Account-based marketing - basics you want to know!

Account-based marketing is a personalised approach that involves gathering information about previous users and building their profiles.

This allows companies to send special offers and discounts that meet the specific needs of each customer and encourage them to buy again.

Many businesses of various industries use their social media accounts to market and promote products or services to their target audience.

To be successful, creativity is key, and content should be interesting and useful for the target audience.

For example, illustrations, photos, and videos can also be effective tools to attract attention and make a long-lasting impression. In other words, any visual content is helpful! It is also important to monitor analytics and make changes as necessary to optimize the strategy.

Experienced ABM consultants with an effective account-based marketing strategy like Elevated Third can help weed out bad leads and focus on attracting specific accounts with high business value. By providing personalised offers, campaigns, and content, businesses can effectively promote their products or services to the relevant target audience.

When marketing is involved early in the sales funnel, it can significantly shorten the sales process, as potential customers may already be familiar with the brand and its benefits. Account-based marketing helps businesses increase conversions, customer loyalty, and revenue by creating a more personalised and effective experience for specific accounts.

Coordinating departments requires constant communication and cooperation, regular meetings to discuss plans, results, and strategies, and a feedback system to improve the marketing strategy. It's also important to agree on key metrics and indicators of success to ensure a common understanding of what counts as success.

Impression balancing between accounts and individuals ensures a balance between personalised and effective communications and reaching a broader audience to attract more customers and increase sales.

By directing marketing communications to special accounts, companies can focus their efforts on potential buyers and build a pipeline that converts targeted accounts into buyers.

Assessing the investment for each account allows businesses to determine which accounts are the most profitable and focus their efforts on developing them to increase revenue. By using resources effectively, companies can achieve the maximum result from their investment in marketing. 

Aspects ABM covers

Account-based marketing (ABM) is a strategy that involves gathering information about previous users and building their profiles in order to send personalised offers and discounts.

ABM is often used on social media accounts to draw more attention, increase brand awareness and promote products or services. It is essential for businesses to follow a creative approach as well.

By creating engaging and personalised content that resonates with their audience, companies can effectively promote their products or services and build brand loyalty. 

Visual content:

●      Visual content such as illustrations, photos, and videos can be a great tool to attract attention and create an impression.

●      Content should be interesting and useful for the target audience.

●      Monitor analytics and replace low-performing content with more compelling content.

Personalisation:

●      ABM is effective for promoting products or services to a relevant target audience.

●      Personalised offers, campaigns, and content can attract specific accounts that have high business value.

●      A personalised approach is a key element of an effective ABM strategy.

Shortening the sales process:

●      Marketing involved at the beginning of the sales funnel can significantly shorten the entire sales process.

●      By promoting products or services to the appropriate target audience, potential customers may already be familiar with the brand and its products. They may be more interested in buying and ready to interact with the business.

Increase conversions and revenue:

●      ABM helps businesses increase conversions, customer loyalty, and revenue by creating a personalized experience for specific accounts.

●      ABM requires attention and resources, but it is worth the effort.

●      Focus on specific groups of customers to create loyalty and attract more people.

Coordination between departments:

●      Ensure constant communication and cooperation between departments.

●      Agree on a feedback system to improve the marketing strategy and ensure products meet the needs of customers.

●      Agree on key metrics and indicators of success to coordinate efforts and ensure a common goal.

Impression balancing:

●      Marketing communications can be sent not only to individual addresses but also to accounts to ensure a balance between an individual focus and a broad audience.

●      Impression balancing allows marketers to ensure that their communications are personalised enough but also targeted to a wider audience, allowing them to attract more customers and increase sales.

Pipeline:

●      Create a pipeline by directing marketing communications to targeted accounts.

●      Provide a direct, special offer to the customer’s account who has been interested in the product for a long time. Later send an email to a broader audience inviting them to visit your account.

●      Build a pipeline that will convert targeted accounts into buyers and increase sales.

Investment for each account:

●      Determine how much profit each account brings in comparison to the costs of advertising and maintaining it.

●      Determine which accounts are the most profitable for the company and focus efforts on developing them and increasing revenue.

●      Use resources effectively and achieve the maximum result from investment in marketing.

Last but not the least

In conclusion, account-based marketing is a powerful strategy that enables businesses to personalise their marketing efforts towards specific accounts, resulting in increased conversions, customer loyalty, and revenue. This requires a personalised approach and effective communication and coordination between departments.

By understanding the needs and interests of their target audience, businesses can create engaging visual content, monitor analytics, and react to changes to ensure a successful account-based marketing campaign.

Furthermore, by investing in valuable accounts and creating a pipeline of targeted communications, marketers can maximise the return on their investment and achieve greater success and profits in the future.