Account-based marketing begins by selecting accounts that are considered the highest value accounts. These accounts typically have larger numbers of employees and more key decision makers involved.
However, with the advent of newer technologies and marketing tools, ABM will soon move out of the realm of larger enterprise accounts and into smaller sized accounts, providing more personalized services to a broader range of clients.
The concept of account-based marketing developed in the B2B realm, where companies wanted to deliver both sales and marketing solutions. Following these strategies below, you as a marketer will be able to add more than MQL value to the sales team, enabling your marketing team to have an impact in the sales process with insights on sales and deeper engagement with key decision makers.
The following cross-channel ABM strategies will help improve outreach and engagement with account members through a broader range of marketing channels.
Account-based marketing strategies for social channels
1. Get account mentions on social channels
You might be talking about these accounts on your blog, in other articles or case studies, or other gated and ungated content, but one of the best ways to improve reach and engagement from your target accounts is simply to mention them on social channels. You can mention or tag the account or key decision makers on social media channels. This will not only bring you their instant attention, but, also influencers in their social network.
2. Facebook custom audiences
Facebook advertising is another excellent social channel that will enable you to identify the right audience and accounts. You can garner social insights from such personal details as name, date of birth, phone number, email addresses, geographical location data, gender, Apple or Android’s advertising identification etc., to define target accounts and zero in on appropriate advertising activities on Facebook.
3. Tailored audience on Twitter
There are several ways you can take advantage of tailored audiences on Twitter in order to boost reach and engagement from targeted audience. These include:
a. As an advertiser who can insert a list of targeted Twitter profiles to whom you’d like to reach, to market and to sell.
b. Mention the Twitter tag in order to retarget viewers using Twitter ads.
c.Retarget your targeted mobile app users when you are promoting your mobile app through Twitter ads.
4. Make a list of Twitter handles of influencers in your target accounts
You can simply reach out to the key decision makers of targeted accounts through Twitter, by making a list of their Twitter handles. You can follow them, add them to the Twitter list or set notifications to get automatically notified when they tweet. Remember that while you follow them or add them to the list, they will instantly get a notification of your activity – so you can attract their attention to your profile, page, your tweets and your business.
Scan through their threads of their tweets, their followers, people they follow on Twitter, like, Retweet and comment on their Tweets to engage with them to start interacting with them. In that way, you can focus on the Twitter profiles who are interested in your product, service or offers.
5. Targeting company on LinkedIn
Another social media activity to target account companies is to target them on LinkedIn. You can use the LinkedIn ads tool which allows marketers to perform company-level targeting, to define company accounts on LinkedIn to target and to create ads for those targeted companies and key decision makers of those companies.
Account-based marketing strategies through email marketing
6. Make creative and informative email campaigns for ABM contacts
Email marketing campaigns are a great way to communicate on a more personal level with key contacts of target accounts. As a caution, however, you need to remember that sending emails that are unsolicited and too generic can get your emails reported as spam and put your email reputation at stake. On the other hand, you have the ability to get more creative, concise, polite, and more relevant while sending email. Remember that your contacts may start unsubscribing if you are sending too many mails, emails that are too long, or generally if you are not providing them with relevant information – which could, in effect, bring an early end of your ABM campaign.
7. Personalized email programs
Email offers one of the best platforms to initiate personalized communications with target accounts and key decision makers. Make sure you do not send batch and blast emails to your targeted contacts of our account-based marketing campaigns. Instead, create personalized messages that target the right contacts at the right time. One way to ensure better personalization is to add targeted contacts and decision makers to your own list of leads to follow up. The more personalized emails you send and follow up with your prospects, the more reach and engagement you get in B2B account-based marketing campaigns.
Account-based marketing strategies through direct marketing
9. Send gift boxes to key influencers and executives
Not just electronic gift cards, send actual gift boxes to your contacts, leads and prospects. So, along with that personalized email engagement programs in place, create direct marketing campaigns to send them gift boxes as seasonal gifts, special occasions and special dates, right on their desk. Accompany the gift box with a message with a personalized note, current stats or some other information they value. A real gift will delight your prospects and increase their odds of becoming customers.
10. Why just key employees? Send them all
Here you need to take account of the size of the company and number of recipients while you are planning to send gift boxes to all employees of the lead account of the ABM campaign. You can send individual gift boxes for all employees or else, you can send a huge gift box with a lot of items that everyone in the organization could share. Your gifts will instantly impress the leadership team as well as employees of the company and they will want to know more about the great company that sent them the goodies. You can also create social media buzz on the gift giving event by tagging them with a message for them and maybe in return, they can also help spread the social media interactions by responding on those same (or different!) channels. Wouldn’t you like to have that kind of social affirmation?
Do you think these account-based marketing tactics could be useful or effective in your situation? Would you like to implement them in your ABM campaign? Call us at (408) 502 6765 or reach us via our social channels Facebook, Twitter, and LinkedIn to get help and learn more tips and industry updates on account-based marketing.