10 Best Practices to Building a B2B ABM Marketing Strategy
Account-Based Marketing (ABM) is an increasingly popular strategy in the B2B marketing space. In 2021, 70% of marketers reported that they use ABM strategies, an increase of 15% from the previous year.
It differs from traditional B2B marketing because it focuses on targeting specific accounts, rather than generic prospects. This targeted approach allows marketing teams to craft highly personalized campaigns and messaging tailored just for their target accounts.
While ABM can be highly effective, it requires a well-thought-out strategy and careful execution to get the best results. We’ve helped build and execute many ABM strategies at Interrupt Media. To help you get started, we’re sharing 10 best practices for building a successful B2B ABM campaign.
#1 – Identify and Target Specific Accounts
The first step in creating a successful ABM strategy is to identify and target specific accounts.
This requires research into the accounts your company wants to target, your ideal customer profile (ICP), and a clear understanding of the company’s goals in targeting those accounts.
For example, if you run a software company and want to target companies in the financial industry, you would need to research potential accounts in that sector and determine which ones are the most suitable for your product. Maybe you’d focus on companies with 500+ employees, or target financial institutions that have recently rolled out new products.
With this style of targeting, you can gain a steady stream of qualified leads, reducing the investment needed for other digital marketing programs, such as inbound lead generation.
#2 – Conduct Thorough Research on Target Accounts
Once you’ve identified target accounts, the next step is to conduct thorough research on those accounts. This includes gathering information about the company’s size, industry, location, and any other relevant information.
Doing this research will help you craft more effective messaging that resonates with your potential customers. For example, if you learn that your target company has recently launched a new product, you can create messaging around how your product or service can help improve the product’s performance.
If your target account is an enterprise-level company with multiple departments, you can take the initiatives to address each department’s needs.
#3 – Create Personalized and Relevant Messaging
Sending generic, one-size-fits-all messaging will not get you the results you’re looking for. Instead, create a personalized experience and relevant messaging that speaks to the specific needs of each target company and persona. Further, you will need to target the right accounts according to the stage they are in the customer journey.
This means doing your research and understanding what drives each target account. For example, if you’re targeting a company in the financial sector, you would want to tailor your messaging around how your product or service can help them increase efficiency and streamline their processes.
You could also discuss how your offering can provide them with better insights into their customers and help them make better decisions. Obviously, the precise messaging will vary depending on your offering.
#4 – Utilize Multiple Marketing Channels
Using multiple marketing channels ensures you are reaching your target accounts through all content marketing channels, whether they be email, social media, digital ads, and more.
The messaging for each channel should be tailored according to what works best for that channel. For example, if you’re sending emails to target accounts, focus on the subject line and entice people to open direct mail. On social media such as LinkedIn, focus on creating relevant content that will grab people’s attention and encourage them to take action.
You can use different channels for retargeting or follow-ups to customers in different stages of the buyer’s journey.
#5 – Use Data and Analytics to Inform Strategy
Data and analytics should be at the heart of your ABM program. Use data to inform decisions about which target accounts to focus on, and use analytics to track and adjust your strategy accordingly.
This data should include information about the success rate of various campaigns, which channels are performing best, and what messaging resonates with your target accounts.
The data should also provide insights into the types of content that resonates best with your target accounts and how to adjust your messaging for maximum impact.
Let’s say you run a campaign for a software product aimed at high-level executives. You might look at the data and see that executive-level decision-makers respond better to blog posts than to emails, so you might adjust your messaging accordingly.
#6 – Collaborate with Sales Teams
Sales provides critical info to marketing about target accounts, such as which accounts are the most promising, what messaging resonates with them, and what their pain points are.
By collaborating with sales teams, you can get the insights you need to achieve ABM success. Further, they can share insights for customers throughout different stages of the sales funnel.
Additionally, sales teams can use their established relationships with target accounts to help ensure that your messaging is accurately conveyed to the right people. This collaboration between marketing and sales teams is key to having a successful ABM campaign.
#7 – Use Content Marketing Effectively
Personalized content marketing is one of the most effective ways to reach target accounts and build relationships with them. After all, 56% of marketers say personalized content is critical to achieving success with an ABM strategy.
Create content that speaks directly to your target accounts and addresses their needs. This could include blog posts, whitepapers, webinars, case studies, infographics, etc. Whatever it is, it should provide valuable insights and information that will help your target accounts make informed decisions.
For example, if you provide a B2B solution for warehousing companies, you could create a whitepaper or an ebook that outlines the benefits of implementing your solution and how it can help improve supply chain efficiency.
#8 – Engage with Decision-Makers and Influencers
To ensure your ABM campaigns are successful, you need to conduct outreach with the decision-makers and influencers within each target account. This could include C-suite executives, department heads, and other key personnel.
You should identify these decision-makers and influencers and tailor your messaging to them.
For example, you could create a personalized video message for the CEO of a target account that outlines the benefits of your solution and how it can help the company reach its goals.
#9 – Measure and Optimize Your Efforts
You should track B2B metrics such as conversion rates, sentiment, and engagement in order to measure the success of your ABM campaigns. This will allow you to identify areas where you can optimize and make adjustments as needed.
You can also use analytics to determine which channels are the most effective for reaching your target accounts and adjust your strategy accordingly. For instance, if you find that email is the most effective channel for reaching target accounts, you can focus more on creating engaging email content and less on other channels.
#10 – Continuously Review and Adjust Your Strategy
Without review, you might end up following an outdated strategy that isn’t getting the results you want. Regularly review and adjust your strategies to ensure that you’re getting optimal results and staying on top of the ever-evolving ABM landscape.
This could include analyzing data and insights from past campaigns, adjusting your messaging based on feedback from target accounts, and testing fresh approaches. These reviews will help you stay ahead of the competition and ensure that your account based marketing tactics are successful.
How Interrupt Media Can Help You Strategize, Build, and Execute Your Next ABM Campaign
Interrupt Media has the expertise and experience to help you build a successful ABM campaign. Our team of experts will work closely with you to develop a customized strategy that meets your business goals.
Interrupt Media’s full-service offerings for ABM make it easy to strategize, plan, and execute your next ABM campaign. From identifying your target accounts and developing tailored content to measuring results, Interrupt Media is the partner you need for successful account based marketing campaigns.
We’ll help you strategize, build, and execute your next ABM campaign by leveraging our expertise in data-driven marketing and our unique approach to marketing for B2B companies. We understand the importance of personalization and relevance in ABM and can help you create messaging tailored to maximize your return on investment.
Contact us today to learn more about how we can help you develop a successful ABM campaign.