Account Based Marketing Only Costs $1.50

Apr 24, 2018 | 3  min
author Bonnie Horner
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Ok, so maybe not ONLY $1.50, but stick with me here. Think of B2B shopping like a coke machine: consumers now have so many options, they can make their own choices. In other words, it’s no longer a “push” market where the only options a buyer has are the ones put right in front of them. The “pull” market is where the buyer instead gets to choose which product they are interested in. Account Based Marketing (ABM) narrows the focus for marketers, using a custom nurturing strategy specifically for decision makers to put your service or product at the forefront of their mind.

All the time, we digital marketers talk about how to get the right content in front of the right audience at the right time. A perk of ABM is that it provides a better payoff for all that effort you put into building out ideal buyer profiles and buyer personas.

If you want to get started in ABM, take note of what we think are the three most important parts of setting up and evaluating your strategy.

Syncing sales and marketing

If you’re starting an ABM strategy, the most important part is to make sure your sales and marketing campaigns are aligned. You want to figure out who your ideal persona is by figuring out your target:

  • Industry
  • Role
  • Company Size
  • Goals

In today’s market, the group of people that make decisions is getting larger and larger. To combat this, you want to create company-specific content that has a piece of relevance for each potential buyer in the organization. Using an automated marketing platform like Hubspot allows you to use a hyper-targeted approach to nurturing your high-value accounts with this content. You can use lead scoring to identify those accounts to help further align your sales and marketing teams. This allows your marketing team to create personalized, relevant content that positions yourself as a reliable source. This way when your sales team makes contact, the buyer already knows you can be a solution to their problem.

Getting in front of someone can be done in several different ways too. It always helps to be original! Lisa Skinner at Localytics said her most successful campaign was actually done through direct mail. According to this blog at Drift (https://blog.drift.com/account-based-marketing-campaigns/), they emailed empty iPad boxes to their most likely clients, filled with their value proposition and messaging. If the contact set up a meeting, they would get the free iPad mini. She mentioned the account-to meeting-rate was huge and the conversion to the sales pipeline was even bigger.

Become a resource for your target

Buyers are no longer looking for information about products. This is largely because the amount of options a buyer must research are endless. As marketers, our job is to provide value to the buyer. If we can figure out what the buyer’s pain points are, and find a way to genuinely address those pain points, then that’s where the relationship begins.

Creating custom content is important because it helps your buyer see how your solution addresses their pain points and also align your solution with their process. Whether it’s blogs, webinars or white papers, you want to focus on a specific problem that relates to your target audience. This is how you start building a relationship with your buyer and this content can be one of the stepping stones towards starting a conversation.

Find a way to measure your results

Evaluating your return on investment in ABM is critical. In ABM, you’re able to review all tactics—from email campaigns to webinars to calling strategies to see which areas drove more conversations and eventually led to more revenue. It’s imperative for marketing to be able to show revenues that you can go back and measure, not just results that appear to have an impact on revenue. ABM sales cycles tend to be longer because of the amount of time spent nurturing the lead. If your deal size isn’t increasing, then aiming for stronger mid-market and enterprise accounts, should be your focus.

Another benefit of ABM is being able to build out your strategy without abandoning your inbound philosophy. When we partnered with South College to hone their lead generation efforts, we covered every base for them, including social media, email marketing, blog content and paid search. Throughout all these different channels, we were able to nurture thousands of leads that generated a huge increase in enrollments. From figuring out which social media posts gained the most impressions, to writing content that zeroed in on their specific programs, we were able to increase impressions more than 130%.

You want to measure your effectiveness on each messaging channel to see what’s working and what’s not. You want to also look at your conversion rates for email opens and responses, as well as what tactics lead to real conversations. Track them each week and month to see if what you’re doing is working. Even incremental improvements will help guide you on how to better approach your key targets.

If you’re interested in finding out how you can get set up to begin driving better leads to your sales team through some of these measures, we’d love to help. We’re not offering free iPads, but drop us a line if you’d like to start a conversation. We’ll bring the soda.

Updated: Apr 13, 2022

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