Read the previous blog post where we discussed the key benefits of ABM: Account-Based Marketing (ABM): All You Want to Know (Part 2/4)
Here are some of the steps involved in deploying an account-based marketing strategy:
- Define your target accounts and audiences
You can use software tools like Marketo or Salesforce to help you identify which prospects are most likely to buy from you. Look for accounts that have historically bought from your company or similar companies and have shown interest in the products or services you offer.
- Develop buyer personas
Once you've identified your target accounts and prospective buyers, create buyer personas for each account based on their specific interests or pain points and use them as a basis for creating content that resonates with them personally. This will help ensure that future campaigns are more effective at reaching their intended audience than general messages.
- Establish a campaign goal and metrics
Before you start targeting specific accounts with ABM tactics, you should define what success looks like for each channel and audience segment. You might want to increase sales leads from a specific industry or generate more pipeline opportunities by meeting with one particular buyer at one particular company - whatever it is, be specific so that you know when it's time to refocus on other targets if these objectives aren't being met quickly enough.
- Identify the right digital channels
Your accounts are not looking for you. You need to go find them. The next step in account-based marketing is identifying the right digital channels for reaching your target audiences. When you know which channels to use, you can then build out a funnel that will deliver people who are ready to buy into your sales process.
- Determine which content to publish for each account
ABM is about creating personalized experiences for specific accounts and contacts within those accounts. This means that every ABM campaign will have content tailored specifically for each of your target audiences. But you aren't going to create one piece of content and call it good; each audience will have its own unique needs and goals that must be met through different types of content published on different types of sites owned by different companies within your organization's ecosystem.
- Measure, analyze, and optimize
Measure - Did you hit your targets? What worked, what didn't? What should you focus on next? This is a great time to bring in customer interviews and surveys to gain more insight into what's working and what isn't.
Analyze - Once you have clear data from your campaign, it's time to analyze it. This can be done through Excel or by using some of the many free tools available out there.
Optimize - Finally, once you know what's working and what isn't, it's time to optimize your ABM strategy so that it continues to deliver results for both your business and your customers.
These are 6 broader steps to creating and running a successful account-based marketing strategy.
If you need help with creating and implementing the strategy, get in touch with one of the top digital marketing companies in Kolkata. Every top SEO company in Canada also specializes in ABM. So, you can reach out to them as well; talk to their experts and create an effective ABM plan.
Continue reading: Account-Based Marketing (ABM): All You Want to Know (Part 4/4)
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