{"id":14981,"date":"2022-02-19T02:42:06","date_gmt":"2022-02-19T02:42:06","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/19\/the-four-most-effective-channels-for-account-based-marketing\/"},"modified":"2022-02-19T02:42:06","modified_gmt":"2022-02-19T02:42:06","slug":"the-four-most-effective-channels-for-account-based-marketing","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/19\/the-four-most-effective-channels-for-account-based-marketing\/","title":{"rendered":"The Four Most Effective Channels For Account Based Marketing"},"content":{"rendered":"

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It\u2019s no shock that account-based marketing (ABM) has become as widespread as it has. The fact that it\u2019s based around crafting marketing messages, content and pitches targeted to individual accounts (rather than firing out generic content to anyone and everyone), means you\u2019re more likely to make sales and enjoy ROI. After all, ABM is all about aligning marketing with sales objectives. You might think there\u2019s a risk attached to creating beautifully honed campaigns for every target account \u2013 especially if they don\u2019t buy \u2013 but it\u2019s less risky than wasting hours picking up the phone and pitching to hundreds of unqualified leads. In this article, I\u2019m going to build on what we\u2019ve already covered in previous posts about ABM (you can read those here<\/a> and here<\/a>), and discuss the best channels to include in an account-based marketing sales strategy.<\/span><\/p>\n

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Data tells you which leads to target and how to form a sales strategy around them<\/strong><\/h3>\n

Before launching into leveraging the ultimate ABM channels, your ABM sales approach needs to fulfil a few criteria. You\u2019ve first got to elucidate which accounts you\u2019re going to target with a perfectly formed sales strategy<\/a>. For this, you need to make use of data sourcing<\/a> to generate the information that\u2019ll indicate what a lead\u2019s needs are and how likely they are to convert. This data needs to be segmented so that you can break up lead lists (based on criteria such as industry type, revenue, number of employees, annual expenditure) and adjust your sales approach to each segment accordingly. For example, you won\u2019t be sending CTOs in chemical manufacturing the same content as you would CFOs in finance.<\/p>\n

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Consistency and content are integral parts of an ABM campaign<\/strong><\/h3>\n

When it comes to making contact with your lead, the messaging and approach employed by your sales team needs to be consistent across each account, and rather than diving in with a stereotypical sales pitch, your ABM sales strategy should be based more on educating and adding value to your prospects through content marketing (blogs, eBooks, product guides, white papers). Remember, ABM is more of a marathon than a 100-metre sprint, so be patient when waiting to close those deals.<\/p>\n

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Segmented email marketing allows you to reach out directly to prospects in a personalised way<\/strong><\/h3>\n

I\u2019ve already stressed the importance of segmentation and the need for data when creating an ABM strategy. Segmented email marketing is a powerful tool in the ABM channel mix, as it\u2019s a highly personalised form of communication that lets you reach out to a prospect directly. These emails need to be completely bespoke and written as if you\u2019re writing to a colleague you know well. Of course, you probably won\u2019t know your prospects this well, and that\u2019s why you need data to inform the content of these emails.<\/p>\n

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B2B telemarketing is one of the most personalised ways to contact a lead and helps you gather further data about them<\/strong><\/h3>\n

B2B telemarketing<\/a> is perfect in an ABM context, as it\u2019s as personalised a form of communication as they come. It can be applied before you implement an ABM strategy, when profiling prospects and gathering information about how an account is structured, throughout the lead generation<\/a> process, and right up until conversion. Telemarketing allows you to connect with a lead, get to know their needs and pain points and collect further data about them.<\/p>\n

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Paid media allows you to promote ads to a very targeted audience <\/strong><\/h3>\n

Making use of social networks is a no-brainer when it comes to ABM. If you mention a prospect\u2019s name or company in content specially crafted for that account, tagging them in the associated social copy is essential \u2013 to alert them and their extended network. You can leverage social media further with paid ads on Facebook, Twitter and LinkedIn. Facebook lets you target specific audiences (based on email address, phone numbers, age, location, gender); Twitter can promote your ads to designated handles; you can target employees in certain companies on LinkedIn. In a paid search context, Google AdWords can promote your ads to a list of email addresses, as long as these prospects are logged into their Google accounts.<\/p>\n

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Content marketing lends itself perfectly to account-based marketing<\/strong><\/h3>\n

Content marketing<\/a> and inbound marketing is about creating informative and valuable content that speaks directly to your leads. No wonder it lends itself perfectly to account-based marketing. In the past, content creation was solely the marketers\u2019 domain. In ABM, sales have (and should have) a lot more input into what goes into this content so that every touchpoint a lead has with your business is as relevant to them as possible. Inbound marketing<\/a> ingredients like landing pages, calls to action and content offers can all be personalised to certain visitors to your website based on cookies and an IP address.<\/p>\n

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Account-based marketing is the ideal paradigm for B2B companies looking to generate more leads and raise conversion rates. To find out more about how ABM can improve your team\u2019s sales performance, download the guide:<\/span><\/p>\n<\/div>\n