ABM Strategy

Improve Your ABM Skills By Sharpening These Seven Areas

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TLDR:

Success in ABM can be achieved if you follow a specific list of areas to play upon during some point in your ABM campaign.

Due to personalization improvements in the marketing sphere of business, the potential for ABM to be successful has skyrocketed. This is because the more personalized an ABM campaign is, the higher ROI. 

As such, ABM is entering into its own as the norm in marketing—moving from being a specialized skill to the marketing mainstream. Just as ABM is an agile marketing strategy by design, so too must the marketer be as fast as the strategy they practice. 

There are seven areas that can help marketers gain that agility faster.

The first of these areas is comprehending the technological landscape at play in ABM. More specifically, there are technologies that make personalization less of a hassle. This decrease in frustration means that time can be better spent on activities providing more value. For instance, a marketer might try a reverse IP lookup to identify an account and personalize accordingly. Less time identifying, more time personalizing.

Another area for gaining agility is understanding targets. Knowing exactly what they go through will allow you to personalize better. Contact current customers of your product and figure out why they’re customers in the first place. This eliminates unnecessary guesswork.

Next, research about an industry is always helpful for an organization to quickly respond to change if need be. It also allows marketers to know which accounts to target in an ever-changing competitive landscape across industries.

Following, finding creative ways to advance the interests of a brand is not just standard—it’s required to succeed in ABM. Targeting a relevant audience and breaking them up by segmenting in creative ways can give an edge. Be creative with personalization and other website interactions, such as custom chatbot experiences.

After, knowing which companies marketers are competing against in the ABM arena is a good idea. It’s not so much for marketers to exploit weaknesses of the competition, but if successful marketing actions can be mimicked and done better, why not?

Trying different channels and strategies are key to finding the whitespace in a market. Support these approaches and strategies with the appropriate data they require so it can be determined what’s successful and what’s not. 

Original article from Forbes on 11 March 2019. 

The ABM Journal

The ABM Journal was created because we got tired of sifting through all the noise about ABM and wanted to gather only the very best and useful Account-Based Marketing information in one place. In addition to our own research and insight, we aggregate executive level summaries, insights and takeaways—along with some of the top ebooks and other resources available.

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