Account based marketing – marketing strategy

Account based marketing - marketing strategy

According to ABM marketing experts, “The number of account-based programs is set to grow by at least 150% in 2019”. So it’s time to hone your ABM skills and get going!

ABM is much more than a trendy marketing strategy.

It’s a full-fledged methodology that revolves around quality rather than quantity. It’s not about counting leads but about concentrating your efforts on a small number of accounts that can increase your ROI.

A good ABM strategy is two-pronged. On the one hand, it has to develop and run campaigns that raise awareness of a product or service among the target accounts.

On the other, once the larger audience is captured, it has to target and focus on individuals in those accounts to convert them and begin an engaging relationship.
It’s a combined lead generation and account marketing process that, when done well, leads to optimum results.

Raising Awareness

Awareness is about making your target audience conscious that your company, solutions, and services exist. Here are some common ways of creating awareness among the larger target audience:

  • Produce target-oriented content to educate your audience before they consolidate an opinion or go to Google for assistance
  • Build your authority in your area by conducting and publishing research and expert pieces
  • Invite influencers to distribute your content
  • Tap on professional and social media to promote content – use videos, blog posts, articles and lots of imagery
  • Increase native advertising
  • Create targeted PPC campaigns in search channels

Targeting

When you have educated and raised awareness among your target audience (or even while you’re still doing it), it’s time to start your account targeting efforts:

  • Make sure that not only sales but also marketing and other key roles in your organization are the ones to decide on the target accounts.
  • Personalize content to speak the language of each prospect account – do not recycle.
  • Use physical as well as digital – digital targets the accounts and/or geography invites individuals to visit you at a conference or show. At the venue, establish a physical engagement and develop a personal relationship with individuals of the accounts you focused on.
  • Make sure you have the technology stack you need for successful ABM. Ranging from CRM platforms to social media accounts, you need tools to help you distribute content, nurture leads, develop better focus, all in support of your business goals.

Measuring

One of the most important ABM tools is the measurement.
It’s critical that you have clear and measurable KPIs to properly assess success.

In ABM you measure Marketing Qualified Accounts (MQAs), not leads, engagement level (how many people show intent), how many people in an account you build a relationship with, how much activity there is in the target account, and where your Return on Marketing Investment (ROMI) stands.

What’s next?

If it feels that you need a huge in-house team to do ABM, give us a call.

We are a leading B2B lifecycle – a digital marketing agency that can help you plan and implement a successful and effective ABM program guaranteed to give you results.

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FAQ

Xtra mile is a B2B lifecycle-marketing agency that operates in Israel, Europe, and the United States.

With over 15 years of experience working with leading customers in the high-tech, medical and technology industries, Xtra mile helps businesses increase customer lifetime value (CLV) while dramatically reducing customer acquisition 
cost (CAC).

Xtra mile provides A-Z marketing services that drive results. From engaging new prospects with digital campaigns to create marketing qualified leads (MQLs), through account-based maximization of sales qualified leads (SQLs), to the retention and increased CLV for existing customers, we are a 360-degree marketing-services provider that walks the marketing journey.

In today’s transformative economy, we integrate a coherent system that leverages customer engagement from acquisition to retention and offer clear marketing methodologies and processes that truly improve the bottom line. 

We are proud of our team of seasoned professionals in all marketing fields – from digital marketing and social media experts, through content writing to marketing strategists. 

All this knowledge and hands-on best practices are put at the disposal of our customers and help them succeed in today’s competitive space.

As a lifecycle-marketing agency, we do not only take care of customer-facing marketing.
We also work closely with businesses in employer-branding strategies that create their unique character brands. 

We help companies deliver the right message to differentiate themselves among their potential employees’ market, hire top talent, and maintain the best employees through ongoing iComm activities.

At Xtra mile, we do go the proverbial extra mile for our customers.

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