What are effective account-based marketing strategies?
Account-based marketing strategies are required to optimize and measure account-based marketing tactics. The landscape is dramatically changing, getting more complex, and digitalization is making it more personal. This compels B2B marketers to explore more channels of account-based marketing than ever before.
Without further ado, here are 10 account-based marketing strategies that help businesses grow.
1. Concentrate on Retaining Customers
Generating new leads and capturing the target audience is crucial. However, do not forget the existing customers. Retaining customers are repeat customers offering sales to you. The account-based marketing strategy targets accounts of high value. You have the customer’s data already, and they are familiar with your product. Concentrating on the existing customers is enough through content, emails, or personal calls. It will speed up the conversion process without adding up marketing costs.
2. Develop a marketing strategy
Account-based marketing strategies prioritize finding new prospects, instead of looking for customers who are already increasing your sales. Keep your customers coming back, and your profits will increase to 95% from 25%. Converting a new lead ranges between 5 to 20% to see a sale, while the existing customer is 70%. The tactic of account-based marketing helps identify targets. Developing business operations accordingly is the right marketing strategy.
3. Personalize your communication
Receiving messages through bots is disappointing. Yet, some turn into customers. While you cannot test your prospects or consider them lightly, you can personalize your communication. Concentrate on sales enterprise develop relationships, and keep the scripted messages away. The best way is to send an exclusive message customized, and the sales will be yours.
4. Follow and engage on social media
The social media platforms give direct access to the target audience. Develop a list and pinpoint your main contacts through their LinkedIn or website. Find associated accounts on LinkedIn, Twitter, and relevant platforms in the industry. Follow and engage with your contacts. Focus, listen, and make them familiar with your prospects before interacting directly.
5. Opt for a mix of channels
Ascertain the target profiles and produce exact content. Deliver it to the correct channel. Ensure the right mix of channels to reach the target accounts. We will need inbound and outbound channels for marketing. Also, use non-conventional and conventional ways to attract target attention. Distribute your material and invite your target audience to industry-specific events. It will expand your business operations.
6. Explore identical buyer’s persona
Selling to existing customers follows a specific pattern. It may belong to an income range, certain genders, or geographical areas. It will introduce you to more identical buyers. This account-based marketing strategy helps create an identical customer persona. Exploit further and get new prospects faster.
7. Share gifts
The tactics of account-based marketing are more online. Find interesting details and track your prospects. Create your presence and create a good impression in the minds of your prospects. Share gifts such as notebooks or pens of good brands as a part of your business operations. It helps customers identify your brand and connect better.
8. Customize Your Website
Customization matters, regardless of how many direct or personalized emails you forward. Customizing your website offers maximum results. Motivate your visitors with your website design so that they take action in your favor. Use web analytics tools such as MonsterInsights or Google Analytics to understand the behavior of your target audience.
9. Consider retargeting
The benefit of B2B marketing is account-based marketing strategies. It helps accomplish a few touchpoints and you may require additional reminders to target contacts. The trick is to consider retargeting. People who are already your buyers know your brand. If you keep messaging relating to their interests, they will follow the buyer’s journey.
Invite to in-person events
Effective account-based marketing is about the digital power of inbound marketers. The best strategy is to meet the target contacts. This means inviting them to attend events or putting on an event to provide value. Strategize an in-person relationship and develop a genuine connection.
