6 Winning Strategies to Boost Your ABM Campaign

Author: Mike Connolly

ABM or Account-based marketing is a result-oriented B2B strategy applied by businesses on specific target accounts. How? By building personalized campaigns that instantly appeal to the targeted high-value clients. For instance, sending personalized emails to potential clients builds trust and brand awareness and is a popular ABM hack.

Given the success of ABM campaigns, more than 80% of marketers have exceeded and doubled their web traffic and sales. SaaS biggies like Salesforce, the number one CRM (Customer Relationship Management) application, have AI that uses ABM strategies that benefit salespersons and marketers to establish a strong relationship with prospects.

Six Ways to Boost Your ABM Campaign and Gain 10x ROI

Want to roll out an ABM campaign? If so, here are the best practices you need to follow.

1. Gain Clarity of Clientele or Account

What qualifies a potential client? Building an ideal customer profile (ICP)! It helps determine the accounts you must target, i.e., the accounts that have a higher chance of conversion. An ICP determines whether a business “fits” or whether it’s a “right pick” for the product or services your company provides.

In addition to creating ICPs, you must also conduct in-depth research on identified prospects’ current sales, growth trajectory, and competitors. Doing this will help establish long-term solutions, leading to higher customer retention.

Remember, it is crucial to build brand value and express your unique selling point (USP) in a way that stands apart from the competitors. For this, mapping out the client’s journey, setbacks, and business trajectory are fundamental. Hence, it becomes a great way to funnel the right audience and boost your ABM campaign considerably.

2. Send Personalized Messages

Each buyer has a unique requirement, even though two target accounts have similar businesses. And, to directly connect to your high-value accounts, personalized advertisement campaigns like – email marketing, inbound marketing, and client-specific social media posts will amplify the possibilities of conversion and enhance your ABM campaign.

According to a recent report by Salesforce, there is a 70% higher chance of closing a sale by sending a personalized message to prospects and understanding the buyer’s pain points closely. Humans are emotional beings; hence triggering a particular emotion and providing a solution will compel prospective clients to take action.

3. Work on Social Media Presence

The thumb rule is to go where your target accounts are most active and reconnect with potential clients personally. You can achieve this by creating value-adding social media posts, direct messages, and personalized advertisements on selective channels that cater to the business and its relevance.

According to studies, 90% of content marketers use LinkedIn, and around 80% use Twitter to connect with their B2B leads remarkably.

4. Align Sales and Marketing Teams

One most effective strategies to boost your ABM campaign is aligning your sales and marketing teams. This cross-team collaboration will streamline the strategy for the target account by drafting a budget, ad campaigns, and structuring personalized posts or messages. Doing this will eventually generate leads from high-value accounts or clients.

Identity resolution provider, LiveRamp, adopted the ABM campaign to boost their sales and expressed that aligning marketing and SDR (Sales Development Representatives) helped grow their business considerably and schedule meetings with Fortune 500 companies. Similarly, Rollworks was able to increase its appointment rates from 2.6% to 10% with the help of its marketing and SDR team.

5. Inbound Marketing Campaigns

Inbound marketing and ABM strategies have polar opposite fundamentals. However, you can leverage inbound marketing to develop niche-specific content to boost your account-based campaigns. For example, B2B drivers favor educational content, so offering them information after thorough research on search intent, SEO, webinars, and e-books – enables you to produce content tailored for target accounts.

For instance, healthcare marketers require long-term relationships with clients, which can be achieved through effective inbound marketing. Answering a recently “Googled” question will directly cater to knowledge, establish domain authority, and eventually build trust.

6. Conduct a Detailed Analysis

Reviewing the initial goals and data is the most crucial winning strategy to grow your ABM campaign. It helps scrutinize the engagement rates, the number of leads generated, conversions, prospective clients’ long-term business goals, and contacts received from high-value customers. You can also analyze specific strategies with a higher ROI, further curate the target account requisites, funnel the best practices, and introspect the internal team efficiency.

In the End

Account-based marketing requires you to adopt long-term strategies to receive significant results. According to the ITSMA (Information Technology Services Marketing Association), investments in ABM are expected to grow more in the upcoming years. However, we summarize the best winning strategies to boost your ABM campaign to –

• Help prospective businesses reach the right clientele and increase work efficiency.
• Get data and compare the results for a better approach and planning.
• Utilize intent marketing sprucely that will benefit companies to allocate funds to a target audience or “high-value accounts” that have higher chances of conversion.