ABM has quickly become an integral part of the B2B space, and we are continually seeing more B2B companies jump on the ABM train to generate high-quality enquiries. But with so many approaches to choose from, it can be hard to understand which tactics and strategy you should be using to generate the best level of success from your campaigns.
In this blog, we explore five top tips that B2B marketers can use to enhance their ABM campaigns, and ensure that the strategy implemented is the right fit.
Appeal to your audiences pain points
The best type of ad needs to be compelling, not only to stand out from the marketing noise but to also compel your target accounts to click through. Do your research and ensure you understand what your target customers pain points are. Ensure you communicate this effectively in your ad creative, and then continue this message flow through to your landing page. Campaign contingency is key when communicating to your audience.
Remember it’s important that your target accounts ABM journey is personalized to their problems and needs, and appealing to your audiences pain points with a personalized landing page is more likely to lead to more conversions.
Work with your sales team
When implementing ABM campaigns, it’s important to work with your sales team to ensure they have the capacity to follow up on the leads. You don’t want to spend your advertising budget, generate leads and then find out three months down the line that they haven’t been followed up.
Ensure the sales team is involved from the start when planning your strategy, and aware of the process and goals you want to achieve from your campaign. They should also be able to provide some fantastic insights into the movements and interests of your target accounts.
Clearly communicate what is expected from the sales team before you start the campaign. This could include outreach to prospects when they engage/show an interest and relay progress back to the marketing team.
Use insight to plan your messaging
It’s important to look at different areas to ensure you have all the insight to plan engaging and relevant messaging. The first point of call would be to look into your past sales data. Ask yourself, what topics interested our target accounts the most? What would be the most interesting for them to hear about, have they ever shared problems they are facing?
It’s also a good idea to look forward to trends that could be entering the market. Are these trends something that your target accounts would like to adapt or focus on? It’s always good to be ahead of the curve if you can.
Another valuable piece of insight can be gained by tracking what parts of the website your target contacts visit the most. This can provide some integral data into what your audience is interested in, whether this is a service, product or topic. This can be tracked easily using marketing automation, and can often be easy to gather this data. Read the next tip to find out more about this…
Use automation and sales alerts to your advantage
It’s important to take the time and understand what your target companies and contacts are interested in. Marketing automation platforms often have the capabilities to track what pages your target companies are visiting on your site, and automation can be set up to provide the sales team with alerts sharing which companies are viewing what on your site, or which emails they are interacting with.
This information can help you tailor your ABM campaigns, whether this be ads or emails to what your audience is truly interested in, and also helps keep marketing messages aligned, as sales should be able to share if a target accounts focus has shifted throughout the process of the campaign, or if you find a tailored ad and messaging is not working as you hoped.
Talk to experts to get advice if you’re unsure
There’s no harm in asking for help if your unsure what approach is best for you and your company. ABM can be complicated, and it’s important to get it right to ensure your getting the best RoI from your campaign.
Tools such as our ABM tactics advisor are there to help, which provides recommendations based on your unique situation. Or alternatively please feel free to drop us an email, and we’d be happy to discuss what approach would be best for your ABM campaign.
