Drive Growth with ROI Focused Account-based Marketing

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The best-fitting clothes are often tailor-made – the same logic extends to marketing.

Account-based marketing is sharp and efficient as it involves promoting your product to your best-fit, high-value accounts who are most likely to convert – no generic communications, no vague marketing taglines. Since the accounts are known, the messaging can be personalised to a granular level, effectively creating a one-to-one relationship and increasing the chances of sales.

When it comes to generating high ROI in B2B, Account-Based Marketing is a popular choice as it allows weeding out the less valuable accounts early on in the marketing stages and instead focusing on creating personalised experiences for select customers. As a result, you are bound to see greater ROI and a boost in customer loyalty.  

In this article, Intent Amplify - a dynamic and young B2B lead generation company, will talk about how you can drive growth with ROI-focused Account-based marketing and maximize the return on investment of your marketing efforts.

How do you identify ‘key accounts’ for an ABM strategy?

To efficiently drive an ROI-focused Account-Based marketing campaign, you need to correctly Identify key accounts. This is an important first step as the results are dependent on how well you have curated your accounts. Here are some ways you can identify key accounts:

1. By knowing the goal of your campaign: Identifying goals is the first critical step in naming the key accounts for ABM. ask questions such as, “Will these accounts help fulfil your business objective?”  to make it easier to select the right accounts to focus on.
2. By building ICPs: An ideal customer profile is the company’s version of an individual buyer persona which comprises characteristics such as industry, company size, technographics, and location. This helps define the type of account that is an ideal fit for your products or services. 
3. By looking beyond immediate revenue: Consider accounts with long-term potential as loyal customers or strategic partners.
4. By exploring your existing pipeline: Identify accounts already engaged with your business and actively progressing through your sales process.
5. By seeking strategic alliances: Partner with other companies to jointly offer products and services, creating new key account opportunities.

Account Based Marketing can make your campaigns a lot more effective.

The market today is highly competitive, making a strategic account-based marketing plan essential for any business looking to increase its customer base and expand its reach. Companies can drive revenue and maximise impact by personalising their messaging and optimising their spending. Here are some first-hand benefits of ROI-focused account-based marketing for your business.

1. Helps keep the Sales and marketing team on the same page

The sales and marketing teams – as brotherly as they sound – are also the ones to be frequently at loggerheads. This happens due to the gap between what the marketing team communicates and what the sales team delivers.

By adopting an ROI-focused account-based marketing strategy, your sales and marketing teams have the transparency to collaborate towards a common objective-acquiring and nurture high-value target accounts. This fosters communication, enhances efficiency, and leads to better overall business outcomes.

1. Encourages efficient utilization of resources:

Traditional broad-based marketing campaigns often stretch resources thin, leading to a one-size-fits-all approach. ABM, in collaboration with aligned sales and marketing efforts, focuses on quality engagements. This teamwork tailors messaging for specific needs, avoiding distractions for sales teams and generating higher-value communications with prospects. 

1. Employs data to make informed decisions

Collaborating with sales and customer success teams gives marketers access to data that is comprehensive enough to create more effective Ideal Customer Profiles. Data from existing customers and market research informs targeted campaigns towards accounts similar to successful ones. Additionally, insights from ongoing ABM campaigns optimize new strategies for target accounts. These contribute to the success of an ROI-focused account-based marketing.

1. Shortens Customer Lifecycles and Accelerates Sales Cycles:

ABM facilitates outreach to high-potential accounts, influencing decision-makers before direct interactions with sales representatives. Targeting various contacts within an account ensures comprehensive coverage, accelerating sales cycles by distributing tailored content to key decision-makers, influencers, and champions.

1. Improves personalization:

ABM campaigns, built on sales and marketing alignment and data-driven insights, enable highly personalized content. With a deeper understanding of target accounts, campaigns can address specific business requirements, strengthening relationships and creating a personalized touch.

1. Increases engagement:

ABM content aims to engage and entice recipients by providing actionable solutions to identified problems. Research on existing customer accounts and collaboration between sales and marketing ensures that the content resonates with the needs of the target accounts, leading to increased engagement.

1. Enhances Return on Investment (ROI):

ROI-based ABM's impact on shorter sales cycles and increased engagement provides a measurable ROI. Efficient resource use, coupled with higher sales volume, leads to revenue tied directly to ABM campaign performance. Higher conversions, lower acquisition costs, and increased sales growth contribute to a higher overall ROI.

1. Expansion of business through customer relationships:

ABM can not only prove to be valuable for acquiring new customers but also for strengthening relationships with existing ones. Collaborating with customer success teams allows for targeted efforts to cross-sell or upsell, leading to repeat sales and higher retention rates.

1. Helps automize processes:

Advancements in technology and marketing automation tools facilitate the implementation of ABM strategies. Automation, based on account activity and engagement, ensures timely responses and notifications. Dynamic content delivery and personalized calls to action further enhance engagement through the marketing technology stack.

In conclusion, a strategic ROI-based Account-based Marketing plan is essential for businesses aiming to navigate the competitive landscape, offering a pathway to increased customer acquisition, improved customer relationships, and a more efficient allocation of resources. 

We at Intent Amplify, always abide by the best practices of ABM to drive growth and improve your ROI.

We're eager to hear your thoughts and experiences! Share your successes, challenges, or questions in the comments below.

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