What are the best practices for using account-based marketing to prospect new clients?

Account-based marketing (ABM) is a strategic approach to sales that focuses on targeting and engaging specific accounts that match your ideal customer profile. ABM can help you prospect new clients more effectively, as it allows you to tailor your messaging, content, and offers to their needs, challenges, and goals. In this article, you will learn some of the best practices for using ABM to prospect new clients and grow your sales pipeline.

1 Identify your target accounts

The first step in ABM is to identify your target accounts based on criteria such as industry, size, location, revenue, growth potential, and fit with your solution. You can use data sources such as your CRM, LinkedIn, industry reports, and referrals to create a list of high-value prospects that you want to reach out to. Ideally, you should prioritize your target accounts based on their level of interest, readiness, and influence.

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Chris Jones

Founder & CEO @ CANNABIS XPRESS | Professor | MBA
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Account-Based Marketing (ABM) is a strategic approach that focuses on targeting and engaging specific high-value accounts or clients. To effectively use ABM to prospect new clients, consider the following top three best practices: 1) Identify and Prioritize Target Accounts. 2) Develop Personalized Content and Messaging. 3) Implement Multi-Channel Engagement Strategies. Continually measure and optimize your ABM efforts. ABM is an iterative process, and you should adapt your strategy as you learn more about your target accounts and their responses to your campaigns. This may involve ongoing analysis of data, feedback from the sales team, and a commitment to refining your approach to ensure you're effectively prospecting new clients.

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Eyal R.

Head of GTM @ Forwrd.ai - Optimizing GTM with Predictive AI | Ex-Dropbox, Intercom
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5 key points for using ABM to target and engage potential clients: 1. Define your ICP: Know your ideal clients' industry, size, and needs. 2. Sales & marketing teamwork: Work together to find the best clients and create personal strategies. 3. Personalized messages: Show you understand clients' needs and offer solutions. 4. Use multiple channels: Connect via email, social media, and events with consistent messages. 5. The most important point is learning and adapting: Continuously improve your approach based on results.

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2 Research your target accounts

The next step in ABM is to research your target accounts in depth to understand their pain points, goals, decision-makers, influencers, and buying process. You can use tools such as Google Alerts, social media, company websites, and third-party databases to gather relevant information and insights about your prospects. The more you know about your target accounts, the better you can tailor your value proposition and communication strategy to them.

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Eyal R.

Head of GTM @ Forwrd.ai - Optimizing GTM with Predictive AI | Ex-Dropbox, Intercom
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Free Tools: 1. Google News: To find information about companies, key people, and recent news. 2. Social media platforms: LinkedIn, Twitter, and YouTube provide insights into a company's culture and updates. 3. Press releases: Many companies publish press releases on their websites, blogs, YouTube or through news outlets, providing valuable information. Paid Tools: 1. LinkedIn Sales Navigator: This premium tool helps you find and connect with key decision-makers at your target accounts. 2. Appollo.io: offers detailed company profiles and contact information for sales and marketing purposes. 3. Crunchbase: This database focuses on startups and private companies, providing information on funding, key personnel, and industry.

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3 Create personalized content and offers

The third step in ABM is to create personalized content and offers that address the specific needs and interests of your target accounts. You can use formats such as ebooks, whitepapers, case studies, webinars, videos, and podcasts to showcase your expertise, credibility, and value. You can also use personalization elements such as names, logos, images, and testimonials to make your content and offers more relevant and engaging. The goal is to provide value and education to your prospects and position yourself as a trusted advisor.

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4 Reach out to your target accounts

The fourth step in ABM is to reach out to your target accounts using multiple channels and touchpoints. You can use email, phone, social media, direct mail, events, and referrals to connect with your prospects and start a conversation. You should use a consistent and coordinated approach across all channels and align your messages with the buyer's journey. You should also use tracking and analytics tools to measure the effectiveness of your outreach and optimize your campaigns.

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5 Nurture your target accounts

The fifth step in ABM is to nurture your target accounts until they are ready to buy. You can use automation tools such as email sequences, chatbots, and workflows to deliver timely and relevant content and offers to your prospects based on their behavior and interactions. You should also use human touchpoints such as calls, meetings, and demos to build rapport and trust with your prospects and move them along the sales cycle. You should also use feedback and surveys to gauge their satisfaction and loyalty.

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Eyal R.

Head of GTM @ Forwrd.ai - Optimizing GTM with Predictive AI | Ex-Dropbox, Intercom
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- Personalized communication: Treat each target account as a unique individual (as much as possible). Send them tailored emails and messages that show you understand their industry and specific challenges. Share content that directly addresses their needs and interests. - Exclusive value offers: Provide special offers, or early access to your products or services. Make them feel like they are getting something valuable that's exclusive to them. - Frequent engagement: Stay in touch regularly through emails, calls, and invitations to webinars or events. Keep them engaged and informed, and show that you're there to help. Make sure you provide real value with each interaction. A great example is HubSpot's Blog and YouTube channel.

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6 Close and retain your target accounts

The final step in ABM is to close and retain your target accounts. You can use techniques such as trial offers, discounts, testimonials, and referrals to overcome objections and close the deal. You should also use strategies such as onboarding, training, support, and upselling to retain and grow your target accounts. You should also use metrics such as retention rate, lifetime value, and advocacy to measure the success of your ABM efforts and identify areas for improvement.

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Eyal R.

Head of GTM @ Forwrd.ai - Optimizing GTM with Predictive AI | Ex-Dropbox, Intercom
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To do this, always provide excellent customer service, fulfill promises, and be there for them when they need help. Keep nurturing the relationship, showing your customers you value their business, and regularly check in to ensure they're satisfied with your product or service. Building trust and delivering on your commitments will make the real difference to close and retain customers.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the best practices for using account-based marketing to prospect new clients?

1

2

3

4

5

6

7

1 Identify your target accounts

2 Research your target accounts

3 Create personalized content and offers

4 Reach out to your target accounts

5 Nurture your target accounts

6 Close and retain your target accounts

7 Here’s what else to consider

Sales Management

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What are the best practices for using account-based marketing to prospect new clients?

1

2

3

4

5

6

7

1 Identify your target accounts

2 Research your target accounts

3 Create personalized content and offers

4 Reach out to your target accounts

5 Nurture your target accounts

6 Close and retain your target accounts

7 Here’s what else to consider

Sales Management

Rate this article

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