Account-based marketing is the most efficient way of breaking through to highly targeted companies and contacts. Rather than casting a wide net across a particular industry or vertical, account-based marketing is a strategy best used on a small subset of your most desirable accounts. Here we present a high-level overview of organizing and implementing your efforts.

Identification Of Target Audience

When identifying your target audience, you want to make sure that you find a good 25-50 companies that are at the top of your target list based on need and fit. These companies should match your buyer persona and be determined by demographic and psychographic data. These should be companies that you know can use your solution and have the financial means to make a purchase. Make sure to identify the key players that you know will have a budget and decision-making capabilities. Do whatever it takes to locate their contact information, including email, phone number, and social media accounts. These will be your primary targets within each chosen company.

Marketing Tactics

Marketing tactics include things such as types of marketing and gathering business intelligence. Gathering business intelligence includes data mapping and appending of subsidiaries and business units and the profiling of corporate entities and subsidiaries and business units identified. Dive into the different aspects of their business to determine exactly where your solution fits. Use any relevant experience as leverage for your initial outreach. Below are the types of marketing you can use:

• Email Marketing

Targeted blasts using highly personalized design and messaging will be most effective. Use the company’s name, logo, and other identifying factors to get your audience’s attention. Come up with offers that speak specifically to a known pain point of their business function and provide special pricing to encourage a response.

• Social Media Marketing

Strategically building connections throughout your target companies on social media will help bring attention to your brand and allow you to connect on a more personal level. Start by requesting membership in similar groups and liking and commenting on your target’s posts. Once you’ve engaged with them in some manner, send them a personalized invite to connect. Rather than immediately pitching them, send them something of value, such as premium content or a link to a relevant blog post.

• Targeted Content

Develop blog articles as well as premium pieces such as eBooks, whitepapers, and case studies that speak directly to individual companies and contacts. These can be leveraged through all of your tactical outreach, including email, teleprospecting, social media, and direct mail. You can go as far as including the company logos, mentioning events, and the different product lines of your target organization.

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