A Beginner’s Guide to ABM in B2B Marketing

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With so many transactional email campaigns that need to be sent, it’s easy for marketers to lose sight of the bigger picture. The larger goal is not just to push your products and services but rather to generate qualified leads that could become customers.

To do this, you need a plan that revolves around the customer journey, not just one product or service. A strategy like HubSpot ABM, account based marketing for short, is very useful in such a case because it allows businesses to focus on targeted accounts and deliver tailored messages at the right time.

Here are four ways you can use account based marketing in your B2B marketing strategy:

Increase Your Reach

Increase your email marketing campaign reach by targeting relevant accounts instead of casting a wide net with everyone in the target audience.

By narrowing down your sales targets and focusing on only one or two key goals at a time, you can improve your ROI while also increasing the performance of each email campaign.

Increase Message Relevance

There will always be some prospects in your target accounts that are not interested in what you have to offer. Still, by narrowing down your audience and focusing on one or two key goals at a time, you can improve the relevancy of each email campaign to increase open rates and CTRs. With an increased relevance of your message, you will see an increase in qualified leads and sales.

Increase Response Rates

By focusing on specific accounts, you can tailor the message to better fit what matters most for each industry or company type, so that you can increase CTRs and conversions.

Customizing the email helps to encourage prospect engagement throughout the buyer’s journey.

Increase Lead Quality

As ABM grows in popularity, marketers must remember that companies will not spend time or resources with you unless you bring value to their business.

In other words, make sure every email is relevant to your target accounts and includes a call-to-action that helps them to achieve their goals.

How to Integrate ABM into Your Marketing Funnel?

The ABM market is expected to register a CAGR of approximately 12 percent during the forecast period (2020–2025).

For a successful ABM campaign, you need to create an end-to-end marketing funnel built around your target accounts that align with your current sales process.

It means providing each department with the necessary tools and resources to pull data on specific targets and keep track of how they perform throughout the customer journey.

To track your prospects more effectively, you can use a Data-as-a-Service provider, so you have access to more accurate data about your leads and accounts.

It is crucial when using multi-touch attribution with ABM, for example, advertising with AdWords will help you to increase awareness and branding within each account, while a personalized email campaign will help you to generate a lead.

Once your business has collected enough data for each account, be sure to set up an advanced analytics solution so that you can measure the success of each campaign moving forward. In addition, consider implementing marketing automation tools such as HubSpot to keep track of touchpoints throughout the buying journey.

Lastly, ensure that your team knows how to use ABM tools and technologies because they are crucial for developing personalization strategies. For example, having access to an email service provider with a robust list of features will help you develop multi-channel campaigns that resonate well with each account.

What are the Benefits of ABM?

As mentioned earlier, marketers can use tools like HubSpot ABM to easily measure the success of each campaign so they can determine which strategies are most effective for each account type. It allows you to budget better and improve your efforts over time by focusing on the target accounts.

In addition, ABM can help marketers pull better data about their prospects and accounts, which will allow them to make more informed decisions throughout the buying journey of a customer. It means you can refine your campaigns based on performance data instead of simply guessing what each account needs.

ABM campaigns will also help marketers become more knowledgeable about their prospects and improve their sales activities when done correctly. It gives salespeople the ability to focus on each account’s unique needs, while marketing helps them generate awareness about your brand name and enhance branding.

ABM can also help marketers cut costs while improving overall performance, especially when they are only advertising to high-level contacts within target accounts.

ABM campaigns allow you to capture qualified leads more efficiently while also connecting with the right decision-makers faster than ever before.

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