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How to Use Account-Based Marketing to Drive B2B Sales

Account-based marketing (ABM) is a B2B marketing strategy that has become increasingly popular in recent years, particularly for companies with high-value or complex sales.


According to a survey by Demandbase, 95% of marketers consider ABM to be a key strategy for their organisation, and 84% say that ABM delivers higher ROI than any other marketing approach. So, how can B2B marketing managers use ABM to drive sales? Here are some key steps to follow:


Step 1: Identify the right accounts to target

The first step in an effective ABM strategy is to identify the accounts that are most likely to convert into customers or provide the greatest value to your organisation.


This may involve conducting market research and analysis to understand the specific needs and pain points of your target accounts. You may also want to look at your existing customer base to identify trends and characteristics of your most successful customers. Don;t forget to talk t the sales team too. They know who your high value profile prospects are out there, and what it takes to get their attention and engagement.


According to a report by TOPO, companies that prioritise account selection are 4.2x more likely to see greater than 10% growth in revenue.



Step 2: Develop personalised content and messaging


ABM allows you to personalise the message to individual accounts, which can significantly improve engagement and response rates. According to research by ITSMA, 87% of marketers who measure ROI say that ABM outperforms other marketing investments.


Once you've identified your target accounts, it's time to start developing personalised content and messaging that will resonate with each account. This may involve creating custom landing pages, case studies, white papers, and other content that speaks directly to the specific pain points and needs of each account.


You can generally create a baseline template for this content, and from there, adapt or pivot the components to personalise it to industry or specific account


According to a report by Engagio, 94% of marketers say that personalisation is critical to ABM success. In fact, a study by Seismic found that personalised content resulted in a 20% increase in sales opportunities.


Personalisation not only applies to messaging but also to the content that you share with your prospects. By providing targeted and personalised content, you can show your prospects that you understand their specific challenges and can offer solutions tailored to their needs.



Step 3: Leverage account-specific targeting on social media and other channels


In addition to personalised content, B2B marketing managers should also leverage account-specific targeting on social media platforms and other channels. For example, LinkedIn offers a variety of targeting options that allow you to reach decision-makers at specific companies, making it an ideal platform for ABM.


According to a study by LinkedIn, 70% of B2B marketers have had success using LinkedIn to generate leads, and 57% of companies have acquired a customer through LinkedIn.



Step 4: Measure and analyse results


Finally, it's essential to closely measure and analyse the results of your ABM campaigns. This may involve tracking key metrics such as engagement rates, conversion rates, and revenue generated from targeted accounts. This data can help you refine your strategy and make more informed decisions about where to allocate your marketing resources.


According to a survey by ITSMA, 87% of companies that measure ROI for ABM report that it outperforms other marketing investments. Additionally, a study by the ABM Leadership Alliance found that companies with ABM programs in place generate 208% more revenue for their marketing efforts than those without ABM.



Examples


Here are a few examples of companies that have successfully implemented account-based marketing:

  1. Terminus - Terminus is an ABM platform provider that used its own platform to implement an ABM campaign targeting specific accounts. The campaign resulted in a 700% increase in opportunities and a 40% increase in win rate.

  2. Uberflip - Uberflip, a content marketing platform, implemented an ABM campaign targeting key accounts in the financial services industry. The campaign resulted in a 74% increase in win rate and a 30% increase in deal size.

  3. Demandbase - Demandbase, a B2B marketing platform, used ABM to target specific accounts in the healthcare industry. The campaign resulted in a 71% increase in opportunity value and a 28% increase in conversion rates.


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