Account-based
marketing is a search term that has been gaining
tremendous popularity on google in recent years. The web is full of articles
talking about different account-based marketing strategies, account-based marketing examples and a
lot more.
But a
closer look will reveal that several important snippets of information haven’t
made their way to the front page yet. There are quite a few reasons why, the
first and foremost being - taking an approach too methodical and data-oriented,
while no one can deny the importance of stats, it should never slip your mind
that an effective ABM Model relies
heavily on customer mindset, impressions, and basically all things data cannot
always comprehend.
The second is overusing certain strategies which then end up not being as impactful anymore. Account marketing is very resource-intensive and constantly needs newer, better, improved ideas to be implemented. Many shy away from it but once you take a look at the charts, all the effort behind it starts making sense.
Account-Based Marketing - What to do and what
to avoid
1.
How to Present Your Message
Dos
Keep your message
positive. Focus on how your product or service is going to help them.
Don’ts
Refrain from using
negative phrases in your ad. Never try to scare or coerce the customer into
taking action. It often backfires and projects a negative image of your
company.
2.
Realistic Estimates
Dos
Always head forward
with a clear idea of the goal. Can you scale it? Do you have the resources and
time that need to be put in? Carefully evaluate and develop a plan that’ll make
the process easier and more efficient.
Don’ts
Don’t over-promise.
Try not to underestimate the resource intensity. Not having realistic estimates
is going to seriously hamper the efficiency of your model.
3.
Leverage Brand Advocates and
Partners
Dos
Work towards building
mutual relationships with brand advocates and partners and leverage those
connections when needed.
Don'ts
Don't shy away from
networking, social proof goes a long way when starting conversations among
industry powerhouses.
4.
Follow Up and Retarget
Dos
Have your team ready
to work on the follow up. Make sure the retargeting happens with an appropriate
window and aligns with the marketing.
Don'ts
Don't rush into the
marketing part without having a team to follow up properly. Understand that the
campaign isn't over until you have a buyer, getting their attention is just the
first part.
5.
Strike a Balance between Value and
Entertainment
Dos
Realise that while
fun is good for grabbing the buyer's attention, it is ultimately the value you
provide that will decide the usefulness of your product or service.
Don'ts
Don't focus solely on
the entertainment factor and ignore the value. Also don't focus too much on the
value that you forget to have fun.
Account-based Marketing is honestly the future of marketing in B2B companies. It's smart,
honest work that goes in to build sustainable relationships which are better
suited to the provider and buyer both.
0 Comments