Account-Based Marketing – Part 2: How to Create ABM Campaigns

January 21, 2022 by Christine

We are living in the age of customer experience. The best brands know that they're only as good as their last interaction. As a result, many businesses today are trying to implement account-based marketing or ABM campaigns to reach the right customers at the right time with personalized messaging and relevant offers.

But what does account-based marketing actually mean? And how should you go about implementing it into your business?

This is Part 2 in our ABM article series. In Part 1, we explored the different types of ABM campaigns. Here, we'll dive deeper into ABM campaigns and give you some tips for getting started on setting up a framework for your campaign.

Planning Your ABM Strategy

ABM campaigns are designed to reach out to key accounts, with the goal to increase engagement among those targets. To do this successfully, you'll need to have a plan in place for how you intend on executing your own ABM strategy. Your plan should include 3 key components:

1. A smooth flow of information
2. Clearly defined roles for the sales and marketing teams
3. Sales and marketing teams work together to assess metrics and goals

A smooth flow of pertinent information is one of the most critical components for success in any ABM campaign. It's also crucial to make sure sales and marketing teams are on the same page regarding data management, customer expectations, and more. You don't want your sales or marketing teams working on different metrics or having different understandings of how things work.

Before implementing a campaign, make sure sales and marketing teams assess metrics and goals together to ensure everyone is clear on what's going on. This will set everyone up for success.

Applying the TEAM Framework

ABM campaigns use the TEAM framework to help increase productivity and flow of information. The TEAM framework includes 4 key components:

Targeting 

Identifying and targeting high-value accounts. This isn't the same as identifying buyer personas. Instead, your team will look at buying signals as well as identify companies that are a good fit for your product or service.

Engaging 

Once you've identified your target accounts, it's time to engage with them. This can be done in a variety of ways, but it's important to personalize the content and messages you send to each account.

Activating 

Your sales team needs to be ready to take action when they reach out to customers. This requires a well-defined process as well as good communication between sales and marketing teams.

Measuring 

Finally, it's vital to track how your ABM campaign is performing. Use analytics to track engagement, leads generated, and more.

The TEAM framework also provides a solid foundation and guides any business to implement an ABM campaign. By taking the time to understand each of these key components, you'll be well on your way to developing a successful ABM strategy.

The Best Tools for ABM Campaigns

When it comes to ABM tools, there are a lot of options to choose from. However, not all tools are created equal, and not every tool will be a good fit for your business. Here are some of the most popular tools for ABM campaigns:

ABM Platforms 

These platforms allow you to target and engage with key accounts. They provide a variety of features, such as account profiling, contact management, and more.

• HubSpot
• Marketo
• Pardot

ABM Advertising Platforms 

These platforms allow you to target specific accounts with advertising through multiple channels. They typically have a self-service interface and will enable you to target by account, industry, or other criteria.

• Terminus
• Rollworks

ABM Data Providers 

These companies provide data to enhance your targeting and engagement efforts. These companies offer a variety of services, such as account profiling, intent data, as well as lead generation. They also typically integrate with other marketing and sales tools.  

• ZoomInfo
• LinkedIn Sales Navigator
• Bombora

Steps for Implementing ABM Campaigns

Step 1: Identifying High-Value Accounts

Identifying and targeting high-value accounts is the first step of any ABM strategy. It's also important to consider buying signals before implementing an ABM campaign.

Step 2: Mapping High-Value Accounts

Once you've identified your target accounts, it's important to map them out. This will help you understand the relationships between each account and how best to reach the key players you need to get in front.

Step 3: Create Personalized, Engaging Content

The next step is to create personalized and engaging content for your target accounts. Additionally, ensure you're using the proper messaging and personalization for each account you're targeting.

Step 4: Extrapolate the Optimal Dissemination Channels

Once you've created your content, it's important to disseminate it through the right channels. Consider the buyer's journey and where they are in the process of determining the best way to reach them.

Step 5: Execute the Plan

Next, it is time to execute the plan. This will involve putting your strategy into action and monitoring the results. Use analytics to track engagement as well as leads generated from your ABM campaign.

Step 6: Continued Iterations of Refinement

As with any marketing campaign, ABM is an ongoing process that should be revisited regularly. Keep track of your progress and make changes as needed to improve your results.

A Few Extra Tips for ABM Success

ABM can be a great way to target high-value accounts and increase sales productivity. By following the steps in the TEAM framework, you can create a successful ABM strategy for your business. However, there are a few extra tips that can help you maximize your success:

• Don't try to do everything at once. Start small and gradually expand your ABM campaigns as you see results.
• Make sure you have the right tools in place. If you don't, you won't track engagement and results.
• Know your buyers. Understand who you are targeting and what they need before developing your strategy.
• ABM is an iterative process. So don't be discouraged if your initial results aren't what you expected. Keep adjusting and improving your strategy, and you'll get more conversions in the long run.

Conclusion

Account-based marketing campaigns can be highly effective in driving revenue for your sales team. The strategies presented here are the key to successful account-based marketing campaigns, but you'll need to test and refine them continuously to maximize results. You can turn your target accounts into more leads and close more business with the right approach. Are you ready to get started with an ABM campaign? Stay tuned for part 3 in this series to discover useful tools to help you along the way.

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Filed Under: Business Tips Tagged With: ABM, Engaging, marketing campaign, strategic planning, targeting