What are effective account-based marketing strategies?
The 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. It compels B2B marketers to explore more channels of account-based marketing than before.
Without further ado, here are 10 account-based marketing strategies helping 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 and develop relationships, and keep the scripted messages away. The best is to send an exclusive message customized, and the sales are yours.
4. Follow and engage on social media
The platforms of social media give direct access to the target audience. Develop a list and pinpoint main contacts through their LinkedIn or website. Find associated accounts on LinkedIn, Twitter, and relevant platforms of 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. It will need inbound and outbound channels of 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 gender, or geographical area. It will introduce you to more identical buyers. The 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. Makes your presence and creates 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 to identify your brand and to 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 know 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 at in-person events
Effective account-based marketing is about the digital power of inbound marketers. The best strategy is to meet in person the target contacts. It means inviting them to attend events or putting an event to provide value. Strategize an in-person relationship and develop a genuine connection.