ABM strategies can help B2B marketers and sales professionals reach business objectives faster by developing effective messaging campaigns that target decision-makers. Unfortunately, many marketers don't have experience in AMB marketing.
There isn't a single ABM strategy template for every company since your exact strategy will depend on your sales cycle and prospective customers. However, with these account-based marketing tactics, you can create your own ABM strategy template you can use for effectively finding and nurturing prospects:
Identify your ideal customer profile
Market research can help you identify your ideal account profile. First, you should determine which types of customers your product is a fit for.
For instance, if you sell accounting software, your target market may be accountants or small business owners based on the type of product you've developed. Once you identify your ideal customers, you can create user personas using the information you've learned about them.
Choose your target accounts
After developing user personas, you can find high-value target accounts. There are a few types of ABM strategies you can use: one-to-one, one-to-few, and one-to-many.
One-to-one and one-to-few ABM strategies allow you to focus on creating customized campaigns for a small number of key accounts. Conversely, the one-to-many strategy allows you to target hundreds of accounts if you have the resources to scale.
To choose your target accounts, you'll need to perform customer research to learn about each potential prospect. When choosing your target accounts, you should consider the product fit and which customers are most likely to use your products. Your CRM can come in handy with this process by giving you data about accounts and how you can streamline the sales pipeline.
Develop an account plan
Next, you'll need to develop an account plan. If you're like most businesses, you'll want to target as many accounts as possible to help you sell more. A one-to-few strategy is a good option for most businesses because it allows you to segment your target accounts based on similar characteristics.
Align sales and marketing teams
Before you develop marketing campaigns, you'll need to align your marketing and sales teams. Your sales team can provide insights into pain points and what customers are looking for when researching similar products. By aligning your marketing and sales teams, you can provide a consistent experience throughout the customer journey.
Create personalized content
Every account-based marketing strategy needs personalized content to target different accounts. Personalized content, including emails, blogs, and website pages, can help you address common customer pain points to highlight the value of your products.
Use different marketing channels
AMB strategies require a multichannel approach that allows you to create consistent sales interactions at each customer touchpoint. Your prospects find products and services differently.
While many start with a Google search, others may not even know they have a problem that needs solving. Using multiple marketing channels can help you attract and convert more prospects that are a good fit for your products.