Did you know that 99% of leads do not turn into clients? Account-based marketing can help! By aligning your marketing and sales efforts and targeting high-value accounts, your business can get leads that are more likely to convert into long-term partnerships. This handy guide offers some benefits of using an account-based marketing approach and a few tips to get you started.
The Benefits of Account-Based Marketing:
1. Keeps your marketing and sales teams in sync: Having your marketing and sales teams focused on the same goals, and keeping them informed every step of the way, will lead to success.
2. Builds long-lasting relationships: By identifying a specific point of contact within a company who is valuable to you and then personalizing content for them, you can connect more effectively. Personalized campaigns and content build trust over time.
3. Optimizes resources: Instead of casting a wide net like typical lead generation, account-based marketing targets fewer, highly valuable leads. This means the majority of your time, resources, and budget are going towards leads that are more likely to become customers.
4. Easily measures your return on investment: 85% of marketers say that account-based marketing delivers a higher ROI than other marketing methods. This is because account-based marketing is highly personalized, making the results specific and measurable.
5. Creates a better customer experience: From the customer’s perspective, account-based marketing delivers a personalized, long-term partnership. The marketing and sales teams working together provide consistent content and communication that curates a better customer experience.
How to Apply Account-Based Marketing:
1. Identify your ideal target accounts: The first step is to define your ideal customer—the ones who are long-term, profitable, fit your values, and are enjoyable to work with. Target leads that fit this profile instead of searching broadly for customers that might be a waste of your time and resources.
2. Create and implement personalization campaigns: To start a connection with a new lead, craft a personalized campaign for each one. Research the company, their needs and business goals, and how you can bring value and elevate their company.
3. Build and foster your new relationships: Account-based marketing is about creating a consistent customer experience and continuing to provide valuable content and communication. Having your marketing and sales teams in alignment throughout will help you successfully run your campaigns.
4. Measure and analyze: Analyzing your campaigns is critical, and with account-based marketing, the sales and marketing teams play an equal role. Good analytics provide you with specific results so you can adjust your practices as needed over time.