Here are some tips to leverage account-based marketing (ABM) to drive business success:
- Identify your ideal customer profiles (ICPs) and target accounts with the most potential. Research and build in-depth profiles.
- Develop tailored messaging and content that speaks directly to the needs of each target account. Hyper-personalize outreach.
- Execute orchestrated, multi-channel campaigns spanning email, direct mail, social, etc. tailored to accounts.
- Equip sales with account intelligence to help them better engage and position value with target accounts.
- Leverage marketing automation and CRM tools to deliver personalized, timely communications to accounts.
- Track target account engagement across channels to gauge interest and adjust outreach accordingly.
- Utilize intent data to identify high-value individual buyers within accounts and their needs.
- Work cross-functionally to deliver consistent messaging and experience across sales, marketing, services.
- Continuously optimize campaigns through testing and measurement to increase account conversion.
- Expand within existing accounts by uncovering more opportunities and engaged buying groups.
