One Effective ABM Strategy to Try
You can use many ABM strategies or ABM tactics to maximize your Account-Based Marketing effectiveness. In fact, there are so many that it can become easy to get overwhelmed! Worse, many B2B marketers try too many different tactics at once, diluting their efforts and losing the focus that is key to success.
Because of this, we recommend researching the various ABM strategies available. Think about what might fit your organization and your prospective client base best. We also suggest focusing on just one or two tactics at a time and testing their effectiveness before moving on to the next.
One example strategy that works particularly well is using syndicated content. Content syndication is where you publish a piece of content – for example, a white paper, research study, or report – on platforms you don’t own. In B2B marketing, the content is usually gated, so readers must enter their professional details to access it. Once they enter their information, they will become a marketing lead you can nurture, typically via email.
Partnering with a trusted lead generation provider works particularly well when they own their platforms. They can effectively target your content to audiences on your ABM target account list (TAL) using transparent methods to generate high-quality leads.
This helps to maximize the number of relevant leads generated, who are more likely to engage with your content. They will also respond positively when you nurture them and be more willing to trust your messaging.
Common ABM Pitfalls to Avoid
As with any marketing strategy, Account-Based Marketing comes with its own set of potential pitfalls.
When using ABM to enhance lead generation, scoping out the accounts, you want to target and why is the first step to success. However, one of the common pitfalls we see is when marketers find themselves without a suitable target account list or one at all.
For example, your TAL may be too small to be effective, or the quality of your data may be unreliable or out of date.
An expert in ABM lead gen will be able to expand your pool of target accounts and help you create a suitable TAL based on your targeting requirements and campaign objectives.
For example, one common way to enhance your TAL is by creating 'lookalike' audiences to expand your list further. Plus, working with a trusted supplier will also give you confidence in the reliability of your TAL’s data, as they will be able to show you where the data has come from and how your lists have been created.
Our eBook, 5 Account-Based Marketing Pitfalls All B2B Tech Marketers Should Avoid, explores the common ABM mistakes we've seen over the years and gives you tips on how to avoid them and strategies for success.
Read Our ABM Pitfalls eBook