Account-based marketing - be clear and research right

With B2B marketers continuing to increase their budget allocation to ABM, it’s clear that this activity is here to stay. More than just a flash in the pan, account-based marketing is grounded in logic, hyper-personalisation and proven results – hence its popularity. However, with 3 tiers of activity to choose from, and a steep learning curve, it’s not always a straightforward process. There are a few fundamentals which will always remain the same though, and this blog will provide tips and ideas on a couple of these.

Be clear on your objectives

What are you trying to achieve? What are your ABM goals? How will you know when you are successful? Believe it or not, some marketers are venturing into ABM activity without first answering these questions. Crazy, right? The fact is, without a clear destination, you won’t know when you’ve arrived. So, when the decision has been made to implement an ABM approach, be clear on what results you want. Is it leads? Sales? Revenue? Is it a particular pipeline value? Only by having these targets in place will you be able to determine the success and failures of your ABM, on an ongoing basis.

Research right

No marketer enters into any kind of lead generation activity without first carrying out at least some research – so we all know how to gather information and data. However, when you take the leap into account-based marketing, this research activity sky-rockets and becomes the epicentre of the campaign. Why? Well, in order to achieve engagement and provide prospects with hyper-personalised messaging, you need to know as much as you can about them. For example, in a traditional campaign it would be enough to say that you are targeting the finance director and you know their pain points are based around budgeting and productivity. However, for ABM success, you’ll need to know that the finance director is called Andrea, she’s married with two kids, has just come back from a week-long break in Portugal, and will be attending next week’s industry event.

Tap into success

Achieving ABM success requires a great deal of advice, guidance, and support form experienced experts. Alternatively, you can try to learn all you need in-house (but we wouldn’t advise it). So, when looking to implement an ABM strategy, be sure to seek specialist assistance. At Really B2B, we have years of experience in ABM. From planning and implementing, to reporting and succeeding, we make sure you stay ahead of your competitors in the ABM stakes.

To read the rest of our helpful tips on the fundamental aspects of ABM… Check out our latest ABM tip sheet now!