Account based marketing strategy that works

Your ultimate account-based marketing strategy

In the B2B industry modernizing your strategy to integrate sales and marketing is key to converting customers. You should consider developing a solid account-based marketing strategy. 

Account-based marketing definition

What is account-based marketing?

Account-based marketing (ABM) is a growth strategy where the sales and marketing team work together to customize their B2B sales funnel for high-value prospects. 

If you want to accelerate your sales pipeline, you need to tailor your strategy to meet the individual needs of every lead. By analyzing your ideal customer needs, you can easily showcase how your product or service can solve their problems.

How to build your B2B account-based marketing strategy

1. Define your ideal target persona

First, teams must understand their ideal client profiles. Take the time to research and build target marketing personas so you have a clear audience in mind.

2. Understand the target audience’s needs and pain points

Once you know who you want to target you need to anticipate their problems Then you can tailor your conversion strategy to meet the client’s individual needs. 

3. Define clear goals for each team member

• Part of your team may be responsible for persona or profile development, trying to figure out who you should target.
• You may have another team responsible for data enrichment, coming up with the data you need to figure out which companies to target.
• You might also have a team responsible for advanced reporting, and analyzing trends when it comes to your marketing strategy.
• You may consider having a communication team responsible for optimizing your follow-up strategy, employing chatbots, and getting the most out of your interactions.

4. Invest in the right tools

An ABM strategy has a lot of moving parts. To streamline this process consider investing in sales intelligence tools.

Types of account-based marketing

There are three types of account-based marketing to consider. These include:

Strategic account-based marketing: One-to-one 

This involves developing customized programs for your most high-value targets. Your teams will work together to deliver personalized messages to an individual. 

Account-based marketing light: One-to-few

While this is less personalized than strategic ABM, it allows your team to group and target prospects with similar needs. Content and emails are personalized for the group rather than one individual.

Programmatic account-based marketing: One-to-many

For programmatic ABM your team can leverage tools to group together prospects based on different categories like geolocation, business needs, customer demographics, etc. 

Account-based marketing examples

If you’re building your own ABM strategy it can be helpful to look at a few account-based marketing examples.

1. Interactive digital experience

2. Personalized storytelling

3. Customized educational content

4. Tailor-made email outreach

5. Social media engagement

Find the right B2B account-based marketing tools for your team

If you want to execute a successful ABM strategy having the right account-based marketing tools is vital. 

Account-based marketing is not just about marketing and advertising. Half of the work is sales working those accounts by finding and engaging with the right buyers and champions within those accounts. To make sure that your ABM advertising dollars are not wasted, check out UserGems.

UserGems monitors all your target accounts for any new (hired or promoted) buyers and champions that match your target persona. It also provides their contact information (email, phone, LinkedIn profile, location). With the ability to analyze your interactions with individual clients, it automatically prioritizes prospects that will most likely buy your product or service. The best part, you can automatically add these prospects to your email sequences. 

There is a lot that goes into account-based marketing. UserGems is an excellent tool with unlimited ABM opportunities. When it comes to providing access to numerous possibilities, UserGems is second to none.