7 Winning Strategies for Account-Based Marketing
If you run a business, how do you approach your potential clients?
You probably would try your luck with all types of people, right?
In other words, it’s trial and error.
It’s okay if your method is working for you, but what if we told you there’s a better way to do this. A shortened process to go for top accounts that are bound to be interested in your business.
Sounds interesting, doesn’t it?
People will be able to find you themselves, rather than the other way around. This technique often proves effective, as people will choose to access specific content rather than being shown something.
Most of you would’ve guessed which technique this is. It’s the inbound marketing technique.
Now the question is, “Will we talk about the Inbound marketing technique?”
Not at this moment, but don’t lose hope. We may discuss inbound marketing in our future blog.
In this blog, we’ll be discussing a technique that’s far more efficient.
We will be talking about account-based marketing.
The information above would be enough to give you an idea of what account-based marketing is. This approach saves a lot of your time and efforts.
Rather than going after every account, only go for the high value ones.
You must be rightfully wondering, where does the inbound marketing approach come in?
In account-based marketing, the role of inbound marketing remains up until spotting the right account. Those who have shown interest in the content you offer.
Once you got the target account, you enter the phase where you convert that account.
But how can you be so confident that your target account will convert?
That’s the main edge account-based marketing has over other processes. Due to your extensive efforts and targeting selective accounts, there’s a high likelihood these account(s) will convert.
Now comes the most important question. Is it easy to do?
Well, like someone once said, “If it was easy, everyone would do it.”
Like all techniques, there are specific tactics to adopt for successful account-based marketing.
Would you like to be enlightened by those strategies?
If so, you are in luck.
We’ve taken the liberty of compiling 7 powerful account-based marketing strategies for your business.
Without further ado, let’s jump right into it.
ALL FIVE FINGERS ARE NOT EQUAL.
We’re all born differently, with varying like and dislikes. Generic content used for all of your potential accounts is not likely to reap fruitful results.
It will be more effective to have customized content for your diverse audience.
This method allows you to attract and convert more accounts.
Some examples can be:
- While approaching an analytical person, using stats and numbers can prove to be productive.
- Upon presenting a proposal to a person seeking SEO service, add information like competitor analysis, keywords, and similar data
- When sending out emails, address people with their name, rather than sounding robotic.
In short, put yourself in the shoes of your prospective audience and ask yourself, “how will you feel if someone showed you this content?”
Simultaneous Marketing and Sales Efforts:
Sales and marketing are two vital parts of every business. What account-based marketing does is bring them together.
There shouldn’t be any communication gap between these two departments when approaching an account.
Both the marketing and sales teams should be aware of the account they’re targeting. This tactic ensures that either of these departments wastes no time in going after unfit leads.
The slightest conflict or lack of communication may end the purpose of account-based marketing.
SHOW YOUR BEST.
Every business has its strengths and weaknesses.
When you’re promoting yourself on social media or other platforms, show your achievements and successful experiences.
For this purpose, paid advertisement is commonly a successful technique.
What can we expect to achieve from these paid advertisements?
For starters, you’re giving reasons why your account should do business with you.
You build trust within your account by showing them your credibility.
These factors improve the chances of conversion by a long way.
Now the question would be, “How can I find the top account to target?”
Predominantly, the paid marketing on social media is highly effective for businesses.
To make sure only the top accounts see your PR advertised content, you need experts to filter the right accounts.
Are you on the lookout for such social media paid advertisement experts?
If so, you don’t need to look any further. Get in touch with us. At Marketairre, we have social media experts to run effective campaigns and find the right account for your business.
Put your best foot forward on social media and grow your business with account-based marketing.
Customized Web Experience:
HORSES FOR COURSES.
Yes, when the account accesses your website, they want to get solutions. But the question is, “Is that all they’re looking for?”
Along with wanting to avail of your service, they also have expectations of getting a good user experience. A person’s website is often the first impression of the business.
You should keep in mind that your account has many other websites to choose from.
Even if you’re offering excellent services but without delivering a good enough experience, the account is most likely not to convert.
Because not all your audience has the same definition of a “good website experience.”
Among the many ways, let us tell you one of the effective options you can go for.
Custom landing pages for specific accounts. This means having personalized content, elements placements, color scheming, and so on.
After such an experience on the landing page, your high-profiled account will likely view your website and convert.
Correct Usage of Social Media:
SHOW YOUR VALUE TO PEOPLE.
You will find over 50% of the total world’s population on a social media platform.
But just having social media profiles is not enough. You should make your presence felt.
Some of the ways to tell people that you exist and target the top accounts would be:
- Publish consistent content.
- Stay up to date with the trends.
- Give value to your audience.
- Keep an eye on the competitor’s social media content.
- Be responsive to your audience (in the comments and messages).
Your social media strategy should revolve around the research you’ve done on your top accounts.
If you’re just uploading content without any plan, that’s not account-based marketing. You’re just targeting everyone and not the top accounts.
So, understand your target audience and start to convert those high-profiled accounts.
GIVE THEM IMPORTANCE.
Who doesn’t like to be praised and shown respect?
When you’re communicating with your target account, you can use the phone and video calls. But ask yourself this, “how does that make you different from many businesses out there?”
Instead, as a good gesture, arrange physical interactions. You can track your accounts in public events or gathering.
Approach them and start an interactive conversation before pitching your business proposition.
Another way to show your gesture of good faith for your client, you can have physical meetings rather than on calls.
These physical approaches can ensure 2 things:
- Make the accounts feel special and respected.
- Give them the feeling that you truly want your account’s business to grow.
Evaluate Your Results:
Has it been 4-6 months that you’ve been doing account-based marketing?
If so, good. Now is the time to look back and assess your progress.
But what is the main parimeter I am looking for?
With account-based marketing, you’re sure to have a high conversion rate, but at what cost?
The best way to judge your progress is to look at your return on investment. How much you’ve gained after putting in all those resources on a specific number of accounts.
Your ROI will give you a clear picture of:
- Do you need to change anything?
- Are extra resources required?
- Are we targeting the right accounts?
- What accounts can we target in the future?
It would be very little use, assessing your progress after just a couple of weeks or even a month. Account-based marketing is not a sprint. It’s a marathon.
So, be patient with it and measure your results only when you have a big enough sample size.
The Final Word:
The world is becoming faster, and people are becoming busier. As a business owner, each non-productive moment will be an opportunity for your competitor to get ahead of you.
To avoid this scenario, account-based marketing can be an extremely viable process for you. It’s up to you, which tactics you follow.
Now that you know the 7 winning strategies for account-based marketing, are you ready to use them and grow your business?