Identify and prioritize target accounts:

ABM solutions typically use data analysis and insights to identify the accounts that are most likely to generate revenue and prioritize them accordingly. These accounts are then targeted with personalized marketing messages and campaigns.

Create targeted content:

ABM solutions develop targeted content that is tailored to the specific needs and interests of the decision-makers within the targeted accounts. This content may take the form of case studies, white papers, thought leadership articles, or other types of content that demonstrate the company's expertise and value to the targeted accounts.

Use multiple channels:

ABM makes use of a variety of channels to engage with targeted accounts, including email, social media, direct mail, and personalized landing pages. This multi-channel approach helps to ensure that decision-makers within the targeted accounts receive relevant messages through their preferred channels.

Personalize messaging:

ABM solutions personalize messaging to decision-makers within the targeted accounts by using data and insights to create tailored messages that resonate with their specific pain points and interests.

One-to-one Account-Based Marketing (also called "Strategic ABM"):

This is the most personalized form of ABM, where a marketer creates a customized marketing plan for an individual account. This type of ABM involves deep research and analysis of the target account's needs, challenges, and pain points, and then tailoring a marketing campaign specifically to address those issues.

One-to-few Account-Based Marketing (also called "ABM Lite"):

This type of ABM targets a small group of accounts, typically between 5-10. This approach is less personalized than one-to-one ABM, but still requires some level of customization in the messaging and content for the target accounts.

One-to-many Account-Based Marketing (also called "Programmatic ABM"):

This type of ABM is the least personalized, as it targets a larger group of accounts, often using programmatic advertising technology. This approach is ideal for companies with a high volume of target accounts and a need for efficient, scalable marketing campaigns

Increased ROI:

Account-based marketing companies help businesses to target high-value accounts, which leads to increased ROI. By focusing on the most valuable accounts, companies can optimize their marketing efforts and drive more revenue.

Engage with stakeholders:

ABM companies have experience in engaging with stakeholders and decision-makers in target accounts. They use personalized messaging and targeted campaigns to grab the attention of these stakeholders and build strong relationships with them.

Streamline decision makers:

In account based marketing campaigns, the focus is on the decision-makers within a company. By identifying and targeting these decision-makers, account-based marketing companies can streamline the decision-making process and shorten the sales cycle.

Optimizes the customer experience:

With account-based marketing, the messaging and content are tailored to the specific needs and pain points of the target accounts. This personalized approach ensures that the customer experience is optimized, leading to higher levels of customer satisfaction and loyalty.

Personalized messages:

Account-based marketing companies create personalized messages for each target account, which helps to build a stronger relationship with the stakeholders. By providing content that is tailored to the specific needs and interests of each account, account-based marketing companies can increase engagement and drive more conversions

Define your goals:

It is essential to determine your objectives before you start your ABM campaign. Your goals could include increasing revenue, acquiring new customers, expanding business with existing customers, or improving customer retention.

Clear result oriented tactic:

Define the tactics and strategies you will use to achieve your goals. For example, you might target specific accounts, create personalized content, or use highly targeted advertising to reach your target audience.

Define Your Outreach Channels:

Determine the best outreach channels to reach your target accounts. These channels could include email, social media, direct mail, or a combination of channels.

Determine Your Communication:

Personalize your communication for each account. Your messaging should be tailored to the specific needs and pain points of each account to increase the chances of success.

Measure success of Account Based Marketing:

Establish key performance indicators (KPIs) to measure the success of your ABM campaign. These metrics could include engagement rates, conversion rates, and revenue generated.

Review ABM campaign metrics and optimise:

Regularly review your campaign metrics and optimize your tactics and strategies based on your results. This approach will help you achieve better results over time and fine-tune your ABM approach to fit your target audience better

ABM KPIs:

ABM KPIs, or Key Performance Indicators, are metrics used to measure the success of account based marketing solutions. They are extremely useful in determining to what extent your ABM campaign was successful. Here are some common ABM KPIs:

• Marketing qualified leads/marketing qualified accounts
• Cost per lead
• Time on page (for engagement of digital assets)
• Email open rate/reply rate
• Number of additional contacts per account
• Engagement (rate) by account
• Pipeline velocity
• Marketing influence rate
• In-funnel conversion rate
• Number of sales meetings/appointments per account
• Number of proposals sent
• Close rate /churn rate
• Average selling price/average selling