Account-based marketing (ABM) is an effective way for B2B marketers to engage with high-value accounts and drive revenue growth. One critical aspect of any ABM program is determining which channels to use to reach your target accounts.
In this blog, we will explore the different channels available to marketers for ABM and discuss how to choose the right mix of channels to achieve your goals.
Understanding Your Target Audience Before choosing the channels for your ABM program, it is essential to understand your target audience. What are their pain points, challenges, and needs? Where do they go for information? Which social media channels do they use? Understanding your target audience will help you determine which channels to use to reach them effectively.
Choose Multiple Channels
Choosing multiple channels for your ABM program is important to ensure you reach your target accounts wherever they are in the buyer's journey. According to a survey by Demandbase, marketers who used three or more channels in their ABM program had a 38% higher account win rate than those who used only one or two channels.
Let's look at some of the channels available for ABM:
Email is an effective channel for ABM because it allows you to communicate directly with decision-makers at target accounts. Personalization is key to successful email campaigns, so make sure you segment your audience and tailor your message to their needs.
According to a study by Ascend2, 72% of B2B marketers consider email marketing the most effective channel for ABM. Additionally, research by Salesforce found that personalized email campaigns can increase open rates by 29% and click-through rates by 41%.
Social Media
Social media is another effective channel for ABM, especially for engaging with decision-makers and influencers at target accounts. LinkedIn is the most popular social media platform for B2B marketers, with 97% of B2B marketers using LinkedIn for their ABM program, according to the same survey by Demandbase.
Social media platforms provide the opportunity to engage with target accounts through sponsored content, targeted ads, and direct messaging. Research by HubSpot found that LinkedIn ads have a 6.1% conversion rate, the highest of any social media platform.
Website Personalisation
Website personalisation is an effective channel for ABM because it allows you to tailor your website content to individual target accounts. By analysing the data, you can determine what pages your target accounts are visiting, which content they are engaging with, and use this information to personalise the website experience.
According to a survey by Evergage, 93% of marketers who used website personalisation saw an increase in conversion rates. Additionally, research by Monetate found that personalised web experiences have a 19% increase in sales compared to non-personalised experiences.
Direct Mail
Direct mail is another effective channel for ABM, especially for high-value accounts. Direct mail provides an opportunity to make a lasting impression on target accounts by sending them personalized, relevant, and high-quality materials.
According to a study by the Data & Marketing Association, direct mail has a response rate of 4.9%, compared to email's response rate of just 1%. Additionally, research by the Content Marketing Institute found that 57% of marketers consider direct mail an effective channel for ABM.
Conclusion In conclusion, choosing the right channels for your ABM program is critical to its success. It is essential to understand your target audience, choose multiple channels, and use personalized and relevant content to engage with them effectively.
Email, social media, website personalisation, and direct mail are all effective channels for ABM, but the right mix of channels will depend on your goals and target audience. By using a combination of these channels, you can increase your chances of success and achieve your ABM goals.
