Account Based Marketing

Account based marketing is becoming more and more popular for B2B companies looking to target large accounts. This strategy can be beneficial for targeting accounts that have large deals and long sales cycles.

Account based marketing requires creating personalized massaging for the target account and even tailored visual assets that address the specific needs of the account. With this strategy, the sales and marketing teams work closely to identify who to target, create customized messaging and align on strategy.

The length of a sales cycle is shortened as prospects are nurtured at the same time rather than in traditional sales cycles where lower level employees at the company are targeted first, moving towards the main decision maker which can be more time consuming.

One of the pros of account based marketing is that it’s easier to see the results of your ROI. Several marketers say that account based marketing has higher returns than other marketing approaches. In addition, since resources are focused on a smaller list of accounts, the likeliness of closing a sale is higher.

Account Based Marketing In Action

Account based marketing starts by creating segments of accounts then finding ways to personalize the messaging for these segments. This includes determining the best channel to reach them such as through email or events. In-person events are typically successful methods for the sales team as they can receive a personalized invitation, a dinner, gift or merchandise from the seller. In addition, it creates a great reason for the sales team to follow up with a personalized message after the event. This can also be done through webinars by inviting them to sessions which are relevant to the account along with a personalized follow up email.

Email is another popular channel where employees at the targeted account can receive personalized emails that are crafted specifically for them. Paid advertising is also increasing in popularity as social media platforms allow you to target certain personas and companies.

How To Set Up Account Based Marketing

In order to set up account based marketing you should start by identifying high value accounts. From there you research these accounts and determine their pain points and needs. Next, use the information you’ve gathered to create messaging and visual assets that are personalized for the account you’re targeting. Finally, launch your campaign and measure the results to see how your campaign is performing.

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