If you want to bring some success to your Account Based Marketing (ABM) campaigns, then check-out these five key areas in which you need to excel.
1. Account Selection
Don’t throw darts at a piece of paper and hope for the best. Pick the accounts which you know intimately and ones that enjoy great insight. So, pick the accounts with which you are totally familiar, and that includes who are the key decision makers, what they do, how they buy goods and services, and how they operate. Blend in your own strategies and objectives, and you have a good platform from which to start.
2. Creative Content
So many teams sweat the processes, the profiles and the desired outcomes, yet fail to ensure that a good content strategy is in place. Content is there to engage, enforce, educate and entertain. Is it not there to turn off a customer with irrelevant material which is cut and pasted from old sales brochures. If you mess up on the contact, you will quickly find yourself with less potential customers than you started with.
3. Tactical Planning
Great planning is all about making sure you have good vision across all your channels and that you understand as to how each channel fits into the overall picture. If you can properly combine the account marketing plan, together with the content and channel delivery, then you will be most of the way there to creating a highly successful ABM campaign.
4. Controlled Delivery
If you don’t think about your best delivery mechanisms, once the nuts and bolts are all in place, then you will struggle to build upon the strong foundations. So, you will need to consider all the weapons at your disposal, including account based advertising, tele-marketing, emails, website, social platforms and search marketing.
5. Effective Measurement
If your key performance indicators are not in place and directed towards the right targets, your efforts will be wasted. And those targets are not how well a channel has performed, or if great engagement has been achieved with a particular strategy. Measurement has to be centred on the level of activity within the chosen account. In other words, has the chosen account bought and if not, why not?
Account Based Marketing (ABM) campaigns usually fail because most people look at the parts of the process in isolation. They fail to see that ABM is all about orchestrating a large number of elements, right from research to telemarketing, in order to bring all the components successfully together and drive results.