For years, marketers have spent millions on co-marketing campaigns, without a true understanding of the campaign ROI. However, account-based marketing is changing B2B marketing — for the better. Organizations that adopt ABM as part of their B2B strategies are realizing greater ROI through more targeted marketing initiatives.
ABM can help companies increase account relevance, engage earlier with more relevant deals, align marketing activity with account strategies, get the best value out of marketing, and inspire customers with compelling content. While this all sounds great in theory, in reality ABM, can be very complex.
Digital marketing technology is making it easier for organizations to implement ABM, enabling marketers to automate and measure their campaigns. ABM that leverages digital marketing provides a clear ROI, enhanced personalization, helps improve sales and marketing alignment, and provides the analytics to track and measure goals.
As your organization considers adopting an ABM strategy, do you have all the necessary elements to drive through channel partner marketing campaigns? To begin, you should first ensure the following essential elements are in place to establish your ABM strategy.
Ensure Your Organization Is Committed to Digital Demand Generation
Expertise in digital marketing is crucial to executing your ABM strategy. If you are committed to delivering on your ABM strategy and don’t have the right marketing infrastructure, consider outsourcing your digital demand generation.
Identify Your Targets
Because ABM is all about targeting specific accounts, you first need to identify who you are targeting. Leveraging technology should enable you to select the best targets based on revenue potential, market influence, and purchase potential.
Ensure You Have a Clear Understanding of Your Buyer’s Journey
Once you’ve identified your targets, make sure you have a clear understanding of the elements your key decision-makers and influencers take in making a purchasing decision.
Personalize Content to Map to the Buyer’s Journey
For each touchpoint along the buyer’s journey — discovery, consideration, and decisions — storytelling takes a digital marketing campaign from being a series of unrelated tactics and customer touchpoints to an integrated experience that engages in a conversation with the audience, from awareness through sale. Be sure your messaging is integrated into your content during each step of the buyer’s journey.
Select the Best Channels to Reach Targets Along the Buyer’s Journey
Map content to the different stages of the buyer’s journey. For example, consider social channels, mobile, or online mediums during the discovery phase; provide case studies or white papers during the consideration phase, or offer free trials — all of which may help influence their final decision.
Measure Your Results
At each point along the journey, ensure you are reaching your targets using the right platform, leveraging technology to test your channels and make course corrections, as necessary.
ABM in B2B Marketing
ABM is just beginning to redefine B2B marketing, which means its use is only going to increase. Ensuring you have the right tools and technology to implement ABM will save you time and money and ensure a higher ROI for your organization.
Related story: ABM Is Just Good Marketing