More marketers than ever are flipping traditional marketing on its head by turning to account-based programs to grow their pipeline and generate new business. In fact, 80% of marketers surveyed by SiriusDecisions reported a higher win rate with ABM, with 91% reporting higher ROI from their account-based efforts than traditional marketing.
Account-based experiences are all about targeting the right people at the right companies at the right time with the right messaging. But determining what’s ‘right’ is easier said than done. Whether your goals are to increase brand awareness, improve customer retention, shorten the sales cycle, or simply grow your pipeline, ABM can get you there (when done right).
3-4 Tablespoons of Insight
Crafting the perfect ABM strategy starts with asking the right questions.
- Who are our personas?
- What do they care about?
- What are their biggest pain points and/or technology gaps?
Use these questions as a basis to create your Ideal Customer Profile (ICP). Once uncovered, you can use firmographic data points (e.g industry, revenue, size, etc.) and behavior metrics to determine which accounts fit these criteria. These are your targets.
A Dash of Account Research
Identifying decision-makers and key contacts at target accounts is the best way to make sure your content and messaging reach its intended audience. Your team can conduct manual research on LinkedIn, or you can append your company data via third-party vendors.
A Few Pinches of Segmentation
Once you have your list of target accounts, it’s time to divide and conquer. Segment your list of accounts using whichever data points are most relevant to your strategy. Whether that is by persona, industry, size, funnel stage, or behavior, segmenting your list before outreach will help you personalize your content and tailor your messaging appropriately.
4-5 Cups of High-Quality Data
Marketers oftentimes think of contact data as just name, email, and phone. Yet as you build out your ABM programs, you’ll find you need more than basic contact details to target the right individuals and personalize the program effectively. Bad data comes in many forms: outdated, inaccurate, duplicates.
Some good questions to start: does my team trust our data? Do my target accounts have enough information to segment, score, and track behavior? Are all related Leads and Contacts linked to the proper Accounts? How many contacts in my database meet my target personas?
Other factors contribute to running a successful ABM program, but prioritizing data quality is essential to establishing your ABM framework.
A Serious Helping of Relevant Content
Good content starts with understanding your audience. Having content for all stages of the funnel –from awareness to interest to evaluation to selection– will empower your programs with relevant, engaging content across all personas and segments. Perform a content audit to see what assets you have, and what you need.
Once you have an understanding of who you are creating content for, what content you already have, and the gaps that exist, you can start building a content strategy for your target accounts.
4-5 Sprinkles of Engaging Emails
Whether the deliverable is an ebook, blog post, whitepaper, webinar recording, informational video, or infographics, engagement metrics are the best way to determine which accounts need further nurturing and which are ready to move along in the funnel. Frame your messaging around that specific persona, set your email delivery schedule, and track engagement of your emails.