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What is account-based marketing (ABM)?

August 6, 2021 | Teemu Raitaluoto

Account-based marketing, also known as ABM, is a trending topic in marketing. It has been studied to produce much better results than other marketing initiatives. A study from Altera concluded that ABM had higher ROI than other marketing activities for 97% of the participating businesses.

ABM consists of determining a list of your most desired customers and then creating personalized marketing content for each of the accounts. This way marketers can have highly targeted value propositions and anticipated objection handling embedded in their marketing content. 

How to determine the companies for your ABM campaign?

The list of the most desired customers can be based around your Ideal Customer Profile (ICP), which includes some set of segmentation criteria that best predicts successful sales or obtaining other strategic objectives.

At Markettailor, we could build our ABM campaign based on criteria such as industry (Software and Information services), revenue range ($10-100M), and whether the customer has a Customer Relationship Management (CRM) platform such as Hubspot in use.

After segmeting customers based on ICP and getting their company names from any company data platform, for example, Vainu, ZoomInfo, Cognism, or Leadiro, you research each customer and how you might best serve their needs.

How to create personalized content for target accounts?

You can create personalized content from knowledge such as:

  • What technologies are they already using
  • What integations are they themselves providing
  • What is the size of the company
  • What is their industry

On your website, you can create personalized content based on this insight and show use cases and references that relate to a peer-company of same size and industry. You can also point the customer straight to relevant integrations you provide so that the customer doesn't have to go through sales, customer support, or your whole site to find that out.

For effective ABM campaigns, you need to engage the acounts in a personalized way across different channels such as email, website, and chat. To save time creating personalized pages for each target account, use a visual editor that allows marketers to create personalizations without developers.

For chat and email, you can use platforms such as Drift, Intercom, or Hubpot. They are able to show conversational marketing to the right visitor and send targeted email to the right customer.

How to measure the success of your ABM campaign?

It's important to measure the effectiveness of any marketing campaign to understand whether you should keep doing it or not. For ABM, you can track individual conversion events on your site in the short term or you can go a step further and measure how many of the target accounts end up in your CRM in the long term.

If you know how many work hours it took you to create your ABM campaign and the average account contract value (ACV), you can easily calculate the ROI of your marketing efforts.

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