ABM (Account based marketing strategy) has emerged as one of the most impactful strategies globally, which aids many businesses to reach new heights! With the growth of new technologies, ABM has also grown and advanced alongside, and has become a go-to strategy for many b2b businesses. In this article, let's look into the importance and basics of ABM and hunt down some of the essentials to develop a winning ABM strategy that works wonders!

What is ABM marketing?

Account-based marketing strategy first came into the spotlight in the early 2000s which was first adopted by many tech companies. ABM marketing is just like stumbling upon your favourite ice cream that you've been craving for and compels you to hit that ‘ add to cart ‘ button! ABM focuses on customizing marketing efforts which mirrors interests and core values of the other business. This personalized marketing approach paves way for conversions and increased ROI.

Importance ABM marketing:

• Streamlined Customer Acquisition Process: Account-based marketing strategy enables a well-structured process of pitching potential customers, since its extremely personalized and strategies are designed to attract a specific business. This ultimately saves up a team’s efforts and time.

• Accelerated sales timeline: ABM typically cuts down delays in a decision making process and involves important people by addressing their pain points. It makes sure every relevant person is on the same page with needed information which allows them to maintain a perfect timeframe.

• Better ROI: Already by now you would’ve guessed that ABM marketing is a powerful strategy for better ROI and it truly is! Since the marketing efforts are already addressing what a customer is looking for, there’s a greater potential to drive conversions which results in maximized ROI, which highlights that B2B ABM campaigns are truly effective!

• Builds a solid trust: B2B ABM campaigns are what you're showcasing a customer’s business challenges through blogs, videos and social platforms, while maintaining consistency. This assures your customers that their long internet surfing has brought them to a trustable team of experts who know their job, brings an unmatchable trustworthiness among your customers.

• Optimized Reporting: Implementing ABM marketing lets you track only a few metrics and not an overwhelming number which can confuse marketers. This allows better tracking and reporting of the marketing efforts, especially when you have a clear idea of targeting the right audience.

• Focuses on quality leads over loaded ones: It's not about fishing in a sea full of fish, it’s about targeting the right catch. Account-based marketing strategy lets marketers maintain a streamlined sales process when they find their right audience. Without wasting time and effort.

• Selecting your ideal ABM tools: There are many ABM tools available for marketers to choose from, that greatly assists them in the entire project.

But how do you pick out the best out of the rest?

Here are the top 5 factors to consider!

• Highly capable of personalization and customization features.

• Effortless customer targeting.

• User-friendliness with responsive designs.

• Checking analytics and reporting features.

• Better integration which allows you to analyze your marketing efforts.

So here’s the main objectives before choosing your right ABM tools! You’ve finally reached the core of this article, which is wiring out an ideal ABM marketing strategy!

How to map out the ultimate ABM strategy?

Step 1: Know your target customer

Every project starts from a clear understanding of the target customer, which stands as a stepping stone for a project’s success.

But how do you figure out your right customer? Outline your ideal customer profile (ICP):

• Bring out the characteristics of your ideal customer to the table by including type of businesses, industry, company size, location and other more factors that you’re looking for.

• Keep a track on data and analytics: Make use of ABM tools such as CRM, marketing automation tools and other analytic tools to precisely find the customers who match with your ideal customer profile (ICP).

Step 2: Conduct an in-depth research

Stepping into something without knowing it, is utterly a waste of time, isn't it? Hence, thorough research on your chosen customer is important before starting off your project.

Company’s profile: Get every detail of your target customer, from their business approach, recent advancements, till their business goals and business challenges. This is a key element in account-based marketing strategy, since it majorly relies on personalization in marketing efforts.

Understand the significant team members: Understand important stakeholders and decision-makers to streamline the sales process.

Step 3: Now start designing personalized content and campaigns

So here comes the star of ABM strategy, creating personalized contents and targeted B2B ABM campaigns.

Individualized landing pages: Since the UI/UX of landing pages cannot be completely changed, it can be rearranged by customizing layouts and other options, which effectively addresses each customer's pain points.

Targeted campaigns: By utilizing ABM tools such as CRM will let you send personalized emails in no time. Run targeted ads in social media platforms such as instagram and facebook to reach the potential investors.

Step 4: Put everything into action

Now that you have everything in place, it’s time to implement everything you’ve got!

Execute all the strategic approaches that you developed through various research and analysis, now implement that in various platforms while maintaining the consistency. ABM marketing needs a seamless workflow between both the marketing and sales team to achieve the desired results. It’s important to stay creative without stopping after a while and staying on track.

Step 5: Post implementing your ABM strategy

Your work doesn't stop after implementing your strategies, the real action begins after that!

Now analyze and consistently follow how your marketing efforts are working. Know how your targeted customers are interacting with your posts and campaigns. Assess the revenue generated out of your B2B ABM campaigns. Research where you lag and advance your future strategies.

Conclusion

In a nutshell, ABM (account-based marketing strategy) is an effective marketing strategy which involves various ABM tools and specific marketing efforts. This customer-centric approach attracts potential investors and stakeholders through streamlined and well-structured processes. ABM marketing strategies and B2B ABM campaigns, not only enhance customer experience, but also enable businesses to understand a customer mindset to deliver services that well suit them.

As many companies started adapting to this widely recognized ABM strategy, handing over your projects in better hands is important. Your project is in the right hands, with the Bud Creative Ad Agency, experts in Account-based marketing services with 14 years of experience in the industry and empowering business to greater milestones!