When it comes to optimizing your account-based marketing (ABM), it’s all about collaboration, personalization, and evaluation. Gone are the days when organizations focused their marketing efforts on “single-lead generation” strategies and tactics. Today, more and more businesses are employing ABM strategies to target a select group of accounts poised for expansion or growth opportunities with personalized campaigns that speak directly to the needs of that account. For this approach, sales and marketing teams must align on which accounts to target, the messages used, and the metrics to track.
Collaboration
The foundation of successful ABM strategies is targeting existing accounts or companies as a whole and treating each individually. To make this happen, sales and marketing teams must work together to identify these accounts, understand why they were selected, and determine what motivates them to do business. This level of cooperation and collaboration is essential throughout the entire campaign. It involves a mindset change between sales and marketing to understand that each is working toward a common goal together.
Personalization
Just as important as identifying the proper accounts is crafting a message that speaks directly to them and utilizing the most effective delivery modes to reach them. Remember, ABM focuses on individual accounts and speaking directly to their specific pain points. Again, this is where both sales and marketing can and need to work together. Sales teams know their accounts and can provide insight into who they are and what they like and need, which in turn helps the marketing team develop and implement the messages, strategies, and tactics that are most effective.
Evaluation
The foundation of successful ABM strategies is targeting existing accounts or companies as a whole and treating each individually. To make this happen, sales and marketing teams must work together to identify these accounts, understand why they were selected, and determine what motivates them to do business. This level of cooperation and collaboration is essential throughout the entire campaign. It involves a mindset change between sales and marketing to understand that each is working toward a common goal together.
While it may not be intuitive for businesses to align their sales and marketing teams to promote and sell products, the bombardment of marketing messages and the explosion of digital delivery platforms are changing that. To reach their customers in a meaningful way, companies need to become more focused and personalized in their marketing efforts and have the personnel and tools to track and analyze the data correctly.
When implemented and analyzed correctly, account-based marketing can help companies focus and personalize their approach and maximize their ROI. However, evaluating data and determining a campaign’s ROI can be overwhelming and outside the scope of expertise for many companies. That’s where we come in. Directed Analytics implements solutions that enable organizations to reach strategic goals faster and more efficiently than traditional approaches.
Our proprietary framework and software, 4SightGPS, collects, analyzes, and reports real-time data in an easy-to-follow roadmap, taking the guesswork out of campaign performance. This valuable information allows companies to assess and adjust their ABM strategies and maximize ROI.
Contact us if you are ready to take the guesswork out of ABM and maximize your ROI. We can help!