Most B2B markets today are likely to recognize account-based marketing (ABM) as an essential element for an effective and go-to marketing strategy. ABM strategies are surging in the business world as marketers are looking for guidance and best practices that can help them launch and scale an ABM strategy. ABM can help your company increase its conversion rate, revenue, and retention, along with aligning with the sales and marketing teams. With the help of case studies, we will emphasize best practices to help you implement ABM in your organization.
Best Practice in ABM
ABM for B2B is a strategic approach that focuses on personalized marketing efforts for specific target audiences. However, with the right strategies and techniques, ABM can revolutionize your business. Here are a few of these:
1. Identify Your Ideal Customer Profiles
Identifying your ideal customer based on industry, company size, and other relevant criteria can help you narrow down your target accounts and help you focus more resources on the value prospects of your product or services.
2. Personalize Content and Messaging
Your tailor-made content and messages can address the pain points, goals, and challenges of your target accounts. This helps in delivering valuable and relevant content to establish trust and credibility in the buyer’s journey.
3. Collaborate with Sales and Marketing Teams
According to sources, companies with marketing and sales teams can experience up to 67% efficiency when it comes to closing deals. Thus, collaboration between teams is important to align goals, share insights, and coordinate campaigns properly, which is crucial to improving organizational goals.
In recent years, ABM has grown more into B2B marketers as it has the power to oppose traditional marketing strategies. Here are two real-world case studies where the ABM campaign can demonstrate the effectiveness of ABM:
1. Vidyard Used Personalized Video to Boost Engagement by 63%
Vidyard, an Ontario-based software company, achieved an impressive result of 63% with the ABM campaign by using personalized video. The company’s ABM campaign included personalized emails, landing pages, and tailor-made videos that were generated according to each account.
2. Snowflake Made $2.2 Million From a Single Account by Utilizing ABM.
Snowflake Inc., a cloud computing-based data cloud company, used ABM to generate $2.2 million in revenue from a single account. The company, after implementing ABM, can personalize emails, landing pages, and target ads for their campaigns according to different accounts. Snowflake was able to deliver a high-quality message that resonated with the target audience by focusing on their needs and pain points.
Account-based marketing will continue to be important in future years to help your company drive personalized marketing campaigns and communication that your customers expect. ABM has a lot of benefits that have the potential to chugging your business by developing deeper relationships with customers and stakeholders and delivering high ROI.
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