If you’ve mastered the basics of building and implementing an account-based marketing campaign, it’s time to dive into some ABM best practices to take things to the next level.
As much as launching an ABM campaign takes a good amount of work, you’re not quite done yet — there’s more that can be done to increase the chances of success!
If your account-based marketing campaign is off the ground, but you’re looking for ways to optimize it, this is the guide for you. We’re going to walk you through six account-based marketing best practices that might be just what you need to start getting the results you want.
6 ways to amplify your account-based marketing strategy in 2023
To reach your account-based marketing goals, getting an overview of some of the best practices is essential. With all the hard work a successful campaign can require, making sure you’ve got an arsenal of great tips and tricks for your strategy can be a big help. You can adopt one or two of our suggestions as needed or go for all six of our top picks!
Create SMART goals to focus your ABM priorities
SMART goals can be a helpful way to prioritize your ABM campaign, but what are they? SMART stands for Specific, Measurable, Achievable, Realistic, and Timely and it’s a way to remind yourself of the questions you should be asking to avoid setting vague and flimsy goals. Using the SMART method, you can ask yourself:
- Are my goals specific and well-defined?
- Do I understand how to measure my goals?
- Are my goals achievable?
- Are my goals realistic?
- Do my goals have a timeline?
Doing this can help make sure your campaign goals are truly actionable and achievable. Without reviewing the SMART goals checklist, it’s easy to gloss over steps, and doing so has the potential to mess up your entire campaign. For instance, if you aren’t thinking carefully about your timeline, you might end up missing projections and internal deadlines that could negatively affect your campaign.
Select the right marketing channels for your audience
So much of account-based marketing relies on tailoring your content and outreach efforts around speaking to a specific audience. But what happens if you choose the wrong marketing channel? All of the account-based marketing research you do can’t properly help you if you’re not directing your efforts to the right place.
One way this might happen is if you launch targeted ads for your campaign on a handful of popular websites. The problem? While the popular websites you’ve chosen do indeed receive a ton of traffic putting a lot of eyes on your ads, the vast majority of people on the sites have no interest in your product.
Make sure your research guides the channels you choose, not merely the audience you target — these two factors go hand in hand. Look for marketing channels specifically designed to reach the people you want to talk to. That might mean choosing channels that reach fewer people overall, but far more of your targeted audience.
Capture (and hold) attention with video content
Video content is another great account-based marketing approach that can help you improve your campaign’s performance. To make sure you’re getting the most out of your video content, however, you’ll want to be mindful of both how engaging the content is and where it lives. It’s not enough for your video content to grab your audience’s attention, you want it to hold it as well. Rely on in-depth research about your target audience to inform your video content strategy Try to answer specific questions that your audience might have about your product or industry in a quick and snappy way. Once you’ve got your video, you can figure out the best place to host it.
In addition to hosting video content on landing pages and microsites, you might also want to explore using video in email marketing, direct communications, or organic social media content.
Leverage the power of personalization
Finding new and creative ways to personalize your campaign can help improve its chances for success (and you can learn about that in even greater detail in our ABM Guide).
Generic messages aren’t likely to improve the overall efficacy of your campaign — when it comes to account-based marketing best practices, customization is key. You’ll want to leverage any research you’ve done on your target audience to make sure you’re speaking directly to their key areas of interest and concern. This is equally important whether you’re bringing in new business or strengthening your existing relationships. Instead of trying to rehash existing content, look for new ways to better engage with your audience. Drill down into the specifics of their interests and, if possible, look at any trends in your campaign for inspiration.
Notice people being drawn to a particular area of your site? Try beefing it out with additional helpful info. Alternatively, is there a portion of your site or campaign that’s lagging behind the others? It might be a good time to revamp it so you can better address your audience.
Craft engaging digital experiences with custom microsites
Custom microsites can be a crucial part of your overall ABM strategy. Because a solid ABM campaign requires an emphasis on customized content, it only makes sense that you’d want to host that content on custom microsites as well. This can help you more cleanly and easily track the data you collect on these sites which in turn can help better inform your strategy.
Hosting solutions like Zoomforth can not only help ensure your sites have a slick design that stays on brand, but they even offer real-time data analytics. That means you can make sure your content is as engaging as you hope and allows you to pivot more easily if you need to make updates to it to improve traffic and conversion.
Track your progress continuously and adjust as needed
Tracking your progress and making adjustments is one of the most important account-based marketing strategies you can use. ABM campaigns that don’t continually make performance-based tweaks to optimize are unlikely to do as well in the end. The long-term success of the hard work a campaign requires means carefully tracking metrics like downloads, lead scores, email open rates, and more.
One good way to keep track of all that information is with something like a KPI scorecard. Compiling your data this way can make it easier to share among your teams and can even make it easier for you to pivot if you don’t see the results you want. It’s important to remember that account-based marketing puts a heavy emphasis on constantly learning and evolving. It’s not a failure if you need to make a change — it’s a sign you’re tuned into your prospective clients’ needs!
Kickstart your account-based marketing campaign with personalized microsites from Zoomforth
Armed with our suggestions for amplifying your account-based marketing campaign, you can get started applying them with help from Zoomforth.
Zoomforth is a great solution to your microsite hosting needs, making it easy for anyone on your team to create a site thanks to its handy drag-and-drop tools. Zoomforth also offers tons of access to 18-hour, live support and helps ensure all of your sites are on brand. So what are you waiting for? Request a demo today.