With so many enterprise-level technology companies adopting account-based marketing as part of their marketing plan, steps need to be taken to ensure your message resonates with your most important accounts. ABM is a strategic plan to narrow your focus and sell to your biggest targets, with personalization playing a significant role throughout all channels. Here we've outlined several ways you can make your ABM campaign stand out.

Personalized Offers

Develop offers that solve a specific problem your target company has and offer your solution at an introductory rate. Be sure to address their pain point and exactly how your solution best fits their requirements. Be sure to communicate that you are in tune with the needs of their organization.

Email Workflows

Develop several email campaigns that are personalized and only sent to your target company. Emails should include company names and logos, so they know it is meant just for them. Develop a workflow that delivers content that speaks directly to their areas of need. Create different email pieces to target the different levels of decision-makers within their company. Write material that speaks to the decision-maker and creates a bond with potential influencers.

Microsites / Personalized Web Experience 

Developing a microsite geared towards a specific company or personalizing the website experience for a targeted IP address is a great way to grab their attention. These sites should include their company name, content, and tools designed specifically to address their deficiencies.

Social Sharing 

Join the groups that your target company frequents on all social platforms. Figure out which media they use the most and concentrate your efforts there. Add connections throughout the company even if they are not your targeted decision-maker. Any relationships you build through social channels will help increase your odds of selling the target decision-maker. It never hurts to have evangelists within the company you are targeting that will share a favorable view of your company with the decision-maker. Setting up separate social pages that only post content directed at your target company is a great way to get their attention and also guide them to your website or a microsite that you have set up for them.

Executive Direct Mail

Executive-level employees can be tough to get a hold of through email or phone, and commanding their attention online is difficult due to many distractions. A personalized piece of direct mail that includes a welcome kit and special offers is a sure way to capture and hold their attention.

Gather Social Intelligence

Social media offers several platforms to gather intelligence on your target. Social monitoring software, as well as good old-fashioned research, can give you valuable insights into pain points, preferences, job roles, and even conversation starters.

Roles Not Titles

It seems these days that job titles are handed out, and it can be challenging to determine a prospect's job function simply by their title. Using social channels and telemarketing campaigns to determine your most relevant contacts can save time and money and offer you the best chance to make a sale.