We are living in an era where being dependent upon just a handful of marketing strategies is never going to work for any firm. There are many platforms and many mediums that need to be utilised by firms of every size and sector. And one such marketing tool that must be an essential part of your overall marketing strategy is account-based marketing or ABM marketing.
ABM marketing is not about identifying every single person on your list and then using a tailor-made approach to target them instead it is about identifying a group of customers in the list and then targeting them with a touch of personalisation. Currently, ABM marketing is a hot topic of debate among marketers, and more than 92% of the marketers believe that ABM marketing is doing wonders for their firm.
By using ABM marketing, you can make the customers understand that you know about their pain points, and you also have the right solution for them. The main aim of ABM marketing is to provide customers with the content that they will resonate with. But the perks of ABM aren’t only limited to personalisation.
Here are a couple of advantages that the ABM strategy brings to the table.
Retargeting Website Visitors
You might have built an impeccable website that has made people succumb to visiting it. This is an excellent success for your digital presence, but how do you make those people who have left your website to visit again? Well, you can do it by retargeting your website by using the ABM strategy.
Even small and medium-sized businesses are focusing on retargeting website visitors, and since ABM marketing is a more targeted approach, you can use it for retargeting purposes. By keeping track of the website interaction of the visitors and then segmenting them accordingly, you will be able to use ABM marketing to give them a reason to revisit your website. Instead of just sending out the same offers, information, and discounts, you will need to be more specific with your retargeting approach, and that can only be achieved through ABM.
Improved Leads Through Enhanced User Experience
Another benefit that you will get by using account based marketing tactics is a better user experience. In addition to looking for better products and services at a nominal price, the modern-day customers are looking for a touch of personalisation as well, and this is what ABM marketing offers. Instead of using a one-size-fits-all approach, you will have to be more specific while using ABM marketing.
In account based marketing tactics, you use targeted content based on the previous interacting and engaging with the customers, and this is why they can feel more connected with your way of targeting. In addition to this, you also avoid wasting time with leads who are not interested in your firm, product, or service as well.
Builds Brand Affinity
You should know that brand affinity goes beyond the type of product or service you offer as it is more about making the customers feel that they have some kind of value shared or relationship with your brand. Simple marketing will never work in building brand affinity as these marketing tools are about the sales pitch. But by using an account-based marketing strategy, you can work towards building relationships with your customers instead of just selling them products or services.
In account based marketing strategy, you mainly target customers based on what the customers need, what they feel, how they interact with you, and what are their pain points. By knowing this, you can make the customers feel more valuable.
Optimal For Testing New Ideas
If you are planning to test new ideas then instead of targeting the whole market and then being considered as a failure, you can use ABM marketing to test the product only within your loyal customers. You should know that ABM marketing helps you to target your loyal customers separately, and this is why you can test new ideas, products,s or services on loyal customers and get feedback.
This way, you will get valuable feedback from loyal customers, and in addition to this, you will also be able to make the customers feel special as well.
Personalised Distribution Channel
There are many different distribution channels used in ABM, like email marketing, paid ads, social media, direct mails, and sales outreach. And if you use these channels without incorporating ABM, then you might end up sending a similar message or content to all your accounts. This will result in wastage of resources, and this is why you need to make sure that ABM marketing is being utilised for a personalised distribution channel.
ABM marketing allows your marketing team to use personalisation on each of these channels, and this is how you become more effective.
ABM marketing is currently being used as the star of marketing campaigns as it aligns with the modern-day need of the market. Suppose you can build an impeccable ABM marketing strategy. In that case, you can easily harness all the benefits as mentioned above, along with high ROI, a better relationship with customers, and a faster sales cycle as well. Just align your ABM marketing with your existing marketing strategy in a precise way and never make them overlap each other.
