Account-based marketing (ABM) has emerged as a powerful strategy for B2B companies to target high-value accounts, drive personalized engagement and increase revenue.
Over the years, we’ve implemented ABM campaigns for several clients, and we’ve uncovered insights that typically mean the difference between success and failure.
Through our experiences and collaborations, these insights have revolutionized our approach to ABM. In this article, we’ll share eight key insights we have gained from our clients that can help you optimize your own ABM initiatives and achieve outstanding results.
A lot of companies that aspire to run ABM campaigns blow right by their database challenges and head into the build and execute stages of their program.
But ABM campaigns are all built on the data. Specifically, you need to know who you’re reaching out to at companies and their current roles. This data is critical to almost every other component of your ABM campaign.
Make sure that your database is 100% complete and 100% accurate before you start any ABM campaigns. You’re going to need this database for targeting, personalization and segmentation. We’ve seen more than one ABM campaign DOA (dead on arrival) when the company realized its data was a mess.
One of the fundamental insights we have discovered is the critical importance of alignment between sales and marketing teams in successful ABM campaigns.
ABM requires close collaboration between these two departments to define target accounts, identify key decision-makers and develop personalized messaging and content. When both teams work together to share insights and align their goals, the impact of ABM is greatly amplified.
By fostering a culture of collaboration and breaking down silos, our clients have seen remarkable improvements in lead conversion rates, deal velocity and overall revenue growth.
Another insight we have gained is the significance of developing a deep understanding of target accounts.
To effectively engage with prospects, it’s crucial to thoroughly research and analyze each account’s pain points, challenges and business objectives. By conducting extensive account research, our clients have been able to create highly personalized content, tailor their messaging and provide solutions that resonate with their prospects’ needs.
This level of account understanding not only enhances engagement but also demonstrates a genuine understanding of the account’s unique requirements, fostering trust and building long-lasting relationships.
We also uncovered the power of a multi-channel approach in ABM campaigns. Gone are the days when a single channel would suffice to reach and engage with prospects effectively. You can’t just reach out on LinkedIn – ABM has to be omnichannel.
Clients have discovered that leveraging multiple channels, such as email, social media, personalized websites, direct mail and events, maximizes their chances of capturing the attention of their target accounts.
By adopting an integrated approach across various touch points, we’ve achieved higher engagement rates, increased brand visibility and, ultimately, more closed deals.
Optimization is a significant part of all our campaign execution frameworks, and it applies to ABM campaigns as well.
Our clients understand that ABM is an iterative process that requires ongoing evaluation and adjustment to drive optimal results. By constantly monitoring key performance indicators (KPIs) and analyzing campaign data, they’ve been able to identify what works and what doesn’t.
This data-driven approach enables them to make data-backed decisions, refine their targeting strategies, alter messaging, adjust content offers and improve campaign effectiveness.
Regular testing and optimization have proven to be instrumental in achieving higher conversion rates, improving ROI and maximizing the overall impact of ABM initiatives.
One of the key insights we want to highlight is the importance of post-engagement nurturing in ABM.
While attracting and engaging with prospects is crucial, it’s equally vital to continue nurturing the relationship once the initial engagement has occurred.
Our clients have discovered that personalized follow-ups, targeted content and ongoing communication play a pivotal role in moving prospects through the sales funnel.
By maintaining regular contact, addressing specific pain points and offering tailored solutions, they’ve seen increased customer loyalty, repeat business and advocacy. Post-engagement nurturing has proven to be a valuable tactic in achieving long-term success with ABM.
Consider building scorecards with KPIs like any other campaigns you might be running. ABM campaigns do have some slightly different KPIs, but tracking your progress will help you know for sure your campaigns are working and working well.
First, track the engagement statistics, as they are just as important as the close metrics. This means you should know how many total targets are in your campaign. These are people, not companies. This is important – ABM targets people at the companies you want to do business with.
Track the connect rates. This is the number of people who are connected with your sales team. This is usually through social media platforms. Then track the engagement rate of people who are engaged with your content or who have shared their email addresses with you.
Now track the number of engaged contacts who are actively involved in sales conversations with the sales team. Then track these sales opportunities through the rest of your sales process all the way to close.
This approach will give you a very focused, performance-based ABM scorecard that you can also work to optimize over time.
This last insight is from leveraging a massive amount of content over the years as part of ongoing ABM campaigns. The more personalized the content and the message that goes with it, the higher the connect and engage rates are across the board.
This means you’ll need content that is specific to the industry, role and individual. It might also mean you’ll need content that is personalized at the pain level. Again, the more personalized the content, the better the performance of the ABM program across the board.
This also includes personalizing any of the messaging used for initial outreach on social, email or follow-up phone contact. You might even consider personalized landing pages, or PURLS (personalized URLs).
Account-based marketing has emerged as a game-changer for B2B companies, and our clients’ experiences have provided us with invaluable insights that can transform your ABM initiatives. If you’re clear on who you want to focus your marketing on, and I mean like a laser, ABM campaigns can be highly effective.