Account-based marketing or ABM is a special type of focused marketing that has been designed to boost long-term business growth, boost revenue, and improve customer feedback all at once.
In ABM, both the marketing and sales department combine their prowess to encourage sales for high-value accounts. 87% of B2B businesses in a survey reported that their ABM initiatives outperform any other market investments in terms of ROI.
Here are a few Account-based marketing tactics that all marketers should know in 2021 if they want to boost their business performance:
1. Identifying your target
The first Account-based marketing tactics as a business in 2021, you should have all the information you will need in the palm of your hands. Using social media platforms and modern tools, you can find your key target accounts.
Use all the information you have in your arsenal to shortlist your prime candidates and you will have landed a sale in no time.
2. Cater to your audience
91% of companies using ABM increase their average deal size, up to an average of 50%.
As a business, you must cater to a certain demographic. If you can figure out your key target audience, you can figure out what topics will entice these potential customers more. For example, if your audience primarily loves golf, make heavily researched golf articles.
3. Create original content
No one likes copy-pasted content, especially not readers. While trying to cater to your audience, it would do you good if you were to create unique content. This is backed up by numbers, of course. 58% of marketers say original written content is the most important type of content.
4. Personalize sales enablement content
Sales enablement content is content that your sales reps regularly use. Using the same generic lines every single time is less likely to land you a sale. Instead, personalizing your SEC to cater more to each account might help you land sales more often.
5. Be meta about your blog content
It is no secret that companies do research to figure their target audience out. Many companies try to hide this fact, but that trend has gotten old now. Your readers as well as potential customers will find it rather engaging if you were to mention your target audience explicitly. If you are an SMB, interacting one-on-one with your readers might increase sales growth as well.
6. Create a customer marketing strategy
Creating a customer marketing strategy is no easy feat. However, there are a lot of tutorials that teach you how to create an effective customer marketing strategy. Such strategies can help you discover various demographics about your customers and how to retain customers for the future. Loyal customers are worth the strategies.
7. Be engaging in your offers
Be engaging in your offers. Studies suggest that face-to-face meetings are considerably better in all types of scenarios and can increase your chance of landing a sale dramatically. Try to personalize your sales pitch so that you can land a personal meeting with the customer. The rest is up to your sales rep to land the sale.
8. Check who mentioned you on social media
Twitter, Instagram, Facebook, and LinkedIn are all social media giants that people use to verify a business’ authenticity these days. People often tag businesses on social media. Be sure to regularly check and engage with your tags so you can increase your reach.
9. Make custom Twitter Lists
Twitter lists are a great feature that you can use to organize your Twitter account and gain the right kind of followers. As a marketer that needs to implement AMB, this is everything you would want on the social platform. You can use these lists to effectively target and engage with journalists.
10. Be flexible for your prospects
As a marketer, you should have great social intelligence. By keeping up with trends and always interacting with people, you should be able to keep your wits up for any potential sale. Be flexible and try to cater specific keywords to your prospects. This can help you land sales much easier.
11. Personalized ads still sell
No matter what the people on social media say, personalized ads still sell a lot. In fact, 80% of consumers are more likely to buy from a business that caters to a personalized experience.
Dedicated tools on social media platforms and websites like Google can help you easily create personalized ads.
12. Have a healthy content strategy
You shouldn’t just throw all your original content away in one big post. Instead, try to spray your content around between intervals. Companies use YouTube shorts, TikTok, and Instagram stories because they are bite-sized, and viewers are more likely to keep up.
13. Use Facebook Custom Audience
Just like Twitter’s Twitter Lists, Facebook Custom Audience is used to cater to a specific audience. Facebook can automatically figure out what your audience might be, and through this ad targeting tool, you can make your AMB more effective.
14. Take help from Google’s Customer Match
Google Businesses has slowly turned into a vital platform for businesses to survive. Google offers its own tool: “Customer Match” that uses both online and offline data to find and engage with customers on all its services. Since virtually everyone uses Google, you would gain a lot of new key customers this way.
15. Take advantage of Twitter’s tailored audiences
Twitter’s tailored audiences are a very effective tool for finding the best customers for your AMB. Twitter calls these tailored audiences “Custom Audiences”.
16. LinkedIn Account Targeting
If your business offers a B2B model, you will gain a lot of good potential customers through LinkedIn Account Targeting. People share valuable information about their professional interests and connections on LinkedIn. Using this platform’s account targeting will be effective as one of the account-based marketing tactics.
17. Experiment around with ABM ad platforms
There are a lot of tools and platforms available on the internet dedicated only to ABM. Some of these include 6sense, Metadata.io, Terminus, and Demandbase. Experiment around to find what works the best with your business model.
18. Shift to account-based retargeting
Account-based retargeting is a great asset that allows a business to focus its retargeting ads on decision-makers instead of gatekeepers. This will help remove possible bottlenecks for your business marketing tactics.
19. Market directly to the customer
If you can find out who your potential customer might be, one way to gain a customer is to directly get in contact with them. Instead of using tactics like marketing, sometimes the best way is to directly approach the target.
20. Craft and send out direct mails from executives
Customers are more likely to read and interact with emails that are sent from higher-ups in any company. 89% of consumers are more likely to make another purchase if they have a great customer service experience.
21. Send creative swag bags and gifts
Reward your loyal customers as well as send gifts to people you think are your key target audience. People are more likely to purchase from a company they get free swag from.
We hope that this brief guide on the best account-based marketing tactics has helped you figure out the various tactics you can use. It is now up to you to either choose one or multiple tactics from this guide for your AMB.