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15 Most Powerful (and Affordable) Account-Based Marketing Tactics
16 Most Powerful (and Affordable) Account-Based Marketing Tactics
Account-Based Marketing (ABM) is a strategic approach to B2B marketing that focuses on targeting and engaging individual accounts. It’s an effective way for businesses to build relationships with their target customers, drive leads through personalized campaigns, and maximize ROI by focusing resources on high-value accounts.
As the demand for ABM increases, so does the need for powerful yet affordable tactics to make it work. This article explores 16 of the most powerful account-based marketing tactics that can help you reach your goals without breaking the bank.
We’ll start off by taking a closer look at what an account-based marketing strategy is all about and why it has become such a popular choice among sales and marketing teams today. We will then examine each tactic in detail, exploring its effectiveness as well as how much time and money you should expect to invest to get results. Finally, we'll provide some tips on how best to implement these strategies into your existing ABM program to maximize success.
WHY IS ACCOUNT-BASED MARKETING SO EFFECTIVE?
Account-based marketing is a targeted approach that focuses on individual accounts, rather than broad groups of people or companies. It allows marketers to create personalized experiences for their target customers and build relationships with them over time.
ABM also has the potential to significantly reduce wasted spend, as it focuses resources on high-value target accounts. This means that marketers can maximize their ROI by only targeting accounts that are likely to convert. Finally, ABM is an analytics-driven approach that allows marketers to measure the impact of their campaigns and optimize them for better results over time.
Account-based marketing is not only a cost-effective approach, but also one that can result in measurable outcomes. By leveraging customer data and analytics, marketers can gain valuable insights into their campaigns and customer behavior. This information can then be used to tailor campaigns to specific accounts and track ROI more accurately. In addition, ABM allows marketers to build stronger relationships with their customers by personalizing each interaction.
As a result, a target account is more likely to become repeat customers and advocate for your business.
Now that we’ve discussed the benefits of ABM, let’s dive into 16 of the most powerful yet affordable account-based marketing tactics.
1. Personalized Messaging
Targeting your emails to the right person with a clear and personalized message can have a huge impact on engagement rates. Utilizing customer data, you can craft powerful messages that speak directly to each individual in the account and make it more likely they'll respond. Marketing and sales teams will appreciate this tip.
Personalizing your messaging for key accounts can be further enhanced by segmenting your accounts into different groups and creating tailored messages for each group. For instance, you may have one group of customers who are more likely to respond to offers, another group that is more interested in educational content, and another group that is looking for customer service-related information. Crafting messages that meet the needs of each group is key to creating successful ABM campaigns.
2. HANDWRITTEN NOTES
In today’s digital world, taking the time to write a handwritten note still stands out as an incredibly powerful way to connect with your target accounts. A simple thank you note could be enough to let your customers know that you genuinely appreciate them and value their business. In no time your target audience will be a part of your customer list.
Handwritten notes also offer a great opportunity for building relationships over time. can include personalized messages that mention recent purchases or highlight some of their achievements. These will help you to stand out from the competition and make your customers feel valued. Simply Noted makes handwritten notes easy with start-of-the-art automation options to make the most high-value customers feel cared for. Whether alone or part of a handwritten direct mail campaign, your marketing efforts will stoke the fires of your sales cycle and bring your sales reps business.
3. Reverse Prospecting
Reverse prospecting is a great way to identify the ideal accounts that fit your criteria and target them with ABM campaigns. It involves searching for companies or individuals who are engaging with particular keywords or topics online, which can help you and your marketing team narrow down potential prospects.
Reverse prospecting allows marketers to quickly identify accounts that are already engaging with their brand, product, or other related topics. It can be used to find potential customers who have already shown some level of interest in what you have to offer and target them more effectively with your ABM campaigns. Additionally, it allows you to better understand customer behavior and target specific customers with relevant messages.
4. Account-Based Advertising
Utilizing account-based advertising allows marketers to reach the right accounts in the most efficient way possible. By targeting audiences outside of your existing customer base, you can reach potential customers who may be interested in what you have to offer. While this can be a costly approach, utilizing platforms like Google Ads or LinkedIn Ads can help you reach high-value accounts without breaking the bank. Your sales process will thank you.
5. Account-Based Retargeting
Retargeting is an effective way to bring back people who have already visited your website but haven’t yet converted. By leveraging account-based retargeting, you can create tailored experiences for each account and ensure that your ads are delivered to the right people.
Account-based retargeting is especially useful as it helps your marketing and sales team focus their energy and resources on the most valuable accounts. With the right strategies in place, you can draw in potential customers with highly personalized messages that address their individual needs and interests. Additionally, ABM can be used to nurture existing customers by delivering content that meets their expectations and helps to build loyalty.
6. Event Marketing
Utilizing event marketing is an effective way to build relationships with potential customers and nurture them into becoming loyal customers. By attending events that are focused on your industry, you can network with potential customers and demonstrate your expertise in the field. Additionally, event marketing allows you to get face-to-face with potential customers and start building meaningful relationships with them.
Event marketing is also a great way to build relationships with current customers, as well as potential ones. For example, if you host an event focused on a particular topic related to your industry, you can invite existing customers and reward them for attending. This could include offering exclusive discounts or special gifts in exchange for their attendance. Additionally, by providing educational content and valuable experiences at events, you can help to build loyalty with existing customers and nurture them into becoming advocates for your brand.
7. Create Offers Designed to Get You Meetings
Creating offers that are specifically designed to get potential customers to schedule meetings with you is a great way to increase conversions. By offering valuable content or discounts, you can entice potential customers to meet with your sales team and convert them into paying customers.
Creating offers tailored to getting customers to schedule meetings with your sales team can be a powerful way to increase conversions. For example, you can offer exclusive discounts or early access to products or services in exchange for scheduling a meeting. Additionally, you can create content that is tailored specifically to the needs and interests of the customer, such as white papers, case studies, or educational videos. Doing so can help to build trust and demonstrate the value of your products or services.
8. Personalized Emails
Sending personalized emails is an effective way to reach potential customers with relevant content that addresses their individual needs and interests. By sending emails tailored specifically to each customer, you can grab their attention and demonstrate the value of your products or services. Additionally, personalized emails can be used to nurture existing customers by providing content that meets their expectations and builds loyalty.
Personalized emails are a great way to engage potential customers and encourage them to take action. For example, you can send emails offering exclusive discounts or early access to new products or services. Additionally, personalized emails can be used to send content that is specifically tailored to the customer’s needs and interests. Doing so helps to build trust and demonstrate why your products or services are a great fit for them.
9. OFFER UPSELLS AND CROSS-SELLS
Offering upsells and cross-sells is an effective way to increase customer loyalty and generate more revenue. By targeting accounts with offers that are tailored to their needs, you can increase customer engagement and create additional opportunities to upsell or cross-sell products. Offering upsells and cross-sells is also a great way to ensure customer satisfaction.
By recommending products or services that are tailored to the customer’s needs and interests, you can increase the likelihood of them making a purchase and build loyalty with your brand. Additionally, offering upsells and cross-sells can help to increase revenue by providing customers with additional products or services that are related to their current purchase.
10. Leverage Social Selling
Utilizing social selling allows marketers to identify potential customers and build relationships with them. By engaging with potential customers on social media channels, you can build trust and nurture leads into becoming loyal customers. Additionally, it allows you to quickly identify customer needs and pain points which can be used to create offers that are specifically tailored for them.
Social selling can be a powerful tool for building relationships with potential customers. By leveraging relevant conversations and engaging with potential customers on social media channels, you can build trust and nurture leads into loyal customers. Additionally, using social listening and monitoring tools can help identify customer needs and pain points which can then be used to create personalized offers that are tailored to the customer’s individual needs.
11. Utilize Content Syndication
Content syndication helps to extend the reach of your content and can be used to target potential customers with personalized messages that are tailored to their interests. By leveraging content partners, you can distribute your branded content across multiple websites, blogs, or social media channels. This can help to drive traffic to your website and increase conversions.
Content syndication is a great way to extend the reach of your content and target potential customers with personalized messages that are tailored to their individual needs. By partnering with relevant websites, blogs, or social media channels, you can distribute your branded content across multiple outlets which can help to increase visibility and drive more leads. Additionally, leveraging content syndication can also help to build trust with potential customers by providing them with relevant content that is tailored to their particular interests.
12. Use Retargeting Ads
Retargeting ads are a powerful tool for increasing conversions and building customer loyalty. By targeting users who have previously visited your website, you can deliver personalized messages that are tailored to their preferences and interests. Doing so helps to remind potential customers of the products and services they were interested in while also providing them with additional information and incentives that may encourage them to make a purchase.
Retargeting ads are a great way to increase conversions and build loyalty with potential customers. By targeting users who have previously visited your website, you can deliver personalized messages that are tailored to their preferences and interests. This helps to remind potential customers of the products or services they were interested in while also providing them with additional information and incentives that may encourage them to make a purchase. Additionally, leveraging retargeting ads can also help to build trust with potential customers by providing them with relevant messages that are tailored to their particular needs.
13. Use Joint Account-Based Marketing Tactics
Utilizing joint account-based marketing tactics allows marketers to partner with other businesses in order to target high-value accounts. By partnering with other businesses, you can build relationships with potential customers who may not have been aware of your product or services otherwise. Additionally, it allows you to access larger accounts that may be out of reach due to budget constraints.
14. Leverage Influencer Marketing
Utilizing influencer marketing is an effective way to reach potential customers and drive conversions. By partnering with influential figures in your industry, you can increase brand awareness and establish yourself as a thought leader. Additionally, it allows you to tap into larger audiences and create more opportunities for sales.
15. Utilize Content Syndication
Content syndication is an effective way to reach potential customers and increase conversions. By utilizing content syndication, you can quickly distribute content across multiple sites and publications in order to reach more people. Additionally, it gives you the opportunity to target high-value accounts that may not be aware of your product or services. Leveraging content syndication can also help to build trust with potential customers by providing them with relevant content that is tailored to their particular interests.
16. Account-Based Social Media
Utilizing social media for ABM campaigns is a great way to target the right accounts efficiently and cost-effectively. By creating highly personalized messages for each account, you can build relationships and drive conversions. Additionally, leveraging account-based social media allows you to gain insights into customer behavior and interests in order to create more effective campaigns in the future.
These are just a few of the powerful yet affordable account-based marketing tactics that you can use to make your campaigns more effective. By leveraging these tactics, you can target the right accounts, build relationships with potential customers, and maximize ROI in an efficient way. With the right ABM strategy in place, you can unlock the power of account-based marketing and drive growth for your business.