Account-based marketing programs have shown tremendous ROI when used with a multi-channel approach. Focusing on your most desired accounts with targeted messaging through various channels can help you gain traction where it matters most. Here we take a look at four tips for building a successful multi-channel ABM program.
Targeted Messaging
The primary idea behind account-based marketing is to refine your target audience to the accounts with the most revenue potential for the short and long term and build messaging that speaks directly to those prospects. Identifying the pain points to speak on will require a good deal of research, both online and over the telephone. What you find online can be used to form call guides, blogs, premium content, and email campaigns. Teleprospecting efforts can unveil important business intelligence far beyond what you’ll find online. This information can be used to identify key decision-makers and refine your messaging as your campaigns move along. Find out what matters to your prospects and tailor your content accordingly.
Align Marketing And Sales
Sales and marketing alignment has been a hot topic for years and continues to be vital in gaining genuinely qualified leads. Since account-based programs focus on multiple levels of an organization and utilize various outreach tactics, keeping on the same page can be difficult. As with any business function, clear and consistent communication will be imperative to the success of your campaigns. Technology that allows you to segment your audience and alter the messaging dynamically can help to ensure your prospects are receiving the right message, on the right platform, at the right time.
Build Relationships, Gaining Intelligence, And Drive Revenue
The very nature of ABM is in focusing on the individual. This makes building relationships at all levels of the organization an essential piece of any ABM program. Insights on company needs, interests, and pain points, as well as identifying key decision-makers, budgets, and sales cycles, are just some of the business intelligence that can be gained through these campaigns. Revenue, of course, is the primary goal of any marketing initiative. ABM campaigns should be geared toward accounts that represent significant revenue potential and are a good fit for your solution. This is why ABM campaigns are so successful. Everything is personalized and focused on the individual.
Multi-Channel Campaigns
The channels you use for your ABM campaigns will depend on your audience. Finding out your target’s preferred platforms and methods of communication will help determine which channels to focus on. This may include leveraging a particular social media platform, an industry newsletter, email communication, teleprospecting, or online events. The channels used will change as your prospects move through the funnel and as you analyze your campaigns for the effectiveness of each one. A high-level example of a multi-channel account-based campaign for the tech industry may include an email blast, teleprospecting, email nurturing, an eBook, LinkedIn Ads, and a banner ad on a tech newsletter. These can all be used together to build awareness, develop relationships, drive leads, close deals and create loyal customers.
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