Here is an overview of key account-based marketing (ABM) strategies to adopt in 2023:
- Identify your total addressable market and ideal customer profile to selectively target best-fit accounts. Go narrow, not broad.
- Build personalized campaigns featuring messaging, content and offers tailored specifically to target accounts.
- Equip sales with detailed account intelligence to strengthen engagement with decision makers.
- Orchestrate multi-channel campaigns spanning email, social, site personalization, ads, direct mail.
- Leverage intent data to identify high-value individuals within target accounts and their needs.
- Develop relevant ABM content like whitepapers, webinars, case studies for lead nurturing.
- Track target account engagement across touchpoints using marketing automation and CRM.
- Continuously refine targeting, messaging and content based on account insights and engagement.
- Expand within existing accounts to uncover more stakeholders and opportunities.
- Report on pipeline and revenue influenced by ABM to showcase ROI.
