Account-Based-Marketing-Tactics-&-Strategies-to-Boost-Sales

Account-Based Marketing Tactics & Strategies to Boost Sales

Are you looking for ways to boost your sales without spending your budget on doubtful investments, like expanding

Are you looking for ways to boost your sales without spending your budget on doubtful investments, like expanding your target market? Well, account-based marketing is the solution to your problem.

This strategic approach is the secret weapon of B2B marketers and sales reps, like you, who want to focus their efforts on a few big champion accounts that will bring better revenue and growth opportunities rather than working to close many lower-value deals.

Join us as we’re going to explore what’s account-based marketing and how you can implement it with 10 tactics and specific steps.

Let’s do this!

What is Account-Based Marketing (ABM)?

Account-based marketing (ABM) is a B2B strategy implemented by marketing and sales teams together, focusing solely on specific accounts with high potential for business growth and revenue and on their key decision-makers. 

ABM is about customizing your buyer’s journey as much as possible to meet the needs of these high-value accounts.

The ultimate purpose is to establish a personal relationship with your preferred accounts. Αnd shorten the sales cycle by providing a personalized experience during the buying process.

Namely, marketers and salespeople should work closely to find qualified potential clients. Then, tailor content, messaging, and communications to build a strong connection with them. And, persuade the buying team of your targeted accounts that your offerings are the ideal match for their needs.

The important thing is to emphasize that your team is by their side to help them as partners, not sellers.

Simply put, ABM strategies zero in on the quality of your leads, not the quantity of them. And it’s highly effective, with 72% of companies reporting that their account-based marketing strategy delivers higher ROI than other marketing strategies.

So, the whole idea is to choose wisely the accounts you’ll go after with your marketing tactics based on their potential for your business.

Then, you should target them with relevant, personalized content through multiple channels to build a relationship. The point is to achieve a closed deal quicker than with your other marketing techniques.

What are the principles of account-based marketing?

First of all, account-based marketing requires marketing and sales teams to be perfectly aligned from start to finish of every ABM campaign.

You have to create a consistent and engaging buying experience for the right accounts. Don’t chase after low-value, non-qualified leads that aren’t a good fit for your business in the long run. And your teams have to collaborate a lot to build and execute a personalized campaign across multiple channels.

Furthermore, an account-based marketing strategy can’t be executed without account insights and marketing intelligence such as revenue, business size, opportunities, relationship with your competitors, market share, and more.

That’s going hand in hand with the necessary tools to collect this data. For example, a robust CRM system and a sophisticated social listening tool.

Additionally, to implement B2B account-based marketing you have to treat each targeted account as a market of one.

That means deeply understanding their pain points and interacting with them — even personally — on social media.

Don’t forget we’re talking about key accounts but their buying team is still people.

Also, the relationship you’ll cultivate with your targeted accounts won’t stop post-purchase. You have to keep nurturing it to battle your churn, which is a big deal for B2B companies.

By keeping your customers happy and engaged, you make your relationship last longer and they become loyal to your brand. In turn, this can result in brand advocacy, and referrals helping your business grow.

Now, let’s see with which other marketing strategies you can blend account-based marketing.

Integration of ABM with Other Marketing Strategies

In essence, account-based marketing can be part of your inbound strategy. Think about it: Your inbound marketing techniques, like content marketing, are pulling more leads into your funnel.

Then, for those leads that fit your ideal customer profile, you put your creative ABM tactics in place. For instance, tailored content, personalized email sequences, and more.

That way you increase your brand awareness within a business. And generate word-of-mouth as more and more people start talking about you inside a company.

Also, account-based marketing can be part of your social media marketing strategy, as you prioritize responding to the comments of your target customers and starting conversations around topics they would be interested in. Or even tagging them to spark their interest in your social media content.

So, you see account-based marketing has a lot to contribute to your overall marketing and sales effectiveness. But enough with theory.

Shall we get to the practical part, meaning how to create successful ABM campaigns step by step?

3 Steps for Creating an Effective ABM Campaign

It’s no surprise that an average of 29% of marketing budgets are being spent on account-based marketing. It can help you make your offering truly relevant and appealing to a very specific target audience and build trust among your business and your prospects.

Are you convinced that account-based marketing is what you need to accelerate your business? Then, let’s see together how you can craft your first account-based marketing campaign.

Step 1: Target Account Identification and Prioritization

Define criteria for ideal customer profiles (ICPs)

To begin with, to target the most high-value accounts for your company you have to know which are the attributes of the ideal company that you want to become your client.

Putting together your ideal customer profiles (ICPs) will make your life easier when you have to qualify your pool of leads and decide for which of them you should implement your account-based marketing tactics.

This is a key process that your marketing and sales team should do together to get aligned from day one.

Although, with your account-based marketing tactics you’ll target people, defining the characteristics of the business they work for is of paramount importance for reaching them and qualifying them.

Some key elements you shouldn’t miss are company size, industry, mission, vision, growth rate, market share, revenue, and location.

Prioritize high-value accounts using data insights

To get a glimpse of your ideal customer profiles, analyze the common firmographics of your biggest deals and most engaged customers. This analysis will help you identify similar accounts that you should go after and are now on the top of your funnel.

Also, social media insights can help you prioritize the most high-value accounts that are already interested in your offerings. You can access these insights easily by using a social media monitoring tool.

For example, with Mentionlytics you can scan all social media and the web for brand mentions. Then, you can analyze them to see which accounts and websites are talking about your brand. And compare them to your ICPs to see if they are worth being part of your account-based marketing programs. We will elaborate on this in the strategies section.

Another idea is to research the customers of your most successful competitors and try to pursue similar companies.

Use account intelligence tools for target account info

Instead of trying to google all the information you need to create your final list of ideal customers to target with your account-based marketing strategies, you can use an account intelligence tool that will provide you with all the key insights you need.

Zoominfo, Apollo.io, and Lead Forensics are some tools to get trustworthy data to find your ideal customers.

Step 2: Crafting a Tailored ABM Strategy

Create personalized messages for each account

When executing account-based marketing, the power lies in crafting personalized messages and content for each targeted account.

This process begins by deeply understanding the unique pain points and needs of each account and its buying team. Developing a customized value proposition of how your products and services cater to their needs and tailored content for each member of the buying team is not just beneficial. It’s rather essential.

A successful account-based marketing strategy hinges on building and nurturing relationships mostly through valuable advice and educational resources, designed to align with the account’s specific buying cycle. This approach is more than just personal selling. It’s about becoming a trusted advisor.

As a trusted advisor, you have to show authority and expertise in your field. That’s where thought leadership comes into play.

Start by conducting thorough research to keep up with what’s going on in the industry of your key accounts. This understanding allows you to meet your audience where they are, presenting an authoritative viewpoint.

Remember, in an ABM program, personalization is not just a tactic. It’s the essence of your strategy.

Unify sales and marketing under one ABM strategy

Unifying sales and marketing under a single account-based marketing strategy is crucial for delivering a seamless experience to target accounts.

This integration begins with distinct roles. The marketing team focuses on creating and distributing high-quality content. Also, they must keep the sales team up-to-date about the campaign’s progress and hand the qualified leads to them.

Likewise, the important tasks of the sales team are to promptly address these leads, share customer feedback with marketing, and keep them updated with the status of each deal.

Without this alignment, target accounts may have a confusing experience. Surely, this experience will negatively affect the interaction with decision-makers.

The key takeaway here is that clear communication and a shared understanding of the objectives of the account-based marketing plan ensure that both teams are aligned.

Engage target accounts across multiple marketing channels

Today, there are so many various online and offline channels that can help you reach your key accounts and communicate your messages effectively. You should take advantage of as many as possible to find your ideal customers where they are.

This multi-channel approach ensures that your message reaches your target accounts through various touchpoints, boosting your engagement and visibility. It involves orchestrated marketing efforts such as email sequences, social media, webinars, direct mail, and even personalized events.

Each channel should deliver tailored content that resonates with the specific needs and interests of each target account, ensuring that the messaging is consistent yet adapted to the nuances of each channel.

This diversified approach not only amplifies the reach but also helps in building a more comprehensive narrative around your brand, reinforcing your presence in the minds of key decision-makers within the target accounts.

Step 3: ABM Campaign Execution and Performance Analysis

Launch targeted campaigns for specific account needs

After completing all the steps we analyzed above, you’re now ready to launch your first AMB campaign to engage with the key stakeholders of your target accounts.

The essence of this campaign should be showing that you understand their needs deeply and want to address their unique challenges.

Monitor KPIs to assess ABM success

How can you be sure your account-based marketing campaign is successful unless you monitor specific metrics? To talk numbers, 73% of the highest-performing organizations measure account-based marketing ROI, with top metrics focusing on revenue, relationships, and reputation.

There is a wide array of metrics you can use to assess your campaign’s performance. These metrics can be the cost per lead, time spent on digital assets for engagement analysis, email open and reply rates, and growth in contacts per account.

Additionally, you should consider the number of booked sales meetings with senior decision-makers per account and how many of them you have identified within each account.

Also, don’t forget proposal submissions, close rate versus churn rate, and average selling price, in case you give tailored plans per account.

Bonus: Learn How to Track Campaigns 

Refine ABM tactics using data-driven insights

You should keep in mind that the best account-based marketing strategy is a forever evolving and optimized strategy.

By continuously analyzing your campaigns’ performance data, you can gain a deeper understanding of what resonates with your target accounts.

This data will help you better craft your next campaigns, such as personalizing your content more effectively, adjusting communication channels to reach, or re-targeting decision-makers with more precision.

Furthermore, you can use AI marketing techniques to reveal emerging trends and preferences within target accounts, predict their needs, and tailor your offerings accordingly.

This proactive approach not only enhances the relevance and impact of account-based marketing efforts but also fosters stronger, more profitable relationships with key accounts.

At this point, you have a clear understanding of what an account-based marketing campaign should be like.

So, it’s time to dive deeper into what tactics you can implement to bring better results.

10 Creative ABM Tactics to Drive More Sales

Let’s get into the gist of 10 creative tactics you can follow to increase your closed deals through account-based marketing.

10-Creative-ABM-Tactics-to-Drive-More-Sales

  1. Monitor Social Media for Targeted Engagement

Social media monitoring can take your account-based marketing to the next level by helping you not miss even one tiny comment from your target accounts’ key stakeholders.

You can use a social listening tool like Mentionlytics, to stay up-to-date with real-time notifications every time your target customers post something on social media. So, you can jump into the conversation and increase your social media engagement with them.

What’s more, you can leverage social listening to gather insights on what your key accounts are interested in and inform your campaigns.

For example, one of your target companies will present at an industry event next week. You can use this information in your email sequences wishing them luck or asking something relevant to that event to get the ball rolling.

Bonus: Learn More Social Media Best Practices

  1. Personalize at Scale with AI

AI tools are fundamental for your account-based marketing strategy as they can save you time, effort, and budget when personalizing your content and messaging.

For instance, AI enables you to analyze vast amounts of data from various touchpoints, providing deep insights into the preferences, behaviors, and needs of each target account. This analysis will facilitate the creation of highly personalized content that resonates with individual stakeholders within these accounts.

Also, other AI-powered tools can determine the optimal timing and channels for communication.

Moreover, AI can predict future trends and customer behaviors based on historical data. This helps you anticipate the needs and interests of your target accounts proactively.

By incorporating AI into your account-based marketing strategies, you can deliver personalization at a scale that would be impossible manually.

  1. Host Exclusive, Niche Events

Hosting exclusive, niche events, like webinars, is one of the well-known account-based marketing best practices for engaging key accounts.

By organizing targeted events solely for these accounts, you can tailor the content and agenda, specifically to their unique pain points and objectives. This focused approach ensures that every aspect of the event is relevant and significant to the attendees.

For these events to be impactful, you need to offer more than just information. Unique experiences and networking opportunities can make these gatherings memorable.

Additionally, the content provided should be of high quality and aligned with the interests and needs of the target accounts, thereby demonstrating your understanding and commitment to addressing their challenges.

The effectiveness of these events doesn’t end when the event concludes. Post-event follow-ups are crucial to continue building your relationship. This follow-up could include sharing additional resources or simply thanking attendees for their participation.

  1. Engage Target Accounts with Gamification

Who doesn’t love having fun while learning a little something? We talked extensively about the need to educate and provide valuable advice to your key accounts.

However, that doesn’t mean you should be boring and stiff.

Adding a touch of gamification to your emails, landing pages, and content will make your target customers more engaged with your brand.

For example, by integrating elements like points and badges, you can encourage your target customers to take specific actions such as forwarding your email to other key stakeholders inside a target company or sharing your content on their social media accounts to gain points and unlock a prize, for example, a discount!

Also, you can create challenges and quests to enrich engagement, inviting them to complete specific tasks. These could range from straightforward actions like making a purchase to more advanced activities like completing a series of tasks within a given timeframe.

Progress bars are another effective tool, providing customers with a visual representation of their progress toward a certain goal or reward. This constant visibility of progress can be a strong motivational factor, keeping your prospects engaged and focused.

  1. Personalize Your Website

Pay attention to this one. Personalizing your website to connect with target accounts is a pivotal element in maximizing the effectiveness of account-based marketing.

By creating customized website experiences, especially through tailored landing pages, you can significantly enhance engagement with decision-makers of each target account.

However, it’s essential to strike a delicate balance in personalization to avoid overwhelming the visitor. No one likes to feel as if your company is spying on them.

Given the focused approach of account-based marketing, personalizing the website experience is not just about creating a positive impression. It’s about driving high conversion rates.

Account-specific landing pages can display custom copy, images, offers, and forms, varying according to the visitor. This level of personalization ensures that each user feels uniquely addressed, increasing the likelihood of conversion.

  1. Advertise and Retarget Strategically

Strategic ABM advertising and retargeting digital marketing campaigns are key components in an effective account-based marketing strategy, especially for maintaining engagement with specific accounts.

Retargeting enables you to optimize your ads with content that is highly relevant and tailored to the preferences of decision-makers within targeted accounts.

This approach is particularly effective in encouraging desired actions, such as revisiting your website or downloading resources, while simultaneously reinforcing the brand’s value proposition and ensuring continuous visibility.

  1. Create Account-Specific Content

Creating account-specific content allows for a highly personalized approach to engaging your key accounts.

By developing tailored articles, case studies, infographics, or videos that resonate with the specific pain points and aspirations of each account, you can establish a deeper connection and demonstrate a thorough understanding of the account’s business landscape.

This personalized content not only enhances relevance but also increases the perceived value of the brand in the eyes of the decision-makers within these accounts.

Account-specific content can be used across various platforms, including email marketing, social media posts, and landing pages that we mentioned above for a targeted messaging strategy.

  1. Form Strategic Partnerships and Co-Market

Brand collaborations and strategic partnerships with other esteemed brands in your industry can increase the reach and engagement of your brand with your target accounts.

You can select to forge collaborations with other brands that sell relevant products and services to what you offer. That way you have a win-win situation!

You can split the costs of marketing but maintain a specific targeting to attract and engage with key accounts for both brands.

Co-marketing initiatives include joint webinars, co-authored content, shared events, or collaborative social media campaigns.

These partnerships not only expand the reach of your marketing efforts but also add credibility to your brand.

  1. Send Personalized Direct Mail

Often B2B marketers forget that there’s marketing beyond the online world.

In the era where digital marketing dominates, the power of personalized direct mail can be surprisingly effective, particularly in reaching targeted executive groups.

Direct mail stands out by capturing the attention of executives who are less responsive to digital marketing tactics like webinars or social media outreach.

Creative, personal direct mail not only bypasses the clutter of digital channels but also adds a tangible touch that can make a significant impact.

This tactic demonstrates understanding and respect for the communication preferences of high-level decision-makers, effectively engaging them in a way that is memorable.

  1. Leverage Non-Sales Employee Networks

Last, leveraging non-sales employee networks is an underutilized yet highly effective tactic in account-based marketing.

Your company can encourage your coworkers, especially those at the C-level, to cultivate relationships with specific buyer personas at target accounts.

This approach often starts with a personal outreach, such as a direct message on LinkedIn, followed by an email or even a phone call.

These communications should be genuine and personal, and clearly define the business reasons for connecting.

A key aspect of this strategy is utilizing account-based marketing tools, which we analyze briefly below.

3 Tools for Account-Based Marketing

Mentionlytics

Social media shouldn’t be left out of your account-based marketing strategy. Mentionlytics is the tool you need to keep up with your target accounts on social channels.

Mentionlytics Synopsis Dashboard

Using this platform, you can monitor social media and the entire web for mentions of your target accounts to understand which topics they’re most interested in and identify their weak spots or pain points.

This knowledge can help you craft relevant content and be more precise in your communications.

Also, with Mentionlytics you won’t miss out on any engagement opportunity. You can monitor industry-related or challenge-related keywords and take advantage of every comment or post of your target accounts around these topics. Simply, you can jump right into the conversation and introduce your offerings or share your expert opinion.

Additionally, in Mentionlytics you can spot new leads from your target accounts by comparing your mentioners with your ICPs. And receive real-time notifications for every new mention of your brand, your target accounts, industry keywords, and anything you’d like to monitor.

Try Mentionlytics for FREE

LinkedIn Sales Navigator

Account-based Marketing Tool_Sales Navigator

LinkedIn Sales Navigator excels in facilitating account-based marketing through its advanced targeting features and rich firmographic data.

The platform provides detailed insights into companies and decision-makers, which is crucial for identifying and prioritizing target accounts.

With its comprehensive data, your team can filter prospects based on industry, company size, geographic location, and other key business attributes, ensuring that marketing and sales efforts are highly targeted and relevant.

Adobe Marketo Engage

Account-based Marketing Tool_Marketo

Adobe Marketo Engage is a comprehensive marketing automation platform that significantly enhances the execution of account-based marketing strategies.

It enables marketing and sales teams to create, manage, and scale personalized engagement across multiple channels, ensuring a cohesive and targeted approach to key accounts.

Adobe Marketo Engage offers robust segmentation capabilities, allowing you to identify and target specific accounts based on various criteria like industry, company size, and engagement history.

Additionally, it integrates seamlessly with CRM systems, ensuring that sales and marketing efforts are aligned and data-driven.

Case Study of Successful ABM: Adobe

Adobe is a famous, multinational design and marketing software company with $4,89 billion in revenue in the past quarter. It’s been around for more than 40 years now and has more than 29.000 employees worldwide.

It’s also one of the leaders in the account-based marketing game! Let’s analyze Adobe’s case briefly.

As in most companies of its tremendous size, Adobe faced the problem of misalignment in strategies between its marketing and sales teams, especially those who worked to build relationships with customers. Now you may suspect that this misalignment had as a result wasted opportunities, which negatively impacted company revenue.

Adobe turned to LinkedIn services to resolve this problem. They fostered an account-based marketing framework that incorporated LinkedIn’s rich user data, Sales Navigator, and advertising capabilities to make their strategy work.

By using the same tools and having all the information they need in one place, Adobe’s marketing and sales teams could achieve synchronization and better collaboration. They were able to reach key decision-makers with targeted advertising and direct messages, to spread their messages far and wide within their target accounts.

So which of the strategies we analyzed in this article did Adobe implement to achieve better account-based marketing results?

Well, we can highlight:

  • Unifying marketing and sales teams;
  • Targeted engagement on social media;
  • Highly-personalized content and messages;
  • Advertising;
  • And most of all, using the right tools.

Conclusion

To wrap it up, account-based marketing is the best strategy you can follow to expand your reach to an already interested audience. But this relationship shouldn’t end once you have a closed deal.

Your customer success team should take it from there and keep cultivating the already-established relationship to keep your key accounts engaged, achieving brand advocacy and loyalty.

Do you know which investment you can make today to benefit your marketing, sales, and customer success teams equally?

Invest in social listening for your marketing to draw key insights to personalize your content, for your sales to identify new leads within key accounts, and for your customer success to keep your important customers interested. Choose Mentionlytics as your social listening tool. Try it now for free — no credit card required!

Maira Volitaki

About Maira Volitaki

Just a content manager here who loves researching and writing about all things marketing. But when off-duty, you’ll find me lost in a mystery book or binge-watching TV shows... or petting the nearest dog! 🐶 Feel free to drop me a line on LinkedIn.