Introduction

Account-based marketing or ABM is a powerful strategy that has been gaining popularity in recent years. Instead of trying to reach a wide audience, ABM focuses on identifying individual accounts and creating a personalized marketing approach for each of them. This helps to boost engagement, build stronger relationships, and ultimately increase sales. In this article, we will briefly discuss the importance and benefits of ABM strategies in boosting sales in 2022.

The Importance of ABM Strategies

The traditional approach to marketing involves targeting a large audience with a generic message. This can be effective in some cases, but it often results in low engagement rates and a low return on investment. ABM, on the other hand, is highly targeted and personal. By focusing on individual accounts and creating a personalized marketing approach, you can build stronger relationships and improve your chances of making a sale.

ABM is particularly important for businesses that are selling high-value products or services. In these cases, it's essential to build strong relationships with potential customers and show them the value that your product or service can offer. ABM allows you to do this by tailoring your marketing efforts to the specific needs and challenges of each account.

The Benefits of ABM Strategies

• Improved engagement: By creating a personalized marketing approach for each account, you can improve engagement rates and build stronger relationships with potential customers.


• Increased sales: By focusing on individual accounts and building strong relationships, you can improve your chances of making a sale and increase your overall sales revenue.


• Better ROI: ABM can be a more cost-effective approach to marketing than traditional methods that target a wide audience. By focusing on individual accounts, you can reduce your marketing spend and improve your return on investment.


• Better alignment between sales and marketing: ABM requires close collaboration between sales and marketing teams. By aligning these two groups, you can ensure that your marketing efforts are well-targeted and that your sales team is well-equipped to close deals.

Overall, ABM is a powerful strategy that can help businesses to boost engagement, build stronger relationships, and increase sales. By focusing on individual accounts and creating a personalized marketing approach, businesses can improve their ROI and outpace their competition.

Interested in learning how ExactBuyer's ABM solutions can support your sales efforts? Contact us here.

Strategy 1: Customized Content

Personalized content can be a highly effective tool for targeting the right accounts and increasing engagement. By tailoring your messaging to specific companies or individuals, you can demonstrate that you understand their unique pain points and are equipped to provide the solutions they need.

How Personalized Content Can Help You Target Accounts

One of the key ways that personalized content can help you target accounts is by allowing you to tailor your messaging to specific industries or verticals. By creating content that speaks specifically to the challenges and opportunities facing companies in a particular sector, you can demonstrate that you are an expert in their field and better positioned to help them achieve success.

Another way that personalized content can help you target accounts is by allowing you to segment your audience based on factors like job title, company size, or location. By grouping your prospects into different buckets, you can create content that addresses their specific needs and interests, leading to greater engagement and ultimately, more conversions.

How Personalized Content Can Help Increase Engagement

Personalized content can also be a powerful tool for increasing engagement with your target accounts. By creating content that speaks directly to their pain points and interests, you can capture their attention and keep them engaged for longer periods of time.

Another way that personalized content can help increase engagement is by creating a sense of exclusivity or privilege. By offering customized content to a particular account or group of accounts, you can make them feel special and valued, which can increase their level of engagement and ultimately, their likelihood of converting.

• Personalized content allows you to tailor your messaging to specific industries or verticals


• You can segment your audience based on factors like job title, company size, or location


• Personalized content can capture and maintain your targets' attention for longer periods of time


• It increases engagement by creating a sense of exclusivity or privilege

Strategy 2: Social Media Advertising

Social media platforms have become a vital part of our everyday lives, and leveraging them for advertising purposes can be an effective way to reach potential customers. Here are some of the advantages of using social media advertising to increase brand awareness and drive targeted traffic:

• Increased Reach: Social media platforms have millions of active users, making it easier to reach a wider audience.


• Targeted Advertising: Social media advertising allows you to target specific demographics, interests, behaviors, and more, ensuring that your ads are reaching the right people.


• Cost-Effective: Compared to traditional advertising methods, social media advertising is relatively inexpensive and can be tailored to fit any budget.


• Better Engagement: Social media ads can be interactive and engaging, allowing potential customers to interact with your brand in a more meaningful way.


• Improved Conversions: Social media advertising can help drive traffic to your website, increasing the likelihood of conversions and ultimately boosting your ROI.

In conclusion, leveraging social media platforms for advertising purposes can be a powerful tool in increasing brand awareness and driving targeted traffic to your website. With its increased reach, targeted advertising options, cost-effectiveness, engagement opportunities, and improved conversions, it's no wonder why social media advertising has become a popular choice for businesses of all sizes.

Strategy 3: Account-Based Website Retargeting

Account-Based Website Retargeting is a powerful marketing tool that helps keep your brand top-of-mind and boosts conversion rates. When a potential customer visits your website or landing pages, they leave behind valuable data that can be used to retarget them with relevant ads.

How Retargeting Campaigns Help Keep Your Brand Top-Of-Mind

Retargeting campaigns are a great way to engage with potential customers who have already shown interest in your brand. By targeting ads to these individuals, you can keep your brand top-of-mind and increase the likelihood that they'll convert.

One of the key advantages of retargeting campaigns is that they allow you to deliver highly targeted ads to specific individuals based on their interests and behavior. This means that you can tailor your messaging and offers to each person, increasing the relevancy and effectiveness of your advertising.

How Retargeting Campaigns Boost Conversion Rates

In addition to keeping your brand top-of-mind, retargeting campaigns can also help boost conversion rates. This is because they allow you to reach individuals who are already familiar with your brand and potentially further along in the buying process.

Studies have shown that retargeting campaigns can be highly effective at increasing conversion rates. In fact, retargeted visitors are 70% more likely to convert than those who are not retargeted.

• Retargeting campaigns remind potential customers of your brand and products


• Retargeted visitors are more likely to convert than those who are not retargeted


• Highly targeted ads increase the relevancy and effectiveness of your advertising

Overall, account-based website retargeting is a powerful tool for keeping your brand top-of-mind and boosting conversion rates. By delivering highly targeted ads to individuals who have already shown interest in your brand, you can increase the likelihood of converting them into customers.

Strategy 4: Direct Mail

Direct mail campaigns can be a highly effective strategy for reaching key decision-makers and creating a lasting impression. Personalized direct mail campaigns have several advantages that can be leveraged for successful ABM:

Advantages of Personalized Direct Mail Campaigns

• Highly targeted: Direct mail allows for highly targeted campaigns, with the ability to select specific companies, individuals, and locations to reach.


• Higher response rates: Personalized direct mail has been shown to have higher response rates than generic, non-personalized mail.


• Differentiation: Direct mail can help differentiate your company from competitors and create a lasting impression.


• Multi-sensory: Direct mail engages multiple senses, including touch, sight, and sometimes even smell, which can make it more memorable.


• Integrated with digital: Direct mail can be integrated with digital marketing efforts to create a cohesive ABM strategy.

When creating a direct mail campaign, it's important to carefully target your audience and consider the messaging, design, and format of your mailer. By leveraging the advantages of personalized direct mail campaigns, you can create a memorable impression on key decision-makers and move them further along the buying decision process.

Strategy 5: Sales and Marketing Alignment

Importance of aligning sales and marketing efforts

The alignment of sales and marketing efforts is crucial for understanding customer behavior and increasing conversion rates. Without alignment, the two teams may have different strategies and goals, resulting in wasted resources and missed opportunities.

When sales and marketing teams are aligned, they can share insights and data to create a unified view of the customer journey. This allows for better targeting, messaging, and lead nurturing efforts, leading to increased conversion rates and higher ROI.

• Alignment allows for a more accurate understanding of customer behavior and preferences, leading to better targeting and messaging


• Shared data and insights lead to more effective lead nurturing efforts, resulting in increased conversion rates


• Alignment leads to better collaboration and communication between teams, reducing wasted resources and missed opportunities

Overall, aligning sales and marketing efforts is essential for any organization looking to improve their conversion rates and drive success.

Conclusion: Why You Need to Implement ABM Strategies in 2022

Account-Based Marketing (ABM) has emerged as a powerful marketing strategy that can help businesses to target and engage high-value accounts. It is a personalized approach that allows sales and marketing teams to align their efforts and focus on the specific needs and pain points of their prospects.

If you want to achieve better results and boost your sales in 2022, implementing ABM strategies is essential. Here are 5 critical ABM strategies that you should consider:

1. Target High-Value Accounts

Identify the accounts that are most likely to drive the growth of your business and focus your efforts on them. ABM helps you to create personalized campaigns, messages, and content that resonate with your target accounts and speak to their specific needs, interests, and pain points.

2. Use Audience Intelligence and Data Insights

Use real-time contact and company data to understand your target accounts, their behavior, and preferences. This information can help you to create more effective messaging and offer personalized experiences that drive engagement and conversions.

3. Engage with Decision-Makers and Influencers

Identify the key decision-makers and influencers within your target accounts and build relationships with them through personalized outreach and engagement. ABM helps you to focus your efforts on the people who matter most and get your message in front of them at the right time and place.

4. Develop Custom-Targeted Content

Create content that speaks directly to the needs and interests of your target accounts. ABM allows you to personalize your messaging and offer targeted content that addresses their specific pain points and challenges.

5. Measure and Optimize Your Campaigns

Use data and analytics to track the performance of your ABM campaigns and identify areas for improvement. ABM helps you to measure your returns on investment (ROI) on a targeted account basis and optimize your campaigns for better results.

By implementing these ABM strategies, you can achieve better sales results and grow your business in 2022. Don't wait any longer and start implementing ABM today!

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