How To Do Account Based Marketing
Here are steps of How To Do Account Based Marketing.
ABM or account based marketing allows both sales and marketing teams to align together. ABM focusses on individual high power accounts and then targets them using customised marketing campaigns.
Lets take a look at these steps
Identify The Target Audience
Step 1 in How To Do Account Based Marketing is Identify The Target Audience
Gather data from both the marketing departments and sales depts. to figure out the right target audience for the ABM campaign
Research Target Accounts
Step 2 in How To Do Account Based Marketing is Research Target Accounts
Once you have identified who the target audience is, it is time to focus on researching about those accounts. Determine the Ideal Business Customer profiles by aggregating info from various sources such as their websites, blogs, social channels like Linkedin etc. Also determine who the key stakeholders are.
Create Specialised Marketing Content
Step 3 in How To Do Account Based Marketing is Create Specialised Marketing Content
Now that you’ve got the names of the key players within each account, you’ll want to create new content for them. That content should speak not only to the pain points of those specific employees, but more to those specific businesses
Determine the Outreach and Distribution Channels
Step 4 in How To Do Account Based Marketing is Determine the Outreach and Distribution Channels
Selecting the right channels is critical if you have to do ABM right. Find the channels such as email, social platforms to market your content across.
Execute, Re Optimize and Measure
Step 5 in How To Do Account Based Marketing is Execute, Re Optimize and Measure
Then run the campaign and constantly optimise it for best ROI. As soon as you start getting sufficient data, focus on measuring the impact and ROI and optimise the campaign if required.