Account-Based Marketing (ABM) may be the hot new trend, but B2B marketers shouldn’t invest in ABM just because it’s

the marketing flavor of the day. However, as part of an integrated, cohesive demand generation mix, one that also includes inbound marketing and systematic lead nurturing,

ABM can play a key role in driving opportunities at high-value accounts.

Like any other marketing initiative, ABM requires careful planning and a well-thought out strategy to be successful.

Here are 4 common traits that effective ABM campaigns share:

Segmented…

…so that any and all communication is relevant to each individual account and persona.

Integrated…

…so that targeted contacts see a consistent, cohesive message via multiple channels.

Content-driven…

…so that the campaign drives engagement and dialogue rather than simply trying to sell a solution or drive meetings.

Of a sufficient duration…

…so that success relies less on an accident of timing and more on a consistent nurturing and education of the

targeted list.

Identify target accounts

Whether it’s through sales input, market research, or predictive modeling, predicting and identifying which accounts are most

likely to actually convert—no matter which accounts are on sales’ “hit lists”—will ensure a greater success rate from ABM, right off

the bat.

TIP 01

Gather a critical mass of relevant offer content

Developing content that is specific and relevant to target roles (i.e. Power User, Economic Buyer, Technical Buyer, Internal Champion)

will improve the ROI from your ABM campaign by ensuring you deliver the right materials to the right people.

TIP 02

Establish specific, quantitative goals

How will you measure success? Will KPIs revolve around engagement, meetings, opportunities, deals…? Like any marketing initiative, you’re more likely to hit your numbers if you establish a firm consensus up front for what those goals are.

TIP 03

Identify necessary channels and tactics

A multi-channel, integrated approach to ABM is more likely to work well, as not all members of your target audience are created equal, and so will respond differently to different forms of communication.

Possible channels for an ABM program include:• Proactive, outbound email and direct mail as a

“drip campaign”• Programmatic display advertising with industry-specific

ad creative• Paid social advertising on LinkedIn, Facebook, Twitter, etc.• Paid search advertising on Google, with “customer match”• Telemarketing outreach• Real-time web personalization

TIP 04

Develop relevant creative

Now that you’ve identified the right content, getting people to download that content and otherwise engage with your campaign relies on how that content resonates with the audience. Don’t just repurpose the same creative across different channels—an email message is much different from paid social advertising, for example. Make sure your creative is tailored for implementation via your selected channels.

TIP 05

Use sales alerts or other triggers

Don’t just launch your campaign and hope for the best. Use alerts or other triggers to ensure that sales takes an active role in the

campaign. Trigger immediate follow-up with prospects who engage with the campaign, or schedule follow-up calls as a formal

step in the campaign to coincide with other touch points.

TIP 06

Create a campaign calendar

Make a schedule and stick to it. Creating a calendar goes a long way toward making sure the relevant touches and associated offer

or creative development are coming together smoothly. Being forced to launch some elements without the support of others compromises the integrated nature of your campaign and will

impact results.

TIP 07

Spear Marketing Group is a full-service demand generation agency that helps B2B technology companies generate, nurture, and convert leads to revenue. Services include ABM, email marketing, event promotion, SEO/SEM, content syndication, digital advertising, social media, and content development. For more information, visit www.spearmar

keting.com

Additional Resources:Report: Which Content & Technology Is Driving Today’s Demand Generation?

eBook: The Big Book of B2B Demand Generation Success

White Paper: How to Choose Your Carrot: Effective Lead Generation Offers for High-Technology Marketers

Questions? howard@spearmarketing.comTwitter: @hjsewell

www.spearmarketing.com/blogdailypracticeblog.com