Generating high-quality leads is a given for any business that wants conversion. You and your team have poured valuable resources into finding the best leads possible. But the strategy that has been tried and tested will not work. Bulk emails, blogs, and content don’t convert into the leads you wish to develop.
Your product, perfect as it is, isn’t understood by the audience. The problem may be that you are trying to cater to an audience that may not be aligned with what your product is. To tackle this problem, venture into the world of ABM or Account Based Marketing. Let’s look at what that is and effective ABM tactics you can implement, with the help of tools, in your business.
Targeting accounts through Account Based Marketing (ABM) tactics
What is ABM?
ABM or Account Based Marketing is the strategic approach of targeting high-value customers/businesses whose needs align with your mission or product. In an ABM approach, you will create a tailored content strategy for specific accounts.
This strategy helps you create a personalized buying experience, in turn, helping you generate leads that are precise and ripe for conversion. ABM requires consistent and high-quality content, creative and outside-the-box thinking. When executed right, ABM becomes a game changer for your business.
ABM: A strategic approach
Generating high-quality leads requires understanding your customers and building a robust and trustworthy relationship with them. But gaining trust isn’t easy, you need to show that you can solve their pain points and have the knowledge required to tackle them consistently. Whether through your product, data, content, or your expertise.
Once you have gained this trust, your customers will stay loyal to you and come back again and again. To retain long-term customers is where the strategic approach comes in. The execution of your idea needs to be precise to connect with your desired leads. Because a focused approach also means that the pool of accounts will be smaller than a generic one, building an unshakable strategy and creating a tailored experience is crucial in staying a few steps ahead of your competition.
Tactics to stay ahead in the ABM game
As you dive deep into your ABM strategy, a critical step is to understand your target accounts. From your content to your products, they are customers and businesses who would best respond to what you offer. And these positive responses are the base of your ABM game.
Once you have identified your accounts, start curating and creating valuable content for them.
This strategy is easier said than done, so let’s look at effective ABM tactics to help you break the game! We will go through them step by step to better understand how you should start and end the process: by gaining and converting high-quality leads into long-term customers.
1. Choosing your CRM
An ideal beginning would be to invest in a good CRM (Customer Relationship Management) tool like Salesforce, HubSpot, Zoho, and more. Identify which software would better address your needs and help you reach and identify your desired audience.
2. Research your target accounts.
Once you have identified your target accounts, engage in thorough research. What does this mean?
- It means identifying the stakeholders and decision-makers of your account.
- Diving deep, and we mean deep into the type of content these decision-makers read, watch, or listen to. Because researching their consumption patterns will help you cater your content to their needs and wants.
- Analyze the account’s social media to understand its company culture and how it operates.
- Identify their current technology stack, and understand why they use it and how you can improve upon their current stack.
3. Content Creation
By now, you must have conducted thorough research into the needs of your accounts. You have identified the key decision-makers. Now, you can target them through specialized content curated only for them.
- Blogs: Create highly knowledgeable blogs that bring value to your account’s business. Address pain points and share data that brings real insights to them. Use trending topics, drive an SEO strategy, and create professional designs that show you know the state of the industry and wish to address it through your solutions.
- Webinars: Host webinars with your in-house team or industry experts. Expertly made webinars with a ton of valuable info will help you bring your business perspective and generate high-quality leads through great strategies.
- Podcasts: A podcast will also help you get your voice out there. Bringing in expert guests and having a genuine conversation with them will help build a real connection and showcase your knowledge.
- Email: Creating a highly personalized email campaign has always been an effective strategy. Not only is it cost effective but personalized emails, according to Neil Patel, have an astounding ROI. A simple automated but personalized mail reminding them about technology, data, or valuable information can help generate a positive response.
- Multichannel and Omnichannel Strategies: One of the most successful strategies to bring high-quality leads is to inject content through various channels.
- X (Twitter), and more to name a few popular ones
These channels can push personalized content and ads to your target account’s feed. Bringing them an experience tailored for them.
- Personalized Landing Pages: If it’s 1-1 or 1-many ABM strategies, create landing pages hyper-specific to a given target account. On this landing page, create and curate content for that specific group of, or specific accounts.
4. Automation
In an era of AI, using chatbots and other automation tools is a smart decision. It can not only reply to and send emails promptly but also chat with your account’s decision-makers in a personalized manner. Helping them solve pain points, and help your sales team close more deals.
Summary:
Marketing is slowly but surely pivoting to a more personalized approach. And ABM is at the forefront of it. It shows we believe in a more human-centric approach to knowledge and data. Accounts feel valued and important when approached by businesses focused on completing their needs and solving their problems. Solving these problems in a tailored and personalized manner makes ABM a definitive tactic to stand by and implement in your organization.
