B2B NewsPet industry newsFine-tune your ABM programme for success

Fine-tune your ABM programme for success


- Advertisment -spot_img

By now, any B2B marketer worth their salt understands the ins and outs of Account Based Marketing. But creating an outstanding ABM programme, one that exceeds every expectation and delivers exceptional results, is a challenge that many have yet to master. Outstanding ABM programmes go far beyond the typical frameworks of a marketing campaign, blending sales and marketing, rigorous research, and highly creative and targeted messaging to inspire, engage and wow each prospect.

How can you optimise your ABM for success? Here’s our top 3 recommendations to help you ensure your ABM campaign hits the mark.


The devil is in the detail 


You wouldn’t start a road trip with an empty fuel tank so why do so many B2B marketers undertake their ABM campaign without first undertaking the right research into their audience? These insights lay the foundation for your campaign and have the power to make or break it.

It’s important to understand exactly what is happening in your prospects’ hearts, minds, and markets right now. This means utilising forensic levels of research and analysing intent data to determine your prospects’ challenges, goals, personality profiles, preferred channels, topical interests, and any other information which will support your messaging and approach – so you can select the perfect key accounts for your campaign. 

Top tip: Don’t get tunnel vision with your research. Learn as the campaign goes along and adapt your messaging and approach accordingly.


Don’t go it alone 


Whilst ‘marketing’ might be right there in the title, ABM is not just a marketing venture. Your sales teams have so much to give if you let them. Involving sales in the research process will prove invaluable in helping to gather the insights you need to identify which prospects are worth your time, energy and resources.

Your sales teams have extensive experience speaking directly to prospects, which means they have a deep understanding of their goals, challenges, common objections, and the messages that will resonate with them the most. Ensure sales and marketing are in alignment so you can harness all of these insights, and use them to inform your strategy.

Top tip: Read this tip-sheet to discover how you can generate campaign excitement with your sales team.


You can never get too personal


In the world of B2C, the rise of retargeted advertising based on online behaviour doesn’t sit right with a lot of people. In B2B, getting up close and personal with your prospects is what will make you stand out from your competitors.

Your research should provide you with a wealth of insights into your prospects’ needs, desires and challenges – so, make sure you use them! This means addressing your prospects boldly and directly, such as stating “I know you are looking for a new payroll software solution” or “I noticed you watched a webinar on reducing cybersecurity risks last week”. The key is to be candid about what you know, how you can help and why.

Top tip: Utilise intent data to develop a comprehensive understanding of your prospects’ interests, and don’t be afraid to use this information to your advantage.


Supercharge your ABM strategies 

At Really B2B, we’re experts in ABM, picking up Best use of ABM and Best use of Customer Insight at last year’s B2B Marketing Awards. From forensic levels of research, through to meticulous planning, and on to accurate ROI calculations, our team of specialists combine their knowledge and expertise to ensure the best outcomes for your business.


To discover how we can help your business to fine-tune your ABM programme for success, speak to one of our experts today on 0207 970 4123.


Source link


Please enter your comment!
Please enter your name here

Latest news


上海海洋大学的历史可上溯至1912年成立的江苏省立水产学校。2006年,位于杨浦区军工路的上海海洋大学前身——上海水产大学,积极响应上海市教委号召,成功组织了“阳光体育大联赛”。宣传、动员过程中,学校 Source link

「贵州日报·教育」聚势赋能 提质扩容——贵州财经大..

2023年11月21日贵州日报16版(点击图片,阅读全文)全省高等教育高质量发展大会对当前和今后一个时期全省高等教育工作作出部署,描绘了新时代贵州高等教育发展的新蓝图,干货满满、令人鼓舞、催人奋进。风 Source link


来源:新华社新华社台北11月6日电(记者刘斐石龙洪)台湾“历史教育新三自运动协会”6日在台北举行记者会,批评民进党当局为达成不可能实现的“去中国化”政治目的,进行不负责任的“去古文化”教育,牺牲学子们 Source link


8月13至16日,受中交疏浚邀约,来自云南怒江崇仁完小的19名师生代表来到上海,参加为期四天的“中交助梦?看世界”暑期访沪交流活动。崇仁完小坐落于海拔2000多米的横断山区。该校师生总共327人,学校 Source link
- Advertisement -spot_imgspot_img

Bronchitis in Dogs: Signs, Causes, & Treatment (Vet Answer)

The information is current and up-to-date in accordance with the latest veterinarian research. Learn more » In dogs,...

Symptoms, Diagnosis and Treatment – Dogster

Astra, the 6-year-old Cocker Spaniel exhibited several vague clinical signs like not eating every few days and occasional...

Must read

Offset Shares a Video of Cardi B Giving Birth to Baby Kulture

What was expected of her was the same thing...

Lady Gaga and Cardi B Meet at the Grammys

What was expected of her was the same thing...
- Advertisement -spot_imgspot_img

You might also likeRELATED
Recommended to you