How to start Account Based Marketing?

We don’t know what you're doing in B2B marketing butWe DO KNOW what you should.

After drawing insights from in-depth conversations with 200+ customers & seasoned B2B marketers, we have collected the essential steps to kickstart your ABM journey.

Account-Based Marketing (ABM) can be hard to get started with, but if you take the right steps (just like we’ve covered in this blog), you would set yourself up for success.

Let’s guide you through the best practices you should follow to revolutionize your ABM approach and drive spiking results.

5 Essential Steps To Run a Successful ABM Campaign

  1. Define your target accounts
  2. Map your customer journey
  3. Develop personalization strategies
  4. Create tailored content
  5. Measure your campaign success

To make it easy to execute, we’ve made a very simple 3 point formula for you.As simple as it looks, it has proved to be very effective.

We call it The Sniper Approach:

Here are the 3 steps

1. Load

The first step is to clearly define your ABM objectivesThen follow these steps and

Identify your target accounts:

  • Start by aligning your sales and marketing teams to ensure everyone is on board and working towards a common goal.
  • Collaboratively determine your ideal customer profile(ICP) and identify high-value target accounts that align with your business objectives.
  • Create personalized, impactful campaigns by focusing your efforts on a select group of accounts.

2. Aim

Once you have identified your target accounts, it's time to fuel your ABM program

2. Gather the necessary data and insights:

  • Leverage your existing customer data, CRM systems, and third-party data sources to gain a deep understanding of your target accounts' pain points, challenges, and buying behaviors.
  • This allows you to tailor your messaging and content specifically to each account, increasing your chances of engagement and conversion.
  • Additionally, invest in technology platforms that support your ABM efforts, such as account-based advertising tools, marketing automation platforms, and analytics solutions. These tools enable you to execute and track your ABM campaigns effectively.

Okay wait, have you heard our podcast where Jim Gilkey talks about this exhaustively? Listen to it now or save it for later.


3. Shoot

So you’re ready to fire with a strategy

3. Launch your ABM plan with a strategic and coordinated approach:

  • Develop personalized content and assets that resonate with your target accounts, ensuring relevance and value.
  • Tailor your messaging and outreach based on the specific pain points and challenges of each account, showing them that you understand their unique needs.
  • Consider leveraging multiple channels, such as email, social media, personalized landing pages, and direct mail, to engage your target accounts at different touch points along with their buyer's journey.

Continuously measure and analyze the performance of your ABM campaigns, using key metrics like engagement rates, pipeline influence, and revenue generated to assess the effectiveness of your efforts.

Regularly refine your approach based on these insights to continuously improve and optimize your ABM program.

Remember, getting started with ABM is an iterative process, but don't be afraid to experiment and learn from your experiences.

If you’re reading this, you’re serious. And if you’re serious, make sure you do not miss these 7 ABM Tactics:

7 ABM Tactics you need to know

But nonetheless,

Timing is everything.

Before you start personalized marketing using Account-Based Marketing (ABM), it's important to assess if your business is ready.

Align your goals, understand if ABM is suitable for your business, and analyze your target market carefully.

By doing this, you'll be able to spot the signs that indicate the right time to start using ABM.

Remember, ABM is a long-term strategy, so being prepared will increase your chances of success and make your ABM efforts more effective.

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