unt-based Marketing Strategy

Account-Based Marketing is strategic by nature. ABM is a B2B strategy that emphasizes working with target accounts in a structured and measured way. Check out our introduction to account-based Marketing to get a better understanding of ABM. Then, come back and learn how to implement it.

This post will explain how to use ABM to help you grow your business.

ABM Accounts Organization

Your first step in account-based marketing is to organize your target accounts so that they can be marketed to when, where, and how frequently you want. It should be aligned with your business’s top-level goals and values. If revenue growth is a key metric for your business, then it might be a good idea to divide your accounts by tiers based on spend and potential spend. If your goal is to increase your profile by signing up the top ten Fortune 500 clients within your industry, you can organize your accounts according to their size of business. The ten largest accounts will be your “star” accounts. You decide the nomenclature!

ABM record keeping

If you are serious about ABM, you’ll need to have a system in place to track your accounts (whether they be tiers of accounts or stars). You will need to think about how you can scale ABM if it is successful. You may want to look at third-party software that is ready to manage your accounts. To determine if you’re ready for ABM, ask yourself the following five questions. The most important considerations, aside from understanding your accounts and their structures, are the integration with your marketing objectives and the way your system will measure, track and report the results to your C-suite.

Strategic Account Management

After our accounts have been organized according to business priorities and strategically, we need to consider how to manage each account in a marketing context. It means that a strategy is developed according to account priority. If we have more than one tier, we will need multiple strategies. Consider variables like:

Frequency. What is the frequency of marketing to each level?

Budget. What campaigns are applied to all accounts, middle-tier accounts, and top-tier clients and what budgets do we assign to each of them?

Logistics. Do top-tier campaigns include in-person events? Are there geographical and other factors that facilitate in-person events for top-tier clients?

Resources. Are we able to provide the resources and people required to develop multi-tiered campaign tailored to our account?

Our free guide will help you understand this ABM aspect in greater detail. It also shows how ABM platforms can help marketers achieve their strategic goals.

ABM Strategies

It’s now time to integrate your marketing channels into your ABM strategy. Consider these things when integrating marketing channels into your ABM strategy.

Email marketing. Consider creating lists that are based on your account tiering. The campaigns, messaging and frequency may be determined by the tiering system.

Tip: Think about the prestige of your communication with your top accounts. Could you send them a “letter from CEO” every month?

Events. Events are an excellent way to build deeper relationships with top clients. People buy people, as the old saying goes.

Tip: Host an annual director’s dinner to add value and show your business’ expertise in your industry. Invite guest speakers from the industry.

Direct Mail and Merchandising. ABM is about making your top accounts feel special. Spending a little more money to create tangible, physical assets for your campaigns that customers can keep is a good idea in an increasingly digital age.

Avoid pens and mugs that may end up in landfills. Think about more useful and valuable items, like branded speakers or chargers, that you will love and use.

Personalization. With the help of ABM, can create and record a detailed picture (metaphorically) of each customer.

Tip: Add value to by using personal marketing. Create content that addresses problems specific to each client or account sector.

Remember that ABM is ultimately about human relationships. So, enjoy the process of getting to know your best customers and growing them.

Our free 56-page ABM guide will help you understand ABM strategies in greater detail. It discusses the elements of ABM strategy and how ABM platforms may be used to achieve strategic goals.

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