Account-based marketing stands out among B2B strategies, and a lot has been written about the various ways it boosts buyer engagement. We’ve collected a list of ABM practices we’ve seen work for many B2B brands.
8 Ways to Boost Buyer Engagement in Account-based Marketing
#1 Strategic ABM alignment
This Account-Based Marketing tactic is the most central and basic: Strategic ABM alignment. This involves obtaining all internal stakeholders on board with assorted factors concerning the Account-Based Marketing Strategy. In the long run, it will be easier to create a consistent experience for clients while ensuring your strategy is as economical and efficient as possible. This benefits from the digital scale you can achieve with an intent-driven approach to ABM prioritization. Intent gives a clear target to both sales and marketing, and with a marketing cloud, the ABM practice can become further automated yet targeted.
For example, when the marketing team and sales team join hands, the overall team gets that much deeper and skilled. The trick is to make it easy to work hand-in-hand with strategic ABM alignment.
#2 Use Data to Hit ABM Goals
These are critical goals you’ll need to hit during a launch or relaunch of an ABM program. Give yourself the time and data to do it right:
- Marketing and sales stakeholders having direct involvement
- Joint strategy to target each account by funnel stage
- ABM funds, time budget and other resources
- ABM objectives and KPIs to measure
#3 Follow the formula for an ABM team
Leaders of your marketing and sales departments should be in agreement with ABM, and willing to designate representatives on the team. There are many ways to do this, but regular communication is one necessity. Choose team members who can collaborate and create.
Within these ABM teams, some roles will co-create and publish content for targets within accounts. Other roles will manage and close business deals with each client. It is also important to limit your team size, a team should not exceed a comfortable number of people. This will be helpful for the team to effectively connect and communicate. Perhaps better to start small, and grow as you need to.
Along with marketing and sales, it’s also important to involve internal members such as customer fulfillment representatives who are aware of customer requirements and pain-points. Their knowledge could provide valuable insights for an ABM strategy.
#4 Identify your ideal set of target customers
Identify and select your ideal set of high-value clients, the ones you’ll target with dedicated time and resources. Because it’s ABM, you have a finite list of accounts of some sort. Programs vary widely in the scope of “the list.” Start where you feel comfortable, and optimize. Tools like an intent-led marketing cloud is one way to do that.
How to do this? Use these ideas to get started:
- Research and then search for your ideal client profile. Use intent data to see what this has looked like over certain time periods
- Create a plan that bifurcates incoming queries and qualified leads based on precise categories such as industry, company size and value, and flag them as potential clients in your CRM
- Choose your potential clients based on a particular industry category or geographical location.
- Analyze companies currently using your services
- What can be learned about buyers who engage with your website content, but haven’t turned into clients?
#5 Boost revenue when Marketing and Sales create account plans together
Throughout this, it’s clear that the most effective Account-Based Marketing is a team effort. That’s why it is important to make sure appropriate marketing and sales team members take part in account planning.
Have the marketing and sales team keep questions like this in mind as they work jointly on target account plans:
- How do we need to target each potential client?
- What content will attract and engage clients and close the deal?
- Which channels will reach potential clients with a relevant approach for each individual?
- How will marketing and sales coordinate and provide support during each stage of the ABM strategy and the revenue process?
#6 Attract contacts from high-value prospects
Evaluate how long you’ve been in the market and look at the results of any previous ABM work you’ve done. You may already have contacts for specific accounts.
One key to successfully attract similar high-value clients (and keeping those you have) is to customize content according to the client’s expressed interest through their online behavior. This helps promote brand awareness among targeted audiences.
Here are some proven, GDPR-compliant tactics that ABM sellers can use to attract high-value clients. Take them one at a time, or assign them around the ABM team:
- Engage accounts on social media and share helpful information and relevant content you’ve created.
- Reach out to them by sending direct messages via social media and direct mail via email or post.
- Communicate through LinkedIn InMail outreach.
- Build customized landing pages tailored to the requirements, queries, and concerns of clients, as indicated by their intent behaviors.
- Provide gifts for engagement and interaction such as prizes, and discount codes.
- Share content like blogs or articles across channels such as websites, social media and digital publications relevant to each client.
- Create ad campaigns and social ads to target different clients based on factors such as location, skill, and job title.
- Invite clients for physical or virtual events and ask attendees to bring their colleagues as well.
#7 Analyze ABM results and make the required changes
While working on some of the tactics above, you’ll want to continuously monitor your accomplishments (or lack thereof.) An intent-led marketing cloud can be a game changer when it comes to analyzing and optimizing your ABM program. By capturing and analyzing ABM results, you’ll see any any elements of your strategy that need improvement. This makes an ABM strategy more effective.
Here are examples of popular account-based marketing KPIs that give insight into how you’re performing:
- Lead generation scores
- Customer account penetration (net new contacts added to an account)
- Customer engagement (can be monitored via intent data)
- Deal-to-close time
- Gross New Revenue
- Percent of Customer conversions
Account-based marketing doesn’t need to be overwhelming. Think about some of these tactics. Reach out within and across your marketing and sales teams to look at how to work together in 2021.
#8 Hear new ideas to drive account-based engagement
Data brings sales and marketing together over the best targets, but what’s the best marketing mix to convert these buyers? What new strategies meet the needs of today’s remote buyers? Hear questions asked and answered at the True Influence Summit on January 21. See the agenda and register for this half-day virtual event.
B2B Revenue Thought Leaders on a Data-driven 2021 Strategy
How can a single ABM view of a buyer engagement give B2B marketing and sales a competitive advantage and close more revenue? This blog looks at the idea through the lens of account-based marketing, but you can get other insights on accelerating engagement and revenue at the True Influence Summit on January 21.