metrics for measuring your ROI and seeing greater returns.
Learn five tactics for creating a successful account-based marketing campaign that builds relationships and converts leads.
- Account-based marketing unifies your sales and marketing teams for targeting high-value accounts
- Personalize your messaging for each business and decision maker within the accounts
- Targeted marketing campaigns will reach your accounts with your customized content
What Is Account-Based Marketing?
Account-based marketing is a B2B marketing tactic targeting accounts with personalized marketing strategies. It’s focused more on building long-term relationships than on finding a quick sale. More than 70% of B2B marketers plan to use account-based marketing because it has a shorter sales cycle, is measurable, and wastes fewer resources.
Most marketing techniques are like an open house that welcomes anyone who happens to pass by to drop in, whether or not they’re a serious buyer. Conversely, account-based marketing is like an exclusive invite-only event. While there are fewer guests, you know everyone who shows up was hand-picked by you because of their interest in purchasing.
About 97% of marketers say account-based marketing brings greater returns than other marketing approaches. Because it’s personal, you maximize your resources by only targeting quality accounts through channels they use to ensure your message hits the mark every time. The personal approach also increases your chance of conversion rather than sending out mass messaging and hoping someone stumbles upon it.
How To Create an Account-Based Marketing Strategy
Account-based marketing is an inverted funnel that starts with targeted accounts and ends with lasting relationships. Here are five steps to building a strong account-based marketing campaign.
Step 1: Identify High-Value Accounts
You can build your targeted accounts list by identifying which leads have the greatest value and potential to purchase from your business. You can bring in new high-value accounts by researching online for companies that match your audience persona with high buying potential.
Consider these factors when building your list:
- Do their demographics fit your customer personas?
- Do they have the resources and technology to use your software and services?
- Are they at a point in their business lifecycle where they need your products?
- Have they already shown interest in your software?
Step 2: Understand Your Target Accounts
Invest plenty of time into researching each of your target accounts. Personalization is the foundation of account-based marketing. It requires an in-depth knowledge of your target accounts, key decision makers within the business, their current pain points, and influencing factors.
Step 3: Align Your Sales and Marketing Teams
About 80% of marketing and sales teams are aligned when running account-based campaigns. Many of the tactics you use are sales-based, which means your marketing team must shift their focus from generating awareness to investing in high-converting strategies.
Step 4: Create Personalized Campaigns
The information you gathered from your research will fuel your campaign by offering personal insights into your accounts. As you reach out to decision makers, use names and titles, address known pain points, and target account-based marketing channels they frequent.
Step 5: Track and Measure Your Results
As you run your campaign, collect data on your results. You can see which strategies are successful and which ones are falling short, which will help you adjust the campaign in the future.
If you run a successful account-based marketing campaign you’ill see higher returns than your other campaigns. For instance, 91% of marketers say their target accounts had larger deal sizes, with 25% saying the deals were at least 50% greater for their account-based marketing accounts.
5 Successful Account-Based Marketing Tactics for Tech Companies
Here are a few account-based marketing examples of tactics that make for a stellar marketing campaign.
1. Invitations to Events
Live and virtual events are already ideal locations for in-person networking. However, you can make an even greater impression by sending personalized invitations to events, offering exclusive gifts during the event, and following up afterward to get their feedback.
This tactic builds trust with your target accounts and starts conversations around your business solutions. As you interact with your accounts, take note of what they say, as that information will be a valuable resource for addressing their needs and motivations for purchasing from you. You can also use it as a first touchpoint to introduce yourself to new target accounts.
2. Direct Mail Marketing
Not all of your account-based marketing needs to be online. Diversifying your marketing channels increases your reach and touchpoint opportunities. For example, letters and gifts through direct mail will reach your target accounts even when they aren’t at the computer. This tactic leaves an even greater impression because you aren’t competing with hundreds of other digital offers online.
3. Email Campaigns
Email marketing is one of the most popular forms of B2B marketing, yielding high returns. It continues to grow in popularity, with 78% of marketers saying their email engagement rate increased over the past year.
An account-based marketing email campaign will address key decision makers by their title or name, cover important issues specific to your target accounts, and give exclusive and timely offers you know your accounts could use.
4. Content Syndication
Content syndication identifies high-value accounts and gets your content in front of your target audience. Instead of posting your content and hoping someone finds you, you can share your content through a website that already reaches those accounts.
As your target accounts interact with your digital asset, you’ll receive their contact information to build your target accounts list or monitor the growing interest of current accounts you’re nurturing. Sharing content through third-party sites can also boost your reliability as a business because your accounts will see the collaboration as a stamp of approval from the third-party site they already trust and use.
5. Targeted Web Content
If you already have a blog or social media channels, you have the resources necessary for account-based digital content. In addition to your general content, create blog posts that address problems specific to your accounts and industry.
For instance, instead of creating a blog post about how much time your software can save businesses, create content that lists specific tasks within a targeted industry that your software can streamline. In addition, you can personalize your content further by addressing your readers by their title.
For your highest-value target accounts, you can mention them in your content, share relevant online content with them, and give their businesses callouts to ensure they see your content.
You don’t need to limit this approach to blogging. You can also use hyper-personalization in your videos, social media posts, whitepapers, and infographics to create sales-enablement content that converts.
Get Started with Account-Based Marketing
Content syndication reaches your target accounts and brings in potential leads for an account-based marketing strategy. If you want to get started in account-based marketing, explore our content syndication programs where you can send personalized content to individual accounts, generating leads that are ready for nurturing.
We also create content assets for you to use in your campaigns. Each piece is uniquely designed to drive traffic and offer value in a fresh and inviting way.
Contact us to learn more about our content syndication process and reach more of your target accounts.