In this new era of digital marketing, marketers do not look forward to handling too many accounts. Instead, they want to narrow down to a limited number of high-value accounts to engage better and generate higher ROMI. Businesses are now investing their marketing budgets into account-based marketing programs, to increase competition for gaining the highest-value accounts.
Focusing on account-based marketing can be challenging as companies can undergo losses if the process is not executed correctly. Thus, to help you become an account-based marketing expert here is an all-encompassing guideline on campaign planning and development, building and maintaining the account-based marketing databases. You can learn to choose the best channels for account-based marketing campaigns, and personalizing account-based marketing strategies to each account and buying journey.
Campaign Planning for Account-Based Marketing
Account-based marketing helps align your sales and marketing teams by bridging the communication gap and diminishing conflicts. Therefore, you need to conduct offline events and campaigns such as corporate dinners, sporting events, executive events, managing and delivering direct mails, ensuring web personalization, and performing re-targeting. You also need to set specific measurement metrics to gauge these marketing activities.
Account-based marketing needs to have a marketing strategy that conveys the right messages to the right accounts and stakeholders at the right time. Moreover, it uses the proper channels to connect with the targeted audience. You need to invest a significant amount of time in social listening to understand how to engage your targeted audience better. It is essential to implement one-to-one, personalized, and scalable communication that increases engagement with the targeted account profiles.
It would be best if you create product and service offers with the needs of your target audiences. By setting your campaign goal, you will get clear conceptions on types of campaigns to conduct as well as accounts and stakeholders to be targeted with each type of account-based marketing campaign.
Besides email marketing, social media campaigns, online and offline corporate events, use the most effective account-based marketing campaign strategies. Marketers should also consider deploying engagement-driven campaign approaches, such as direct mail with personalized content.
Due to its tangible nature and ability to enable marketers to add personal touches to the messages, direct mail has become one of the top trending marketing strategies for account-based marketing campaigns. It can instantly connect and engage with targeted recipients to join top-level executives. They feel valued and respond well to direct mail instead of unsolicited emails. Moreover, personalized content helps increase sales conversion rates.
Deploy Targeted Outreach Approaches
Deploying targeted outreach approaches which designate sales and marketing reps help improve cultivating customer relations with ideal buyer personas of the accounts your business is targeting. You can employ level to level outreach practising activities so that targeted buyers of different groups start connecting with employees of your organizations. It creates numerous touch-points with the appropriate level of employees of targeted account companies.
Account-based marketing is a great way to improve your marketing approach. And by using these strategies, you can become an account-based marketing expert for your business.
