February 11, 2023
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Have you ever wondered how to generate qualified, sales-focused leads effectively?
If you are a general or business manager in the technology, logistics or consulting industry, this has most likely crossed your mind.
According to a HubSpot study, 61% of marketers consider generating traffic and leads to be their biggest challenge.
In addition, 68% of B2B companies struggle with high-quality lead generation, according to Demand Metric's content marketing report.
To solve this problem, the focus has shifted to Account-Based Marketing (ABM).
ABM is a strategy that involves targeting specific potential customers rather than a broader audience.
With ABM, you can generate highly qualified leads and improve sales conversion.
In this article, you will learn how to develop an effective ABM strategy for your company.
What is Account-Based Marketing?
Account-Based Marketing (ABM) is a marketing strategy that focuses on specific accounts rather than a broader market.
Rather than appealing to a broader audience, ABM focuses on the needs and wants of a specific customer.
According to Forbes, ABM is one of the most effective B2B marketing strategies, with 87% of marketers saying it generates a better ROI than other strategies.
>> How DTS World Cargo improved its commercial performance through our digital marketing strategy
Identify your target accounts
Before starting any ABM campaign, it is important that you identify your target accounts.
These are the companies you want as clients and with whom you want to work in the long term.
By identifying your target accounts, you can focus your marketing efforts on them to maximize your results.
According to Statista, 58% of B2B marketers consider account identification to be their biggest ABM challenge.
To identify your target accounts, you should consider aspects such as company size, industry, geographic location and business objectives.
Personalize your messages
Once you have identified your target accounts, it is important to personalize your messages.
Potential customers want to feel that you are speaking directly to them and that you know their specific needs.
According to a study by Epsilon, 80% of customers are more likely to make a purchase when their shopping experience is personalized.
Use multiple marketing channels
An effective ABM strategy should utilize multiple marketing channels to reach target accounts in the most effective way possible.
According to a HubSpot study, LinkedIn is the most effective marketing channel for ABM.
However, you should consider what is the most effective channel to reach your potential customers.
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Track and adjust your strategy
One of the most important parts of an effective ABM strategy is constant monitoring and adjustment.
You should regularly measure the success of your campaigns and make adjustments as needed.
To do this, you can use key metrics to measure the success of your ABM campaigns.
If you're not seeing the results you want, adjust your strategy and test to determine what works best.
>> How to measure the ROI of your digital marketing strategies and optimize your results
In short, developing an effective ABM strategy can be a difficult task, but by following these tips, you'll be on the right track.
Identify your target accounts, personalize your messages, use multiple marketing channels, constantly monitor and adjust your strategy as needed.
Remember that ABM is a long-term strategy, and the results may not be immediate, but eventually you will see the results you want.
As Jeff Bezos said, "If you build a great experience, customers will tell. Otherwise, they won't."
If you need help with your ABM strategy, do not hesitate to contact us at Innova Marketing Solutions, we are here to help you generate qualified leads focused on sales.
Schedule a call with us and let's start building that great experience together!
