Account-Based Marketing, or ABM, is becoming quite the new strategy in marketing today. You’re focusing your marketing work on specific high-priority accounts instead of a large audience. This personalized strategy leads to real interactions and good outcomes. If you choose the right marketing channels, you can actually make your ABM flourish.
Once you’ve selected the right channels, your message will resonate more. You see, this really matters because it helps you complete your marketing goals. When you align your channels to make the most of your work, you really get to know your audience and goals.
There’s so much more we can talk about. Let’s get started!
Understand Your Target Accounts
Your target accounts are really the foundation of successful Account-Based Marketing (ABM), and this base helps you choose which channels to use.
When you really get to know your accounts’ needs, preferences, and challenges, it can become much easier to pick the right channels. If your target audience wants smooth tech services but only receives generic emails from you, you’re missing opportunities. You could want to use surveys, interviews, or case studies to find where your targets feel most at cut back on.
Once you learn where they feel comfortable and cut back on what’s not working, it helps your message find the right place.
As you look at the industry, they guide you on which channels you should start with. In the technology sector, choice-makers are always on the lookout for fresh ideas and sometimes check LinkedIn, web ads, or emails. In healthcare, your audience could like traditional channels like medical journals or special conferences. Remember that generic content in busy online spaces won’t exactly capture their interest. So, the channel needs to fit their profession’s expectations.
For a change, the finance and banking sector needs a slightly different strategy. Executives here sometimes visit financial news sites or industry webinars. Their attention stays protected behind personalized content gates. This shows the importance of following their guidelines and connecting in their chosen places. When you align with their preferences, it helps you join their conversations.
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As data steers you, you should look at where your accounts spend time online. Just to give you an idea, active LinkedIn users respond best to LinkedIn-specific content. You can really use their online habits to shape your strategy. Information like the company size or revenue can usually inspire more complete plans.
So, multichannel engagement is your safety net. With email, social media, and targeted ads working together, you can create a more complete strategy. This plan will make sure that you’re not missing any opportunities. When you send personalized messages at the right time, it really helps with general efficiency.
I believe your ABM strategy will soon have strong results on your target accounts. This effect goes past surface-level interaction. Now, let’s take a look at whether email campaigns align with your goals in this next section.
Should You Use Email Campaigns?
Email campaigns can really help with your ABM work. Email can give you an easy way to build real connections. Personalization and segmentation are pretty helpful! Messages that really fit their needs get more people to engage. Vidyard used video emails that spoke to people and saw engagement rates go up by 63% – fun for any marketer!
You might want to think about how segmentation can be helpful. When you split your audience by industry, company size, or the challenges they face, your emails become more focused. This makes engagement and conversion rates increase. Personalized messages spark more interactions. Everyone wants positive outcomes.
You’re probably aware that keeping the email list clean is important. Regular updates help you stay away from bounce and deliverability problems. Create subject lines that really grab attention with names and tackle specific issues. This works much better than generic messages.
Add personal touches to your emails and clear calls to action. Tell the reader what to do next.
In my experience, every email strategy has its challenges. Email fatigue can happen if you send messages too frequently. To stay away from being seen as online junk mail, you should choose the optimal times to send emails. Receiving an unexpected email from someone you don’t know is never pleasant.
Sadly, spam filters are really tricky. So, you should make sure to stay away from anything that could land you in the junk folder. Personalized greetings can help with this, too.
I’ve seen that an email strategy should be part of a bigger plan. You’re probably going to add it to other ABM channels like direct mail or social media. This will give you a smooth experience, and this multichannel strategy really strengthens your message.
You should really think about adding social media to the ABM plan. You can use places like LinkedIn, Twitter, and Facebook to reach more people and target them exactly – and it will really change how you connect with your target accounts. LinkedIn helps you reach choice-makers by job titles and businesses, putting you in a great position to connect with B2B pros.
In your field, you’re going to want to find out which platform best fits your needs. Sometimes, B2B tech businesses usually like LinkedIn and Twitter. LinkedIn feels professional and works well for people who care about industry-specific conversations. But Twitter lets you join discussions in real time and share ideas. A tweet at just the right second can spark connections. It could even get more engagement than you would expect!
Facebook could surprise you with how well it works- especially for low-cost campaigns. Its custom audience tools and CRM features can really help with your ABM work to reach even more people. Occasionally, TikTok could feel unusual, but it attracts younger people with creative content – it can give you a fresh way to connect when you’re looking for a new strategy.
You’ll see that to succeed in social media campaigns, you need to create targeted promotions and ads. Your content and landing pages should align with what your target accounts need, making it feel personal. This way, your audience feels like the content speaks directly to them, which really helps with engagement.
Directly talking to people should be a big part of your plan. You need to build trust and relationships through social media interactions. Always remember that the sales team should keep steady and authentic communications while staying away from generic marketing approaches. Regular, honest interactions can really build trust – they can also help with brand loyalty.
From my experience, personalized campaigns on social media can have great results for B2B clients. As shown in case studies, this success shows how helpful it is to have customized strategies to shoot for real outcomes.
Is Paid Advertising Worth It?
You should think about the power of paid ads in Account-Based Marketing. This strategy can give you a great level of focus. Sometimes, businesses use paid ads to achieve wild success by tapping into the potential of banner, search, or social media ads. Each type has its own strong points and challenges, so you should match them with your goals to turn them into helpful assets.
When you use banner ads, they give you the flexibility to spread your message across websites. Also, you can use advanced targeting to reach the right audience. However, low click-through rates can be a downside, and sometimes, ad fatigue can also come up. So, keeping your audience interested can become important. In my experience, engagement really leads to better conversion and increased brand awareness!
Search ads are popular because they reach users at the right second. People see them when they’re specifically looking for your services and products. I’ve seen how being visible during the awareness and consideration stages makes these ads more helpful. Specific search queries that target your accounts help. When you target the right way, it improves ad accuracy and results.
On the other hand, social media ads – especially on LinkedIn – give you powerful capabilities. You can target by company, job title, or even industry. However, small target audiences can limit effectiveness. When you split by industry or shared challenges, it helps keep the campaigns on track. Smart segmentation makes these campaigns more involved and successful.
When you find what resonates with your chosen accounts, it makes a difference. Creative campaigns grab attention and build connections.
Of course, there are challenges like overspending that are real dangers to ABM. You need clear accuracy to estimate conversion costs and resource allocation. Without this, you could end up without any budget left! Not lining up with your brand messaging is another pitfall. Ads that don’t reflect your brand’s voice could confuse your audience. Steady messaging builds trust and supports brand identity. You should think about whether it’s really worthwhile for you to buy paid ads.
The Power of Webinars and Events
Webinars and events are powerful tools for really connecting with your target accounts when you give real value and build strong connections with the audience. When you customize a webinar to fit the needs and interests of the audience, you create an experience that directly addresses their challenges. This makes the content feel like a personal conversation with each attendee. Personalization sometimes improves engagement and builds trust.
High-touch events like dinners or roundtables give you special chances for personal interaction and connection. When you share a meal with important stakeholders, it can deepen relationships more than any well-written email ever could.
Picking between virtual and in-person events is a really big choice. Usually, virtual events let you reach more people without geographical limits and cut back on costs. They give you great scalability, which is a big benefit if your ABM strategy targets widespread engagement. But in-person gatherings give you a personal touch that’s hard to match, especially for building strong relationships with important executives. Both options have their upsides, and using them together can help you achieve your goals.
As you go after this strategy, look for data and feedback to help you. When you automate these processes, it makes sure to provide helpful follow-up and precise engagement analytics.
In my experience, you have to keep webinars and events as essential parts of your ABM channels.
Find The Right Channel Strategy
As you study Account-Based Marketing, you’ll start to blend personal interactions with smart channel choices. You’ll see how each choice shapes the way businesses connect with important accounts and creates moments that feel personal and legitimately resonate with each account. When you learn about this connection, it makes you more helpful and lets you see what clients need and appreciate.
Always remember that you should choose the channel that really hits home with your target audience – this choice affects how you make real connections and build loyalty. To reach out, you need to know where and how to engage the audience. Actually, the setup of a channel really influences your ABM strategy. When you find the best channel, it helps you capture your audience’s attention. When you check this out, the results can help with your strategy and strengthen client relationships.
It’s a good idea to think about the need for complete plans to help with your strategy. Having partners who are familiar with the area can be a great help.
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After looking at channel choices and combining expertise with plans, it’s time to choose your next move – this will change your ABM strategy for the better and is your opportunity to create strategies that really engage your accounts. The future holds fun opportunities that are ready for you to take your ABM strategy to new heights and set your business up for success!
Claudine is the Chief Relationship Officer at Level 6. She holds a master’s degree in industrial/organizational psychology. Her experience includes working as a certified conflict mediator for the United States Postal Service, a human performance analyst for Accenture, an Academic Dean, and a College Director. She is currently an adjunct Professor of Psychology at Southern New Hampshire University. With over 20 years of experience, she joined Level 6 to guide clients seeking effective ways to change behavior and, ultimately, their bottom line.
