Everybody lives for experiences and so do your customers. Customers these days want to be a lot more than just another email address in your account. An efficient and effective Account-based marketing effort goes beyond personalized emails, content or landing pages. The existence of Account-based marketing is so that marketers are able to deliver a more personalized approach to target a company, or a department or even an individual. ABM unlocks possibility for innovation and risk taking and it gives brands a wonderful opportunity to stand out to target audiences.
Fortunately for you, it can get easier; we are sharing below the best of the best, 3 Account-based marketing examples which will help you get closer to your goal of achieving this target.
Engaging Your Target Accounts with Educational Content
People are big disciples for relevant information and knowledge about a product or a service. Using educational content such as informative guides, blog posts, infographics, whitepapers, webinars, workbooks and blog posts in order to attract target accounts can prove to be a powerful tactic if executed properly.
One of the effective ways to do this is by recognizing a target account in a blog post. It would mean writing about a topic you know they are knowledgeable about and making an affirmative mention by acknowledging their expertise.
Through this tactic you create a possibility of your target interacting with your content which also would give you an opportunity to start a conversation with them. Point to be noted over here is even if your target doesn’t respond they will still see the content and it gets registered at the back of their mind and also makes them subconsciously more receptive to any future marketing material.
Leveraging Social Media to Engage Target Accounts…Tactfully
The ace card of account based marketing is social media. Just by monitoring social posts, loads of information can be gathered. People often tend to post about their pain points and challenges they face which will give a marketer a good opportunity to engage with the target account. Activities like liking, sharing or commenting lets your target accounts know that you are receptive and interested and this will earn you extra brownie points by the time you reach out to start a conversation.
For example, create a list in your Twitter account, add the usernames of your target and the decision maker’s of those accounts and start monitoring. Keep looking for an opportunity and you will get the desired results. This way you will be able to find out what type of content they tend to interact with and respond to. It could be a blog post or a video or maybe an infographic. Once you have enough information you will be able to develop content according to their preference.
Direct messaging is one of the best ways to get yourself noticed early. However don’t send template messages, let your messages be personalized.
Hosting Events Specifically for Your Target Accounts
Organizing events – This particular tactic definitely speeds the process of the sales cycle. You get an opportunity to be face to face with the decision makers of your target accounts.
I. Hosting large networking events around industry conferences: Through this you can surely guarantee a higher attendance rate as your party population is already there. Right amount of promotion and a closely incorporated plan will ensure that you have a good attendance for the event. Just make sure that you have a plan ready for who does your team needs to interact with at the event.
II. Planning a series of smaller events in various cities where our target account buyers reside: This is a plan with a more intimate setting because it doesn’t involve too many people. It’s a budget friendly way to meet as many target accounts as possible in various cities. And of course the ROI this will generate will be much higher when you are able to attend and engage with you.