Account-based marketing strategies are gaining popularity in the marketplace — so much so that it can no longer be considered a new concept. With the plethora of so many new kinds of website analytics, social media channels, content management systems, customer relationship management (CRM), various digital advertising platforms, email platforms (both desktop and mobile), digital events and other digital marketing technologies, account-based marketing programs can be carried out as multi-channel campaigns. However, not all marketing channels work for all ABM programs. How then do you choose the right mix of channels to maximize ABM success?
Here are a few channels, and some of their advantages and disadvantages:
Digital advertising are effective at creating awareness and running storytelling promotional ads through every stage of buying cycle. While running advertising campaigns, marketers need to rotate multiple ads to improve the odds of impressions and clicks. Secondly, ABM digital ads must be relevant to different buying phases and prospects’ behavioral data, their needs and specific issues that can be resolved with your content, offer, or products. Thirdly, marketers need to integrate and spread the digital ads through other channels which key people of an account mostly use to source related or similar kind of product information.
Contrary to the common beliefs, direct mail marketing channels pose a highly effective channel for targeting and yielding high conversion rates from account-based marketing program. For successful direct mail marketing campaigns, you need to do segmentation as per different stages of buying cycle as well as the roles and responsibilities of people from the account the direct mail ABM campaigns are primarily targeted at. After all, you will want your case studies, whitepapers or infographic content to appear usable and relevant. The content must target their pain points and the types of technologies they use. Create multiple unique resources and automate those various stages of purchase process using drip nurturing programs to target your prospects.
All your website, blogs, other web pages must correspond and bear resemblance toyour segmentation process. There are two ways you can achieve web personalization of your ABM program. These include behavior-based and attribute-based programs. Behavior-based web personalization is also known as real-time personalization which is aligned to the changing digital footprint throughout the website of targeted people from the account. This kind of personalization is mainly effective when marketers do not yet know their customers well. Thus, visitors receive different relevant content based on the real-time data generated as they move through the website. On the other hand, attribute-based personalization enables you to create personalized messages based using their ‘relevant messaging’ tools. These automation programs enable customizing the content of landing pages and websites by applying snippets and tokens from the different pages.
Events can have a powerful impact in account-based marketing programs, to extend the reach into your audience. Marketers can zero in on their list account companies through various industry events. For this, strategies for those events must focus on target accounts and key decision makers of those target accounts. Marketers planning to run ABM programs through events and trade shows must customize their messages in ways that can resolve issues and how your products have competitive edge in benefitting target accounts over your competitors. Additionally, you can also offer them other tangible benefits such as, privileged access to your exclusive events, opportunities to participate, to have face time and discussions with speakers, thought leaders and product development team.
Do you find these tips and tricks of spreading and conducting ABM programs through these four channels effective? Share your take on selecting the right channel mix for your account-based marketing campaign below.