Your approach will depend on the specific attributes of your specific account, your segments, and your relevant marketing channels . The segments you choose to target for your ABM programs will be those that can deliver the most value. Here are some real-world examples of how B2B marketers can use this strategy:
Events
In-person events have always been one of the most successful opportunities for sales teams to persuade decision-makers. An ABM approach to events can include personalized invitations to prospects from betting email list target accounts, special VIP dinners, customized gifts, giveaways, and personalized follow-up after the event .
Webinars
Similar to events, webinars can be customized to be relevant and timely for a specific target account. Events and webinar follow-up can be tailored to specific companies, and unique event content can be created with the target audience in mind.
Email Campaigns
Email is still a valuable marketing channel for ABM. While a volume-based marketing approach might use templates and marketing automation, ABM involves crafting personalized email messages for each company.
Paid Media
Social media ads are a common way to reach your target audience on the web. Platforms like LinkedIn and Facebook allow you to target specific companies and personas. Plus, with technologies like IP targeting and remarketing , your campaigns can be tailored to focus on qualified leads, rather than casting a wide net.
Web Personalization
ABM campaigns on the web don’t end with driving traffic through personalized SEM and inbound marketing campaigns. Once visitors land on your website, technology can be used to create a personalized experience, versus a generic website experience.
So, did you like this post? I hope it answered your main questions about Account-Based Marketing, and if you want to know more, I recommend you read our article on efficiency and results , with the help of marketing automation!