Marketers are emerging from a time of great upheaval, optimistic about new opportunities as they lean on technology and data-driven insights. Even more interesting - account-based marketing (ABM) is becoming an important part of their strategy. According to Salesforce’s 7th State of Marketing report, 79% of organisations are using ABM now.
Particularly popular among B2B marketers, ABM accounts for about 15% of marketing budgets today, notes the report. As customer behaviour continues to evolve and expectations rise, marketers are having to double down on critical investment and opportunity areas. In this context, having a laser-sharp focus on ABM makes sense.
But first, what is account-based marketing?
Here's the 3-point technique that sets apart account-based marketing:
2. Map key stakeholders: Now that you know who your key accounts are, the logical next step is identifying the 'influencers' and 'decision-makers' within these accounts. Is there a buying committee? Is there a process? What is your relationship with this buying committee?
While you're at it, align your internal marketing, sales, and customer service teams. All of you should be pursuing the same metrics and goals, and have the same unified view of your customers.
3. Develop one-to-one campaigns: The information you get should help you understand where each stakeholder stands in the customer journey. Are they a strong advocate of your brand? Are they happy with the services provided? Once such key points are addressed, you can design your communication strategy to hook the stakeholder with a highly personalised campaign (includes messaging and content assets).
4. Identify the right communication channels: Not everyone likes emails but what if that email was accompanied by a personalised note from the CEO thanking the customer for a previous purchase? This is sure to strike a chord. Having such a personalised approach for key account stakeholders will help to build deep and long-term engagement. Not to mention that the email click rate will be a lot higher. You could choose email campaigns, virtual or live corporate events, social media, etc. to communicate your personalised message and content.