Account-based marketing (ABM) is already a go-to revenue and business growth strategy for most B2B companies. In 2021, companies continue to embrace ABM or advance their ABM agendas. ABM involves tailoring marketing and outreach at the account or contact level. Besides being a focused growth strategy that directly targets high-value accounts, ABM helps:
- Shorten and streamline sales cycles
- Deliver consistent and valuable buying experiences
- Better allocate sales and marketing resources
- Realize enhanced and direct ROI
- Better retain and upsell customers
86% of marketers report improved win rates with ABM. Further, 83% of marketers say ABM increases engagement with target accounts. Also, note that 80% of marketers say ABM improves customer lifetime value.
4 Tips You Can’t Ignore to Build a Winning ABM Strategy in 2021
If you want to successfully implement ABM, you’re going to need the right tactics to build a strategy that works. Here are some effective ways to create the best ABM strategy for 2021.
1. Use digital rewards to drive positive behaviors
75% of consumers say they favor companies that offer rewards. Further, 58% of internet users believe earning rewards and loyalty points is one of the most valued aspects of the shopping experience. From a B2B prospective, sending memorable, thoughtful digital rewards is a great way to move the needle on the performance of your ABM strategy as you encourage target accounts to take a favorable action or generate a positive response.
Digital rewards allow you to hyper-personalize your ABM campaigns, making every touchpoint irresistible and interesting for your target accounts. This makes sense because ABM primarily involves creating personalized buying experiences for high-value, best-fit accounts. Additionally, you can leverage digital rewards to increase valuable engagement opportunities with your ABM-focused accounts.
Whether a target account has signed up for a demo or advocated for your brand, digital rewards can be used to further engage them, express your gratitude, or uniquely appreciate them. They are not only used to hook target accounts to get them to a meeting, but they also help build a lasting relationship with them and humanize your conversations.
If you’re planning for your next ABM event, like a webinar, consider using digital rewards before, during, or after the event to improve your ROI. Send a digital reward to target accounts for accepting your personalized email invite, completing your pre-event survey, registering or attending your webinar, participating in an activity, or giving feedback. This will help provide a meaningful, tailored attendee experience and drive better event results.
With all-in-one digital rewards sending, tracking, and managing solutions like Rybbon, you can amp up your ABM strategy. Some of their best features include:
- 100% refund for unclaimed digital gifts
- Fully customizable and mobile-friendly digital reward emails
- On-time, global delivery, and tracking of digital rewards
- Organizing digital rewards by campaign
- Enhanced reporting with built-in campaign cost and analytics reporting
- Inserting digital rewards directly into ABM campaigns with Marketo and HubSpot integrations
- Automatically curating recipient’s digital reward choices based on their country and currency
2. Let B2B data direct your ABM strategy to ensure improved outcomes
Be it finding target accounts or increasing personalization, B2B data plays a significant role in any ABM campaign. Consider B2B data as the lifeblood of your ABM strategy, without which your campaigns are likely to miss the target. 43% of marketers strongly agree that advanced data management is a key to ABM success.
With reliable B2B data, you can create holistic ICPs, accurately select target accounts, ensure optimal account coverage, and improve account targeting which are all critical to the success of ABM. B2B data is also important to accurately segment ABM-focused accounts to create highly targeted campaigns. Furthermore, consistent and shared data helps maintain sales and marketing alignment, which is the cornerstone of the success of an ABM strategy.
It’s important to use accurate, verified, and up-to-date B2B data to avoid ruining your ABM strategy. Bad data is a silent killer, and preventing it will save you a lot of revenue. When looking for a B2B data intelligence partner, make sure you choose one that provides data enrichment, extensively covers contact as well as company data, maintains top-notch data hygiene, and is GDPR/CCPA-compliant.
For instance, partnering with SalesIntel will give you access to the highest number of human-verified contacts in the industry. Furthermore, you’ll benefit from their comprehensive B2B company database and 95% accurate data that’s reverified every 90 days.
3. Adopt account-based retargeting to increase account engagement and conversion
Launching retargeting ad campaigns is an excellent way to keep your brand top of mind and drive conversions in ABM. Account-based retargeting involves repeatedly engaging key contacts like decision-makers, influencers, and CTOs within a target account who have previously visited your website or already interacted with you.
You can customize display ads with the help of dynamic retargeting, so you can keep your brand in front of target accounts every time they use social media or browse the internet. Account-based retargeting can work best for your ABM strategy if you:
- Use the right keywords, topics, and messaging to match the intent of target accounts
- Keep your retargeting ads highly relevant to individual contacts within target accounts
- Keep your retargeting ads hyper-targeted and hyper-personalized for the right decision-makers within target accounts
4. Build trust and respect for your brand with content that target accounts can relate to
Creating custom, tailored, and engaging content is one of the best tactics to include in your ABM strategy. Avoid providing generalized content to target accounts. Instead, focus on using multiple content formats like case studies, testimonials, blogs, ebooks, infographics, and videos that are specific, relevant, and personalized for target accounts. To make your ABM strategy more effective, you can create content for target accounts in each stage of the funnel.
Consider co-creating content with another company or brand that complements yours.
This will not only help you promote your business organically but will also increase validation, trust, credibility, and social proof for your brand.
The demand for ABM is burgeoning. 87% of B2B marketers say ABM initiatives outperform other marketing investments in terms of ROI. Further, companies using ABM witnessed a 208% increase in revenue. With the proven tactics discussed above, you can build a robust, hyper-focused, and result-oriented ABM strategy for 2021.
As a bonus tip for your 2021 ABM strategy, we suggest you identify and target the most productive marketing channels to get better results. Do your research, collect relevant data, assess online behaviors, and study key characteristics of your target accounts to know how they consume content. Some of the common channels used for ABM campaigns are phone, email, LinkedIn, Google or Facebook ads, YouTube, direct mail, webinars, and industry websites.
If you’d like to learn more about Rybbon’s digital rewards platform and how your ABM strategy can benefit, contact their team today.
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