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10 Effective Account Based Marketing Tactics to Boost Sales

Last Updated on 26th Jun, 2024 | Ecommerce

10 effective account based marketing tactics to boost sales

The Ultimate Guide to Account Based Marketing Strategies

With the growing complexity of customer demands, traditional marketing approaches are often not enough to stand out and effectively engage with your most valuable customers. That’s where Account-Based Marketing (ABM) has emerged as a powerful strategy for driving sales and fostering meaningful customer relationships. ABM is a strategic approach that focuses on identifying and targeting your organization’s most promising accounts and delivering personalized and relevant experiences to key stakeholders within those accounts. By implementing these strategic account-based marketing tactics, you can not only attract new high-value clients but also strengthen your relationships with your existing, most profitable customers, drive sales and revenue growth, and gain a significant edge over your competitors.

In this comprehensive guide, we’ll explore ten highly effective account based marketing best practices that you can leverage to boost sales, drive revenue growth, and outpace your competition.

What is Account Based Marketing?

Account based marketing (ABM) is a strategic approach that focuses marketing efforts on targeted accounts that offer the greatest potential ROI. Unlike broad-reach marketing campaigns, ABM aims to personalize messaging and engage key decision-makers at specific companies. It aligns sales and marketing teams to engage the right decision makers.

Benefits of Account Based Marketing

  • Higher win rates: ABM boosts win rates by tailoring messaging to resonate with specific accounts.
  • Larger deal sizes: Developing deep account relationships leads to expanded deal sizes.
  • Improved efficiency: Resources are focused on high-value targets instead of spray-and-pray tactics.
  • Personalization: Messages are hyper-personalized and relevant for each target account.
  • Sales and marketing alignment: ABM unifies sales and marketing around shared account goals.

Top 10 Account Based Marketing Tactics

  • Aligning Sales and Marketing Teams
  • Identifying and Prioritizing Key Accounts
  • Personalized Content and Messaging
  • Account-Based Advertising and Retargeting
  • Multichannel Engagement
  • Leveraging ABM Technology and Data
  • Account-Based Events and Experiences
  • Account-Based Customer Advocacy
  • Expanding Accounts and Driving Upsells/Cross-sells
  • Continuously Optimizing and Iterating

#1: Aligning Sales and Marketing Teams

Collaboration between sales and marketing is essential for ABM’s success. A unified approach ensures consistent messaging and engagement across every account touchpoint.

Importance of marketing alignment

  • Sales and marketing alignment maximizes resources for targeting accounts.
  • It prevents conflicting outreach that can confuse prospects.
  • Shared goals and metrics keep sales and marketing working towards the same objectives.
  • Open communication and transparency help teams coordinate account engagement.

Establishing shared goals and KPIs

  • Set joint ABM goals focused on target account penetration, pipeline growth, and revenue.
  • Define shared KPIs like account engagement, win rates, and deal size to track ABM progress.
  • Use ABM technology to centralize account data and coordinate targeting.
  • Foster collaboration through regular meetings, joint training, and shared assets.

#2: Identifying and Prioritizing Key Accounts

Carefully selecting and prioritizing target accounts is crucial for ABM success.  Use ideal customer profiles and data to identify high-potential accounts that align with core business goals.

Analyzing customer data to find high-value targets

  • Review the existing customer base and look for common attributes of top accounts.
  • Analyze client spending, growth potential, and lifetime value.
  • Identify key buyer personas and decision-makers.
  • Leverage intent data to detect accounts researching solutions.
  • Use predictive analytics to model lookalike target accounts.

Defining ideal customer profiles

  • Outline key account attributes like industry, size, and location.
  • Identify the decision-makers and buying committee.
  • Note major pain points and challenges.
  • Define what makes accounts highly valuable targets.

Selecting the right number of target accounts

  • Start with a small, focused list of 50-100 accounts.
  • Expand gradually as processes are refined.
  • Ensure enough resources are available to engage each account effectively.
  • Regularly evaluate and optimize the account list.

#3: Personalized Content and Messaging

ABM relies on tailored content and messaging that speaks directly to each account’s needs and pain points. Develop hyper-targeted assets for engaging stakeholders across the buying committee.

Developing tailored content for each target account

  • Create account-specific assets like case studies, whitepapers, and demos.
  • Adapt messaging to resonate with individual account needs.
  • Repurpose and update existing assets for targeted accounts.
  • Ensure content aligns with what accounts are researching.

Aligning messaging with account-specific pain points

  • Identify each account’s challenges through research and conversations.
  • Address these pain points directly in targeted content.
  • Focus on how your solution uniquely solves their issues.
  • Track content performance to refine messaging over time.

Leveraging account insights to personalize communication

  • Note individual stakeholders’ roles, interests, and goals.
  • Personalize emails and outreach using stakeholder names and titles.
  • Address stakeholders directly in targeted content assets.
  • Tailor messaging to resonate with each contact’s perspective.

#4: Account-Based Advertising and Retargeting

ABM advertising reaches key stakeholders as they research solutions online. Retargeting keeps your brand at the top of your mind across the web.

Implementing targeted display and social media advertising

  • Create customized ads for different target accounts.
  • Serve display and social ads to specific companies and contacts.
  • Use intent data to serve ads to research accounts dynamically.
  • Track ad engagement at the account and contact level.

Leveraging account-based retargeting to re-engage key stakeholders

  • Retarget stakeholders who have visited your site or content.
  • Remind accounts of your brand as they browse other sites.
  • Serve different retargeting ads to contacts based on their role.
  • Measure the impact of retargeting on account engagement and pipeline.

Measuring the effectiveness of account-based advertising campaigns

  • Analyze account-level ad clicks, engagement, and conversions.
  • Track target account online behaviors post-advertising.
  • Compare account ad engagement versus generic campaigns.
  • Optimize campaigns by refining targeting and creativity.

#5: Multichannel Engagement

ABM orchestrates tailored messaging across multiple B2B marketing channels, including email, social media, events, and more. A unified approach engages stakeholders however they prefer to interact.

Utilizing a mix of channels (e.g., email, social media, direct mail)

  • Identify channel preferences for each target account.
  • Develop coordinated campaigns across multiple channels.
  • Craft tailored messaging optimized for each channel.
  • Track performance to optimize channel mix over time.

Coordinating touchpoints across the buyer’s journey

  • Map messaging to each stage from awareness through retention.
  • Ensure brand consistency across channels and stages.
  • Accelerate opportunities using timing insights from sales.
  • Sync sales and marketing for coordinated nurturing.

Ensuring a consistent and cohesive brand experience

  • Maintain brand integrity across every asset and interaction.
  • Equip sales with approved messaging and assets.
  • Provide guidance for posts, ads, and sales material.
  • Measure campaign impact on brand perception.

#6: Leveraging ABM Technology and Data

ABM technology provides data-driven insights to identify targets, personalize messaging, and measure performance. Integrate solutions to coordinate sales and marketing.

Investing in ABM software and tools

  • Account data platforms compile intelligence to identify targets.
  • Marketing automation enables orchestrated outreach.
  • Predictive analytics score accounts and model ideal targets.
  • CRM houses account data and tracks engagement.

Utilizing intent data and predictive analytics

  • Leverage buyer intent signals to detect accounts in-market.
  • Build predictive models to find lookalike target accounts.
  • Use analytics to determine the propensity to buy or churn.
  • Notify sales of high-intent accounts for prompt outreach.

Tracking and measuring ABM performance

  • Define and monitor account engagement metrics.
  • Analyze multi-touch attribution across campaigns.
  • Set up custom account-level dashboards.
  • Track influence on pipeline and revenue.

#7: Account-Based Events and Experiences

In-person events targeted to key accounts provide an opportunity to build connections and showcase value. Coordinated follow-up is key for driving engagement.

Hosting personalized events for target accounts

  • Invite select accounts to exclusive dinners and outings.
  • Organize VIP briefings showcasing key product differentiators.
  • Craft targeted agendas addressing account needs and pain points

Delivering unique and memorable experiences

  • Create interactive touchpoints and compelling content.
  • Make it high-value, not a generic sales pitch.
  • Coordinate 1:1 meetings and on-site account visits.
  • Develop personalized gifts and experiences.

Leveraging events to deepen relationships and drive engagement

  • Use events to start meaningful conversations.
  • Identify key takeaways to fuel follow-up conversations.
  • Send tailored post-event communication and assets.
  • Track event influence on pipeline acceleration.

#8: Account-Based Customer Advocacy

Satisfied customers from key accounts can provide referrals and amplify your message through word-of-mouth marketing.

Leveraging events to deepen relationships and drive engagement

  • Identify potential advocates from loyal target accounts.
  • Provide excellent service and develop close relationships.
  • Actively solicit referrals to new contacts and accounts.
  • Recognize top advocates through rewards and appreciation.

Encouraging referrals and testimonials from satisfied accounts

  • Request introductions to new stakeholders in existing accounts.
  • Ask happy customers to provide quotes, case studies, and reviews.
  • Highlight advocacy content on your website and in collateral.
  • Promote advocate stories on social media.

Incorporating customer success stories into marketing efforts

  • Create targeted emails featuring customer wins.
  • Develop account-specific case studies and assets.
  • Ask to present customer success during prospect calls.
  • Secure advocate speakers and panelists for events.

#9: Expanding Accounts and Driving Upsells/Cross-sells

ABM also focuses on growing existing accounts by expanding use cases and driving upselling and cross selling opportunities.

Identifying expansion opportunities

  • Analyze product usage data to find gaps.
  • Talk to customers about future roadmaps and needs.
  • Note upcoming projects or initiatives.
  • Leverage customer data to model additional purchase potential.

Delivering an exceptional customer experience

  • Assign customer success managers to key accounts.
  • Develop account health scorecards.
  • Proactively make recommendations based on account data.
  • Prioritize onboarding, support, and service for ABM targets.

Aligning product/service offerings with customer needs

  • Survey customers to identify new needs.
  • Provide product demos showcasing expanded capabilities.
  • Educate accounts on new features and integrations.
  • Craft targeted offers and pricing for account growth opportunities.

#10: Continuously Optimizing and Iterating

The most effective ABM programs continually experiment, optimize, and scale their strategies over time. Use data and feedback to refine your approach.

Regularly reviewing and adjusting ABM strategies

  • Evaluate the target account list quarterly.
  • Analyze campaign and channel performance.
  • Assess pipeline impact and sales coverage.
  • Add/remove accounts and tactics based on data.

Incorporating customer feedback

  • Survey target accounts on brand experience and messaging.
  • Interview closed accounts on deciding factors.
  • Solicit customer insights through account reviews.
  • Apply learnings to improve personalization.

Scaling successful tactics across the organization

  • Identify top-performing strategies to expand.
  • Secure buy-in from sales, marketing and leadership.
  • Develop playbooks and training to replicate tactics.
  • Allocate budget to ramp up effective programs.

Defining and tracking key performance indicators (KPIs)

  • Agree on quantifiable ABM metrics and goals.
  • Monitor KPIs like account engagement, funnel velocity, and deal size.
  • Set up reporting to access insights in real time.
  • Review performance regularly and optimize based on data.

Final Thoughts

Account-Based Marketing (ABM) offers a strategic and highly personalized approach to engaging with high-value accounts, ultimately driving sales and enhancing customer relationships. By implementing these ten effective Account Based Marketing Tactics, you can create more focused and impactful marketing campaigns. As the marketing landscape continues to evolve, staying ahead with these proven strategies will ensure your business remains competitive and successful.

Frequently Asked Questions

What are the key elements of an account based marketing strategy?

The main elements of an effective account based marketing strategy include identifying and prioritizing target accounts, developing personalized messaging and content for those accounts, tightly aligning sales and marketing, coordinating multichannel outreach, and leveraging intent data and analytics to optimize performance.

How is account based marketing different from traditional marketing?

Unlike broad marketing campaigns focused on large audiences, account based marketing concentrates resources on engaging a select number of high-value accounts. Messaging and content are tailored to resonate with each account specifically.

What types of companies benefit most from account based marketing?

ABM works best for B2B companies that sell complex, high-value solutions. It allows them to focus on large enterprise accounts and key decision-makers that require personalized engagement over time.

How many target accounts should you focus on with account based marketing?

Most experts recommend starting with 50-100 target accounts. As processes mature, this list can expand gradually while maintaining high-touch engagement. Quality of targeting is more important than quantity.

How can you measure account based marketing success?

Key account based marketing metrics include account engagement, wins from targeted accounts, deal size and contract value, and influenced pipeline and revenue. Multi-touch attribution models quantify ABM impact across the buyer’s journey.

How long does it take to see results from account based marketing?

Since account based marketing (ABM) focuses on deep account penetration, it may take 6-12 months to start seeing significant pipeline and revenue impact. Shorter-term metrics like account engagement and win rates will indicate program effectiveness.