What is ABM (Account Based Marketing) and how to use it

What is ABM (Account Based Marketing) and how to use strategic account marketing

Account -Based Marketing (ABM) , also known as strategic account marketing , is a powerful marketing approach that focuses on personalizing campaigns at the customer account level. Rather than targeting a broad audience, ABM targets specific accounts that have high conversion potential, allowing businesses to maximize the effectiveness of their marketing resources.

Why is ABM Crucial Now?

With the rise of digital marketing, it is becoming increasingly difficult to attract the attention of qualified prospects. ABM responds to this challenge by transforming the approach to prospecting. According to a study conducted by Forrester, 73% of businesses that use ABM see a faster increase in revenue compared to traditional marketing strategies.

Furthermore, a study of SiriusDecisions shows that companies implementing an ABM strategy saw a 171% increase in average contract size. These numbers show how powerful this approach can be.

At the house of Magileads, the integration of ABM has made it possible to double the conversion rate for companies in the SaaS sector.

IBM used an ABM strategy to target key accounts in the healthcare industry, resulting in a 30% increase in conversions.

ABM is not simply about personalizing marketing campaigns, but about aligning marketing and sales to work synergistically, ensuring that all efforts are focused on key, high-potential accounts. Megan Heuer , former vice president of SiriusDecisions , points out that “ABM is transforming the way B2B companies interact with their most strategic accounts. »

Implement an effective ABM (Account Based Marketing) Strategy for your business

Implement an Effective ABM Strategy — Image Source: pexels

Define Clear Objectives for Marketing Campaign Strategies

Importance of Objectives on strategic accounts

You need to understand why setting clear goals is essential for ABM strategy (Account Based Marketing) successful. Goals guide you and help you measure success. Without them, you risk losing sight of your priorities. According to one study, companies with well-defined goals see a 30% increase in efficiency. HubSpot reports that companies with clear, well-aligned goals see a 30% increase in marketing effectiveness.

Before launching a campaign with an ABM strategy, it is essential to define clear objectives that guide your strategy and allow you to measure success.

Steps to Set ABM Goals :

Start with a needs analysis : Determine what you want to accomplish with ABM. Is it to increase the revenues of key accounts? Accelerate the sales cycle? Or strengthen relationships with existing customers?
Use the SMART method : Your objectives must be Specific, Measurable, Achievable, Realistic, and defined over time. For example, a goal might be to “Convert 20% of target accounts in six months.” »
Prioritize your efforts : Identify high-potential account contacts and assess what is most important to the business (e.g. revenue, customer retention, etc.).

Example : If you are targeting tech companies, a SMART goal could be: “Generate three new contracts within six months with tech companies with more than 500 employees, increasing the conversion rate by 10%. »

Definition Methods

To define your marketing goals for your business, start by analyzing your specific needs. Identify what you want to accomplish with ABM. Use methods like the SMART method (Specific, Measurable, Achievable, Realistic, Timely) to structure your goals. This allows you to stay focused and evaluate your progress regularly.

Alignment of Marketing and Sales Teams (SMarketing) for your marketing campaigns

Importance of Alignment

Alignment between your marketing and sales teams, known as SMarketing, is crucial. This account based marketing alignment can ensure that everyone is working towards the same goals. A study shows that aligned businesses see a 38% increase in conversion rates.

Alignment Strategies

To achieve this alignment, organize regular meetings between teams. Share information and common goals. Use collaborative tools like Magileads to facilitate communication. This strengthens cohesion and improves the efficiency of your strategy of account based marketing.

Example : A B2B company could use software like Magileads or Salesforce to track each account's engagement and facilitate communication between marketing and sales teams.

Selection of Target Accounts

Selection Criteria for your ABM strategy

Choosing the right accounts to target is fundamental. You must evaluate the strategic potential of each account. Use criteria such as company size, industry, and growth potential. This allows you to focus your efforts on the most promising accounts.

Identification of Key Contacts for your marketing

Once accounts are selected, identify key contacts within those accounts. These contacts are often the decision-makers or influencers. By personalizing your marketing approaches for these individuals, you increase your chances of success. ABM (Account Based Marketing) allows you to create strong and lasting relationships with these contacts.

Tools to use and implement an ABM strategy:

Tools like Magileads can help you segment your contact lists and identify the companies you're most likely to close a deal with.

Example with an ABM strategy: If your company offers cybersecurity solutions, you might prioritize companies in the financial sector that have recently shown signs of interest in IT security (for example, by downloading white papers or attending webinars).

Your strategy for creating Precise and Relevant Content and ABM (Account Based Marketing)

To succeed in your ABM strategy (Account Based Marketing), you need to create content that captures the attention of your target accounts. This content should be both accurate and relevant, directly addressing the needs and interests of your prospects.

Content Types

Personalization of marketing campaigns is one of the cornerstones of ABM. It's crucial that the content you share with your target accounts is both relevant and engaging. This involves producing content that specifically addresses the challenges your prospects face.

Blog posts : With inbound marketing, write posts that address topics specific to your target audience. For example, if you target tech companies, offer content on cybersecurity trends.
Case Studies : According to Demand Gen Report , 78% of B2B decision-makers consider case studies the most influential type of content. Highlight real-world examples of similar businesses that have succeeded with your solution.
Webinars : Organize interactive sessions that demonstrate your expertise by answering your prospects' questions in real time.

Example : A SaaS company could send a personalized email to a decision maker at a large technology company, explaining how its software can improve the efficiency of internal processes and include a case study from a similar company.

Personalization of Marketing Message Content

So that your ABM campaigns are effective, each message must be personalized for the target accounts. Demandbase reports that companies that adopted personalized ABM strategies see a 20% increase in customer engagement. Some personalization strategies:

Use Company Names : Mention the company name in your communications to show you've done your research.
Address Specific Problems : Identify the unique challenges of each account and provide personalized solutions.
Include Testimonials : Add relevant customer reviews to build trust. For example, a happy customer might say, “Thanks to ABM, we increased our conversion rate by 50%. »

Planning Content Delivery to target accounts for your prospects

Once your content is created, you need to plan its distribution to maximize its impact.

Broadcast Channels

Email Marketing : Send personalized emails to your target accounts. Make sure each message is relevant and provides added value.
Social Media : Use platforms like LinkedIn to share your content. It's a great way to reach decision-makers in B2B.
Targeted Ads : Invest in online ads that specifically target your key accounts. This increases the visibility of your content to the right people.

Example : Send an email a week after a prospect attends a webinar, providing additional resources like case studies or infographics.

Timing and Frequency on strategic accounts

Choose the Right Time : Deliver your content when your prospects are most receptive. For example, studies show that emails sent on Tuesday morning have a higher open rate.
Avoid Overload : Don’t bombard your prospects with too much content. Find a balance to maintain their interest without overwhelming them.

Example : Send an email a week after a prospect attends a webinar, providing additional resources like case studies or infographics.

By integrating these strategies into your ABM (Account Based Marketing) approach, you can create content that not only grabs attention but also engages your target accounts in a meaningful way.

Analysis of Results and Adjustment of the ABM (account based marketing) strategy for your company

Analysis of Results and Adjustment of the Strategy — Image Source: pexels

Importance of Analysis and studying customer accounts with ABM

Analyzing the results is a crucial step in your ABM (Account Based Marketing) strategy. It allows you to understand what is working and what needs adjustment. By analyzing your campaigns, you identify strengths and weaknesses, which helps you optimize your future efforts.

Analysis Tools

For effective analysis, use specialized tools. Platforms like Google Analytics or HubSpot offer valuable insights into the behavior of your targets. These tools help you track interactions and measure engagement of target accounts. They provide essential data to evaluate the impact of your ABM campaigns.

Performance Indicators on strategic accounts

Key performance indicators (KPIs) are essential for measuring the success of your ABM strategy. Important KPIs include conversion rate, return on investment (ROI), and engagement rate. These indicators give you a clear vision of the effectiveness of your actions and guide you in the continuous improvement of your strategy.

Analysis and adjustment steps:

Evaluate your KPIs : Measure indicators such as conversion rate, click-through rate, or return on investment (ROI).
Make adjustments based on data : For example, if an email campaign shows a low open rate, adjust the message or test a new email subject line.

Example : If a LinkedIn ad campaign didn't generate enough leads, consider revisiting ad targeting or adjusting messaging to better resonate with the target audience.

Marketing adjustment and improvement of your prospects' strategic accounts

Adjusting your ABM strategy is essential to staying competitive and relevant. Based on the results of your analysis, you can refine your approaches and maximize the impact of your campaigns.

Adjustment Process

To effectively adjust your strategy, start by identifying the elements that need changes. This might include revising your messaging, changing your delivery channels, or adjusting your goals. Then, implement these changes gradually and monitor the results to assess their effectiveness.

Examples of Improvement

A concrete example of improvement could be the optimization of your marketing emails. If you're seeing a low open rate, consider personalizing your messages more or testing different email subject lines. Another improvement could be the use of more interactive content, such as videos or infographics, to capture the attention of your targets.

Integration of ABM (Account Based Marketing) into your acquisition campaigns on the Magileads tool

Integrating ABM into your acquisition campaigns is made easier by tools like Magileads. This tool allows you to segment your contact lists and integrate your ABM strategy into your campaign scenarios.

Segmenting your contact lists with target accounts

Segmentation is a key step to effectively targeting your accounts. Use Magileads features to divide your contact lists into specific segments based on criteria such as industry, company size, or prospect behavior. This segmentation allows you to personalize your messages and increase your chances of conversion.

Integration of your ABM into the scenario

Account Based Marketing requires integrating your ABM strategy directly into your campaign scenarios on Magileads. This includes personalizing messages for each segment and using content tailored to the specific needs of each account. By integrating ABM into your campaigns, you strengthen the effectiveness of your marketing actions and improve your results.

ABM is essential for the future of your business. It offers a holistic approach that drives business development by creating synergies between lead quality and interaction personalization. By adopting ABM, you join the 92% of marketers who see a positive impact on their business. Don't miss this opportunity to transform your customer relationships and optimize your resources. Adopt ABM now to stay competitive and relevant in an ever-changing market.

Conclusion of ABM (Account Based Marketing)

Account -Based Marketing (ABM) is now essential for B2B companies looking to maximize their marketing efforts. By adopting a personalized and targeted approach, companies can optimize their resources, strengthen their relationships with key customers and significantly improve their return on investment. According to ITSMA , 92% of marketers using ABM see a positive impact on their business. To stay competitive in an ever-changing B2B environment, it's time to integrate ABM into your marketing strategy.

Sources of ABM (Account Based Marketing)

SiriusDecisions: Link to ABM study
Forester: Link to ABM effectiveness study
Demand Gen Report: Link to B2B content study