ABM tactics come in all shapes and sizes. From emails to strategic retargeting, the best ABM tactics have a few things in common. They’re the industry’s best-kept secrets, and we’re going to let you in on what they are.
What are account-based marketing tactics for B2B?
Broadly speaking, ABM tactics are a focused growth strategy in which Marketing and Sales teams collaborate to create personalized buying experiences for a set of high-value accounts. Diving a bit deeper, ABM strategy and tactics examples can look like personalized emails, white papers, thought leadership, retargeting campaigns, social ads, and more. At the end of the day it’s about what will help move qualified sales leads through the sales funnel.
You can start by dipping your toe in the ABM tactics pool, but we recommend diving in head first and seeing what proven ABM tactics can do for you and your business.
Let’s take a look at some ABM tactics that actually work.
Not everything is a sure bet. Just like in traditional marketing, you need to stop and think before you can find the right ABM tactics that drive results. Below, we’ll look at five ABM strategy and tactics examples that can do just that.
Bring your marketing and sales teams together.
It may seem obvious, but these two teams have a lot to do with the ABM process. They are where your B2B account-based marketing tactics start and end, literally. While they are separate teams, when they are working together, in constant contact, they can be much more effective. If you want ABM tactics that drive results, you’ll want to make sure your marketing and sales teams are in lockstep, dancing a perfectly choreographed waltz, right into your target audience’s heart.
Personalize, personalize, personalize.
There’s something to be said for giving things, even marketing, a personal touch. This extends to the realm of account-based marketing as well. Clever ABM tactics can be as simple as personalizing content for your target audience, or a specific target account. ABM strategies and tactics revolve around the theory that showing your consumer you’re paying attention to them and their needs, pays dividends. This can be as simple as an email referencing a recent notable article or business achievement. Or you could go big and create a whole white paper about their industry or vertical. It doesn’t take much, but a small effort, or even a big one, can go a long way.
Social media isn’t just for B2C anymore
For some reason, people seem to think that account-based marketing tactics in 2023 don’t include social media. We’re flummoxed as to why people would think that. Social media is a key marketing tool for B2B just as much as it is for B2C at this point. Effective ABM strategies and tactics regularly include robust social campaigns as part of their plans. Clever ABM tactics look to meet their target audience where they are. This includes scrolling on social media at midnight when you can’t sleep. Or, let’s be honest, scrolling until your legs go numb in the bathroom. Don’t let our potty talk turn you away now, we’re just being real here.
That’s another advantage of social media when it comes to B2B account-based marketing tactics. It’s a chance for your product or brand to be its most authentic self, not shy away from the realities of peoples’ day-to-day lives.
Content is king
If you’ve heard it once, you’ve heard it 1,000 times. Content is king. Whether you’re B2B or B2C, if you don’t have compelling content, you’re dead in the water. The best ABM tactics incorporate memorable content. What makes content memorable? That’s the million-dollar question. It can be as simple as making something personalized (that’s why we gave it its own section above), it can be high production value, it could be an insightful article. The list is endless. The common thread is that quality content elicits a response from its consumer. It sparks something in them that makes them remember. Not all clever ABM tactics are proven ABM tactics. But all proven ones drive results.
Effective account-based marketing tactics 2023 style
ABM and marketing in general are ever-evolving forms of media. What was hot in the 90s would be gawked at today. What were once considered ABM tactics that drive results last year could be frowned upon and considered dated now. It’s imperative to keep up with trends and never let your marketing stagnate.
Building on our list from above, five more proven ABM tactics include:
- Create engaging events
- Send personalized direct mail
- Take advantage of retargeting
- Deep dive into robust data and analytics
- Find the right ABM automation tools
How to get started implementing ABM strategies and tactics today
Your first step to implementing ABM tactics that drive results is partnering with the right ABM agency. You need an agency with a robust data and analytics practice, who knows how to turn paid media into great ROI, and is an expert in the industry you’re working in.
All you have to do to find that agency is click this button below.