Account based marketing

Businesses increasingly seek ways to direct their marketing and sales efforts toward the best-fit accounts that create the highest value. 

As ABM marketing aims to target high-revenue opportunities, the content used in the campaign (gated report, white paper, social ads, email, etc.) must be highly personalized, speaking directly to the interests and pain points of the target audience. 

The tools that you need to implement account based marketing include:

With these tools - and other tools that are specific to every ABM campaign, you can target the desired accounts. However, you first need to define your goal(s). Do you plan to raise awareness about a new product feature? Do you want to increase sales? 

Once you have your overarching strategy, it’s time to find the right customers. Use customer profile data to select customers who find your campaign content relevant and valuable and are keen to know more about what you’re offering. 

A comprehensive approach to all your marketing channels (email, LinkedIn posts, paid ads, website, app banners, etc.) maximizes the engagement of the target accounts - which means a higher marketing ROI. 

With the right KPIs, you’ll be able to see how your ABM strategy is performing. Use the following key metrics to measure the success of your AMB strategy: 

1. Reach

ABM marketing places quality above quantity at all times. Its central focus is not on random targeting; instead, it strives to engage the most suitable customers. To gauge the reach of your ABM campaign, you can utilize metrics such as ad impressions or email opens.

2. Engagement

Engagement is an essential KPI for your ABM campaigns as it shows how successfully you’ve interacted with your target audience. Depending on the channels that you use, you can measure ad engagement (clicks, responses), email engagement (open or reply rates) website engagement (landing page visits), or content engagement (ebooks, white papers, reports, blog posts)

3. Conversion rate

Since ABM marketing reaches specific stakeholders within a target account, you need to measure the number of marketing-qualified leads (MQLs) that actually become sales-qualified leads (SQLs) and finally convert into customers. 

4. CLV

ABM marketing aims to encourage existing customers to stay longer and spend more with you, meaning customer lifetime value (CLV) must witness a surge after you implement your campaign.