If you’re executing on an account-based marketing strategy—and most marketers are—you should be scaling your strategy to bring in higher revenues. And why wouldn’t you? Everybody loves low-hanging fruit. Hopefully, your strategy is in place; you just need to make it work smarter as you scale appropriately for your business.
It’s all pretty personal.
The very nature of account-based marketing is personal. You want to get as close
to business contacts as you can so you understand their current and future needs and how your company can slide in as a valued provider. You’ll want to continue to nurture the fundamentals of your customer businesses as before. But an at-scale account-based marketing program requires you to explore customer information to greater results.
You may want to cluster accounts by which stage they’re occupying in your account pipeline. This lets you keep an eye on unengaged accounts, nurture tender fresh leads, up-sell and cross-sell existing customers and also push existing accounts into long-term customers. Just remember to adjust the amount of staffers to accommodate the larger sized marketing initiative.
You’ll also want to beef up communications with your sales team. They’re the ones closest to customers and will work with you to develop specific targeted campaigns.
Celebrate all the wins along the way.
People can get impatient while a campaign runs its course. It’s like opening a window in a steamy bathroom. You just can’t let things take their natural path; you feel the need to quickly clear the condensation and get on with your grooming.
The very nature of account-based marketing is longer and more drawn out, so it’s a productive tactic to mark the positive steps during campaigns. Did you just sign up a team of influencers at a long-term client? Great! Let sales and marketers join in the success. Events like these that don’t directly add to sales totals do have a part in generating revenue and should be noted appropriately.
Implement dynamic content
We all know the “content is king” meme popular for many marketing years. And lots of us have gotten lazy by believing that content is a “set it and forget it” proposition. The only content worth investing in is dynamic content which has a life and energy of its own.
Even though your content belongs to you, it is crafted specifically for your customers, and there are several ways to make it happen. You should start by customising the obvious: name and email address. Then you’ll want to include content written to a customer’s current needs. Promises to keep content current will keep customers returning to your site for updates on a regular basis,
Demand generation metrics and account-based metrics
They’re close but not exact; demand gen and account-based metrics. One of the trickiest pieces of the account-based initiative is getting out of the standard lead generation mindset. Account-based selling is the absolute opposite of shooting out a sale with each qualified lead in the pipeline.
Your account-based marketing progress will have different points of interest and activity, so you’ll need to look at the timeline differently from regular lead activity. are some fundamentals with lead generation which will be consistent components but be sure to build and operate a double-funnel model with a variety of lead sources along the timeline.
Does this mean the end of spray and pray?
Did we just say that? That phrase is so ancient, yet in some cases, marketers not only still say it, they still believe it. So maybe the best way to scale account-based marketing is to learn the fundamentals of the basics first, then customise.
ABM Styles: Which OneWorks for Your Enterprise
Standard inbound marketing tactics like marketing automation, social media, lead nurturing and content are perfect for situations when you’re trying to appeal to one decision-maker. And if you repeat your tactics, you’re bound to reel in at least some leads. But what about more complex sales within an enterprise? Account-based marketing is the best approach but which style will work best for your business?