Account-based marketing (ABM) is a strategic approach that focuses on high-value accounts in a market or business, and creates personalized buying experiences for them. ABM can help you boost your ROI, customer loyalty, and sales efficiency.
But how do you implement ABM effectively? What are the best tactics to use to attract, engage, and convert your target accounts?
In this guide, we will share 12 proven ABM tactics that you can use to generate more B2B leads and fill your revenue pipeline.
1. Define your ideal client profile (ICP)
The first step in any ABM strategy is to define your ideal client profile (ICP). An ICP is a description of the type of account that is most likely to buy from you, benefit from your solution, and stay loyal to your brand.
To create your ICP, you need to analyze your existing customers, identify their common characteristics, and segment them based on their value, fit, and potential. You can use criteria such as industry, size, revenue, location, goals, challenges, needs, and behaviors.
Your ICP will help you narrow down your target market and focus your resources on the accounts that matter most to your business.
2. Build a list of target accounts
Once you have your ICP, you can use it to build a list of target accounts that match your criteria. These are the accounts that you will pursue with your ABM campaigns.
There are several ways to build your target account list, such as:
- Using a B2B lead generation software to find and verify contact information of decision makers and influencers in your target accounts.
- Leveraging your existing network, referrals, and partnerships to get introductions and recommendations to your target accounts.
- Conducting online research and using social media platforms to identify and reach out to your target accounts.
Your target account list should be dynamic and updated regularly, as new opportunities may arise or old ones may become irrelevant.
3. Map out the decision-making unit (DMU)
The next step is to map out the decision-making unit (DMU) of each target account. The DMU is the group of people who are involved in the buying process, such as the decision maker, the influencer, the user, the gatekeeper, and the champion.
You need to understand the roles, responsibilities, pain points, goals, and preferences of each member of the DMU, and tailor your messaging and offers accordingly.
You can use social media and email to find and connect with the DMU members, and use a CRM software to track and manage your interactions with them.
4. Create personalized and relevant content
Content is the key to engaging and educating your target accounts. You need to create content that is personalized, relevant, and valuable to each account and each DMU member.
Some examples of personalized and relevant content are:
- Case studies and testimonials that showcase how you have helped similar accounts solve their problems and achieve their goals.
- White papers and reports that provide insights and data on the industry trends, challenges, and opportunities that affect your target accounts.
- Webinars and podcasts that feature experts and thought leaders from your target accounts or their peers, and address their specific questions and concerns.
- Ebooks and guides that offer practical tips and best practices on how to use your solution and optimize their results.
You can tailor your website and landing pages for each target account, and send personalized and segmented email campaigns to each DMU member.
5. Use retargeting to stay top of mind
Retargeting is a great way to keep your brand in front of your target accounts as they consume online content. Retargeting allows you to show ads to people who have visited your website or interacted with your content, and remind them of your value proposition and offers.
Some examples of retargeting ads are:
- Ads that highlight the benefits and features of your solution, and invite your target accounts to book a demo or start a free trial.
- Ads that showcase your customer success stories and social proof, and encourage your target accounts to join your community or subscribe to your newsletter.
- Ads that offer exclusive discounts and incentives, and urge your target accounts to take action and buy from you.
You can use online advertising platforms like Google Ads and LinkedIn to create and run retargeting campaigns for your target accounts, and measure and optimize your campaign performance.
6. Use social media to build relationships
Social media is a powerful channel to build relationships with your target accounts and influence their buying decisions. Social media allows you to listen to your target accounts, engage with them, and provide value to them.
Some examples of social media activities are:
- Following and interacting with your target accounts and DMU members on platforms like LinkedIn, Twitter, and Facebook, and sharing relevant and helpful content with them.
- Joining and participating in online groups and communities where your target accounts and DMU members hang out, and providing useful insights and advice to them.
- Creating and hosting your own online events and groups, and inviting your target accounts and DMU members to join and network with you and your peers.
Monitor your social media presence, and find and analyze the most popular and engaging content in your niche.
7. Use direct mail to stand out
Direct mail is a traditional but effective way to stand out from the digital noise and get the attention of your target accounts. Direct mail is the physical delivery of marketing materials, such as letters, postcards, brochures, and gifts, to your target accounts.
Some examples of direct mail materials are:
- Handwritten notes and cards that express your appreciation and interest in your target accounts, and invite them to connect with you or take the next step in the buying process.
- Branded swag and merchandise that showcase your logo and slogan, and create a positive and memorable impression of your brand.
- Personalized and creative gifts that appeal to your target accounts’ interests and hobbies, and show that you care about them as individuals.
Create and send personalized and scalable direct mail campaigns to your target accounts, and integrate and track your direct mail efforts with your CRM.
8. Use video to humanize your brand
Video is a compelling and engaging way to humanize your brand and connect with your target accounts on an emotional level. Video allows you to showcase your personality, story, and values, and demonstrate your expertise and credibility.
Some examples of video content are:
- Explainer videos and demos that show how your solution works and how it can solve your target accounts’ problems and help them achieve their goals.
- Customer testimonial videos and case studies that feature your happy and successful customers, and highlight the results and benefits they have gained from using your solution.
- Behind-the-scenes videos and interviews that introduce your team and culture, and share your vision and mission.
Create and host your video content, and send personalized video messages and emails to your target accounts.
9. Use chatbots to qualify and nurture leads
Chatbots are automated conversational agents that can interact with your target accounts on your website, social media, and messaging platforms. Chatbots can help you qualify and nurture your leads, and guide them through the buying process.
Some examples of chatbot functions are:
- Chatbots that greet your website visitors and ask them qualifying questions, such as their name, company, role, and needs, and collect their contact information.
- Chatbots that provide instant answers and solutions to your target accounts’ common questions and objections, and direct them to relevant content and resources.
- Chatbots that book meetings and appointments with your sales reps, and send reminders and confirmations to your target accounts.
There is a lot of chatbot software on the market that you can use to create and deploy on your website and other channels, and integrate and manage your chatbot conversations with your native CRM.
10. Use call and email to nurture and convert leads
Call and email are two classic but essential ways to nurture and convert your leads, and maintain a long-term relationship with your target accounts. Call and email allow you to communicate with your target accounts on a one-to-one basis, and deliver personalized and timely messages and offers.
Some examples of call and email types are:
- Welcome calls and emails that thank your target accounts for subscribing or signing up, and introduce your brand and value proposition.
- Educational calls and emails that provide valuable and relevant content and information to your target accounts, and position yourself as a trusted and authoritative source.
- Promotional calls and emails that showcase your solution and offers, and persuade your target accounts to take action and buy from you.
Find and verify contact information of your target accounts and DMU members, and track and manage your call and email efforts with your CRM.
11. Use account-based advertising to reach and influence decision makers
Account-based advertising is a form of digital advertising that targets specific accounts and DMU members with personalized and relevant ads. Account-based advertising can help you reach and influence decision makers who are hard to reach via other channels, and increase your brand awareness and credibility.
Some examples of account-based advertising platforms are:
- Online advertising platforms that allow you to create and run targeted ads on various channels, such as display, social, video, and mobile, and reach your target accounts and DMU members based on their profile data and behavior.
- ABM software that allows you to create and run targeted ads on various channels, such as display, social, video, and mobile, and reach your target accounts and DMU members based on their IP address, cookie data, email address, and intent data.
12. Use account-based analytics to measure and optimize your results
Account-based analytics is the process of measuring and analyzing the performance and impact of your ABM campaigns and activities. Account-based analytics can help you optimize your ABM strategy, improve your ROI, and align your marketing and sales teams.
Some examples of account-based analytics metrics are:
- Coverage: the percentage of your target accounts and DMU members that you have identified and reached with your ABM campaigns and activities.
- Engagement: the level and quality of interaction and response that your target accounts and DMU members have with your ABM campaigns and activities.
- Influence: the degree and direction of influence that your ABM campaigns and activities have on your target accounts and DMU members’ buying decisions and behavior.
- Revenue: the amount and value of revenue that your ABM campaigns and activities have generated from your target accounts.
You can leverage modern ABM software and analytics software to collect and visualize your account-based analytics data, and integrate and track your account-based analytics data with your CRM.
In Summary
Account-based marketing is a powerful and effective way to generate more B2B leads and fill your revenue pipeline. By using the ABM tactics we have shared in this blog, you can create personalized and relevant buying experiences for your target accounts, and build long-lasting and profitable relationships with them.
If you need help with implementing Account-Based Marketing for your business, we are here to help. We are a team of ABM experts and practitioners who have helped B2B businesses achieve their ABM goals and objectives. Contact us today and let us help you take your ABM to the next level.
