8 steps to set up your account-based marketing strategy (+ recommended tools)

In the world of account-based marketing, start the sales process by selling directly to your most suitable, highest value accounts.

This means that time is wasted to try to market non -qualified leads that are not suitable for your company. You can move directly into the phases of the adaptation operation and the joy of your target accounts. Talk about efficiency, right?

Account-based marketing enables you to eradicate less valuable companies at an early stage and ensure that marketing and sales are fully aligned. In return, your team can go into the critical processes of the intervention and the enthusiastic target contendement much faster.

I recently sat down Tim Davidson And Dylan WingroveAccount-based marketers to discuss everything in relation to this strategy. Here you will find everything you need to know about account-based marketing.

Table of contents

What is account-based marketing?

Account-based marketing (ABM) is a strategic approach that focuses on high-quality accounts in a market or company. ABM strategies focus on creating personalized purchase experiences for better customer acquisition, relationship structure and business growth.

When I asked Dylan WingroveAssociate Director of Demand Generation packFor his personal definition he told me:

In other words, ABM helps your company to work with high -quality accounts and to communicate as if they are individual markets.

As with traditional marketing, you spend a lot of time personalizing your messages in order to be as specific as possible. This means that you really bend into individual pain points to talk directly about the needs of your leads.

For this post, I asked Davidson and Wingrove about the advantages of account-based marketing and the creation of a ABM strategy. But at first I think it is important that we spend a minute to check his relationship with another important strategy: inbound marketing.

Account-based marketing and inbound marketing

Batman and Robin. Lebron and D-Wade. Peanut butter and jelly. Probably some of the strongest partnerships ever. These dynamic duos are forces you have to count on.

Similarly when they paired, Account-based marketing and inbound marketing have the power to make waves (the good ones) for your company.

You may be wondering: “How exactly does this partnership work?”

Well, we have just checked the definition of account-based marketing, as you have learned, ABM is a highly targeted strategy.

In the meantime, Inbound marketing is more fundamental – this methodology and Growth strategy Allows you to gain customers by creating valuable content, SEO and a wonderful customer experience.

Instead of interrupting your target group and customers (as you would do with outgoing marketing), you can give your audience the information you want if you want it.

Inbound lays the basis for a strong ABM strategy by enabling high-quality resource allocation of high-quality accounts.

Do you need both inbound marketing and account-based marketing?

You are probably asking yourself: “Do I need both inbound marketing and outbound marketing?”

I hear you. So I asked Wingrove what he thought. He told me he would not recommend starting a ABM strategy as an independent tactic. Instead, it works better in cooperation with other marketing strategies.

Here are some reasons to apply Abm and inbound marketing strategies in your company:

• Inbound marketing helps you to attract target accounts and then accelerate the flywheel So you can gain and delight these accounts with a remarkable customer experience.
• Inbound marketing forms the basis for a strong ABM strategy. ABM builds into a detailed inbound by enabling targeted and efficient resource allocation of high -quality accounts.
• With this combined approach you attract a wider group of potential customers than just one method.
• Their content has a two-to-one value-value can create and use content that operates both an ABM and an inbound strategy (e.g. adding a personalized case study for a target account that you also share on your website).
• Software – such as Account-based marketing instrument from Drift Kings Media – exists to simplify the implementation of ABM and inbound strategies in a complementary manner.

Tl; DR: Combine ABM and inbound marketing too grow better.

Advantages of order -based marketing

1. Keeps marketing and sales organized.
2. Maximizes the relevance of your company for high -quality accounts.
3. Delivers consistent customer experiences.
4. Measure your return on investment.
5. Strom lines for the sales cycle.
6. Expand your company through account relationships.

As I learned by chatting with Davidson and Wingrove, there are many advantages that are associated with accode -based marketing. I have made a list of the most important advantages based on what the experts told me.

1. If marketing and sales remain.

Davidson and Wingrove both made it very clear that the account-based marketing organized the sales and marketing team in a way that may otherwise not be possible.

Wingrove said it also reduces the friction between teams. He said: “There are no fights for inbound against outbound. And everyone works on the same strategic accounts that we pursue.”

I think we can all agree that cooperation and improved communication in every organization are advantageous for growth.

In account-based marketing, this transparency and orientation confirm that your marketing and sales teams:

• Focus on the same goals.
• Stick to the mutually agreed budget.
• Understand the specific roles of every internal stakeholder.

This orientation helps ensure that all communication, interactions and content for the accounts with which you work are consistent.

Regardless of how long an account works with your company, your team members can pick up where others have stopped at any time – this creates a seamless and delightful customer experience.

🧡 The easiest way to support the internal account orientation is with the help of software such as Lifting spotWhich makes the connection of your marketing and sales teams exceptionally easy.

2. maximizes the relevance of your company for high -quality accounts.

Account-based marketing requires that you personalize everything for every account in which you invest your resources. You create magic with:

• Personalized content
• Product information
• Clear communication
• Highly cut campaigns

For Davidson, this means using all tools available from personalized ads to dynamic target pages. This personalization and adaptation maximizes your relevance under these accounts.

This is because their content and interactions are tailored to them that shows them need to solve their challenges.

ABM enables you to wave your company in a way that makes it the most relevant and ideal choice for your target accounts. Or as Wingrove told me, your business keeps it first class. If a prospect is looking for a solution, they are there.

3. Deliver consistent customer experiences.

So that your ABM strategy is remarkable, I cannot emphasize this enough: You have to create a long-term feeling of joy in your accounts. Every account should feel as if you are the market of your company one.

Touch this by consistently offering and unique Customer experiences.

Wingrove told me that this approach was an essential part of the conclusion of sales. He said that user -defined offers give a reason to take meetings or to have a conversation. But it requires an all-hand-on decrease. “Sales and marketing have to work together very precisely to find out what is important for this customer to offer them,” he said.

You must confirm that all team members know where an account is on the buyer’s journey. Then deliver personalized and quick communication, campaigns, product information and price details.

4. Measure your return on capital.

With Accounto -based marketingYou can easily measure returns investment (ROI) for any account in which you invest your resources and time.

This is an advantage because you can confirm whether certain accounts in which you have invested are ideal for your company.

Then you can promote and delight these accounts in the long term in order to recognize and address similar accounts in the future. If your ROI proves the ABM tactics you use, use this data to advance your strategy.

5. Optimizes the sales cycle.

Depending on your company, your industry and your resources, the sales cycle usually looks like this:

1) Prospect → 2) Connect → 3) Research → 4) Events → 5)

With an account-based marketing, this cycle is optimized-indeed you will concentrate your efforts on certain high-quality target accounts, save time and resources.

This means that you have more time to concentrate on the phases of the cycle that have a positive effect on your end result:

1) Identify target accounts → 2) Target accounts → 3) Target accounts close to joy accounts

ABM optimizes your sales cycle by helping you to stay efficient.

Instead of experimenting with different tactics to potentiate and qualify a large pool of leads, ABM confirms that the accounts they target are the right ones for your company and vice versa.

The sales cycle is also optimized through your marketing and sales orientation as well as the consistent and personalized customer experiences you offer. And according to Wingrove, it can also shorten your sales cycle.

I don’t know anything about you, but that a shorter cycle is a definitive victory.

6. Extends your company through account relationships.

I think the expression “Quality over the crowd” applies for the account-based marketing. The process requires that you invest considerable time and resources in the inclusion and joy of a group of carefully selected high -quality accounts.

Instead of trying, this is instead of trying to close business with less qualified leads that may not fit the best for your company in the long run.

If you take the time to build up these trusting relationships with accounts, you expand business by keeping these valuable customers longer.

If you consider that it costs more to win customers than to maintain them, this has a positive effect on their end result.

In addition, due to personalized, thoughtful and constant customer experiences, your company will become loyal over time – and loyalty customers become their best marketers, promoters and brand lawyers.

In other words, your accounts will help you to expand your business between her Networks (e.g. partners or customers) via:

• Transfers
• Mundpropaganda marketing
• Certificates

First, let us cover the frame for the account-based marketing.

Account-based marketing framework

ABM works differently than a traditional sales funnel. Although ABM can be set up in various industries and company types, a general framework must be observed to ensure its effectiveness.

Here are the most important parts of an account-based marketing frameworks.

Marketing-Sales orientation

Aligning your sales and marketing team is crucial for the success of your ABM strategies. When I spoke to Davidson and Wingrove, both emphasized that marketing and sales must be in a comprehensive approach for ABM on the same side.

Davidson said: “Ideally, everything they do from the sales and marketing sites do them together.”

If you try ABM, sales and marketing organizations must agree:

• Resource assignment for each target account
• Roles and responsibilities to create a seamless transition for the customer between marketing and sales activities
• How to measure the success of ABM efforts

Account qualification

How does your company decide what a high -quality account is? You have to sit down and discuss this during a planning meeting with sales and marketing.

Creating an ideal customer profile for the accounts that your company wants to address is the key to answering this question and creating a ABM framework.

If you find out what a potential account qualifies, take these factors into account:

• Financial data – Think about how much income can be generated from an account.
• Scalability – Based on what you know about the business performance of the potential account, is there the potential to expand the account in the future? Consider additional offers that your company could offer to keep and expand the account.
• Competitive landscape – Who do your competitors sell? If you understand who is on the market for products and offers like yours, you can find future account options.

Approach of the market

As soon as marketing and sales are aimed at approach and which accounts are aimed at, it is time to create a contact point plan.

Understand exactly how a new customer would move through the sales process with a ABM approach.

While you are preparing for the market, you can find friction areas that need to be tackled, or areas with poor communication that can be strengthened.

Since a personalized experience in adcundering-based marketing is so important, your team would like to be looking for additional opportunities to give these accounts added value and offer a premium experience.

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Account -based marketing strategy

You need a solid strategy to get the best out of an account-based marketing approach. I think it is important to mention that from the start you do not have to practice full strength with your ABM strategy.

Wingrove suggested that a small, slower pace is best suited to get your ABM program going. Follow these steps to create an effective account-based marketing strategy.

1. Use a strategic accounting template.

Use A to combine your account-based marketing team Strategic accounting template. I like this free template because it helps you to outline your initiatives for every unique account, e.g. B. the following sections:

• Business overview.
• Important business initiatives.
• Customer relationship landscape.
• Customer products and income.
• Contoconal scabel analysis.
• Purchase process and sales points.
• Relationships and strategy.
• Sales, goals and risks.
• Action plan.

Download the free account-based marketing plan template

2. Secure organizational ABM orientation.

Orientation of the executive

One of the most important market-based marketing tactics is fairly simple.

Instead, it means getting it all Internal stakeholders on board with their account-based marketing strategy.

Wingrove and Davidson both mentioned that if their stakeholders like their managers are used to seeing a large number of leads in different reports, a tailor -made list is shocking.

Davidson explains it as follows: “Often happens when you go the ABM route and maybe the route for demanding regeneration before making. You are facing fewer accounts, fewer people.

If you have these conversations in advance, it makes it easier for your company to create consistent experiences for accounts. It is also ensured that your strategy is as efficient and optimized as possible.

And it removes potential disappointments and surprises.

Marketing and sales orientation

I know that I’ve already mentioned this, but the orientation of the marketing sales is crucial. In order to create a customer -specific shopping experience, a customer must have a seamless transition through the final sale.

For example, your VPS should secure organizational orientation for marketing and sales. This will contribute to the awareness of:

• Members of the marketing and sales team who are directly involved in the strategy.
• Members of the account committee committee and all other account interest groups.
• The difference of your company for each target account.
• ABM budget and resources.
• ABM targets and KPIs.

Both teams have to undertake to clarify communication and find a middle ground. In this way you can make sure that the marketing team acquires qualified leads for the sales team.

Forget not only marketing and sales to select other internal key players such as customer success representatives who should be aware of their ABM strategy and align themselves with a ABM strategy.

3. Build your ABM team.

If you are just starting with ABM, Wingrove and Davidson, both told me that it is best to create a small task force with a marketer and a seller. You can work together to find potential problems and generate ideas before concentrating on the execution of your ABM strategy.

If your efforts scale, this marketer could support more sellers. On average, a marketer can usually be in line with up to 10 sellers, and each seller can manage up to 10 accounts.

At least one marketer and a sales employee should be fully committed to the accounts with whom they work.

These people will create and publish content for accounts. You will also work to manage and hire business information with the purchasing committee.

4. Research and select your ideal set of target accounts.

As soon as you have selected your team and geared towards the approach, it is time for your company to address the right accounts and personas.

I asked Davidson how he did it. He said he started the data in his CRM or another data provider. Then you will better understand which accounts are on targets and can create customer personnel …

When creating customer personalities for an account-based marketing approach, marketing should be considered:

• The mission, vision and business goals of your ideal customer.
• If high-quality accounts are already dealing with the inbound approach of your company.
• The current phase of business maturity, company size and growth structures.
• Sales model and expenditure pattern.
• The tools and platforms that your ideal customer uses.

Next, check your findings and select your ideal series of high -quality target accounts to invest your time and resources in.

There are countless ways to choose key accounts. Here are some recommendations for getting started:

• Put search notifications for your ideal customer profile on LinkedIn.
• Create a workflow that incoming qualified leads based on certain criteria (e.g. CRM .
• Ask: “If we could replicate a deal from last year, what would that be?” Then use the features of this offer (such as industry, company size, value) to find other well -suited customers.
• Choose target accounts based on a certain industry or a specific geographical location.
• Check important companies and leads that use their content in detail and deal with a deal, but still!).
• Find the Lighthouse accounts that you can use as a reference.
• In this phase of the process, the most important thing is that marketing and sales agree on which accounts aim at.

According to Drift Kings Media Academy Professor Kyle Jepson, “If your marketer appeals to a list of companies and their sales employees work on another list, you will have an account-based mess.”

Take a look at this post to learn more about the selection of the right AMB accounts.

5. Complete accounting.

After you have decided which accounts are aimed at, it is time to create account plans. In this step, your marketing and sales teams work together to publish:

• Potential leads that you have to attract to reach your target accounts
• What content do you have to produce to get in touch with this audience?

Account-based marketing is a team performance.

Each account can be able to answer two important questions:

1. Who makes the purchase decision for this sale?
2. What content does you need for each member of this purchasing committee?

So make sure that marketing and sales ask the following questions while working out of container:

• Who do we need to know in every account? Who are the members of the purchase committee, decision -makers, influencers, blockers, end users and account interests?
• What content do we have to attract and engage for members (and other stakeholders)?
• With which channels will we pass on content with the right people in every account?
• How will we (marketers and sales employees) offer the right support in every phase of the strategy and sales process?
• How will sales help at the beginning and how will marketing support in later phases?

note: Save your account lax as recorded notes in your Drift Kings Media CRMGoogle Docs, Asana boardsponted news in LooselyAnd more to enable easy access and cooperation.

Here are some other tips and best practices with which you can make your ABM plans successful:

• Connect your various sales and marketing applications to all of yours ABM apps are aligned.
• Make sure that marketing and sales are aligning your product or service service promise for every account.
• Use A Template for marketing plan To ensure that your plan contains the details that your plan must be effective.
• Adjust every plan to the needs of this specific account.
• Create personalized content – or update existing content – so that it is tailored to every clear account.
• Adjust your assigned resources and your budget for every account.

6. Attach contacts associated with high -quality target accounts.

Next, you would like to attract the members of the purchase committee and the stakeholders of their target accounts.

You can attract contacts from your high -quality target accounts in some ways. I believe that it is important to mention two important tactics (but don’t worry, I’ll cover a few later): Lean to your employees and use your resources.

Employee networks

Depending on how long you may already have contacts for certain accounts in the business and in previous ABM work that you have carried out.

If you have no contact, take a look at your team. Wingrove mentioned that her team members probably have professional connections to LinkedIn or former colleagues in new companies.

Wingrove said that if his company can increase the number of contacts, close 20% more sales. So don’t sleep in the networks of your team members!

Inbound marketing and personalization

Ideally use the Inbound methodology They help you to win contacts that are connected to your target accounts by ensuring that your company is visible and is represented in these rooms.

The key to successfully attracting high -quality accounts is to personalize content for these accounts. This helps you to sharpen the brand awareness and maximize the relevance of the audience.

The attempt to get the visibility of your company across all available paths can be tempting. However, you get the best results about the most relevant channels for your target accounts and contacts.

Here are some GDPR-compliant recommendations to attract high-quality accounts:

• Ask current contacts, accounts and customers for recommendations.
• Include accounts on social media. Find out which platforms you are on, join the groups, contribute to discussions to which you are part of, and share helpful and relevant content that you have created.
• Send direct messages via social media, e -mail or post.
• LinkedIn is a popular platform for companies. Communicate LinkedIn Inmail Outreach without ever letting hub spot LinkedIn integration.
• Create a podcast or video series and invite a guide from the account to be a special guest. (Davidson mentioned that it is a great way to be a guest or a host to attract target accounts!)
• Sponsor a stand at the conference or event of a target account.
• Share industry content such as blog articles or newsletters across channels that are relevant for each account. Use your website, social media and magazines – and make sure that your messaging is where your target customers are.
• Invite contacts to (physical or digital) events and ask the participants to invite your colleagues.
• Build custom landing sites tailored to the needs, questions and concerns of accounts.
• Offer gifts for commitment and interaction (such as prices, swag and discount codes).
• Create Targeted advertising campaigns aim at various factors such as the location, skills and job titles.

7. Forge strong relationships with the purchase committee of the account.

As soon as you have put on high -quality accounts, it is time to build strong relationships with your purchase committees.

This is something that your team will probably work over a longer period of time. Remember that it often takes months and even years to develop these bonds. Although it takes time, it is effective.

Use executive connections.

Wingrove said to me: “We felt effective to get our offer in front of the right people by using our Exec team and sponsors for managers on these large accounts.” To do this, he turns back to his team and asks: “Does anyone have a connection or know someone about a board or something?”

If you build strong relationships with the accounting committee of the account, you have to be a little creative. Your main goal is to delight your accounts and you can never stop the process of joy.

Become creative to make strong relationships.

Here are some thoughts about how you can build strong, long -lasting relationships with the purchase committee of an account.

• Offer training to the value of your company and your product/ service.
• Create and share personalized content such as case studies to show how you exceed expectations and solve challenges.
• Communicate one to one if possible so that the members of the purchase committee are as their only priority.
• Organize events with and for account members (e.g. dinner, lunch or social meetups) so that you can get to know your brand and your team on a personal level.
• Stick to organized, well -coordinated meetings.
• Use E -mail sequencing To improve all communication, be professional and remain consistent.

Use tools.

Drift Kings Medias Abm -software accounts for home and account overview Functions help you to build strong relationships.

Tools like Enlyft Give an insight into details such as the latest financing dates and the technology prospects to better understand and solve the problems with which your potential customers are confronted.

Although this phase is usually managed by sales, marketing should be ready to support. Make sure you develop valuable materials to strengthen the messages.

Find out how to present the success of your company with convincing case studies with a presentation Free case study Creation Kit.

8. Measure and analyze your ABM results (and ittery as required).

As soon as you have used your account-based marketing strategy, it is crucial to pursue the success of your tactic.

Here is my best tip: Check and analyze your ABM results continuously to find gaps or tactics that you want to update. In this way you can make your strategy for your company, marketing and sales teams and accounts more effective.

In order to measure the health of a ABM strategy, marketing and sales teams can use the following metrics:

• Find the buyers connected to target accounts and follow the interactions with these buyers.
• Data points in connection with the health of the deal – creation date, speed and closure rate.
• Income that is due to target accounts.
• Account penetration (net new contacts added to an account).
• Account commitment.
• Net news income.

For support in your analysis, Enter the help of the Drift Kings Media library with 12+ ABM reports And prefabricated ABM report dashboard to get valuable insights into the change of your ABM strategy for greater success.

The refinement of your ABM strategy makes it easier for your marketing and sales teams to attract and keep high-quality customers. You can also automate your ABM strategy to scale your winners.

Account-based marketing tactics

ABM tactics are the building blocks of their strategy. As I already mentioned, adaptation is the key. So check the following tactics and decide which approaches are best suited for each of your target accounts.

Tailor -made value promises

Top-of-funnel marketing strategies are wide and brand-not oriented. However, the account-based marketing must offer a specific promise of values ​​for each account.

This does not mean that you cannot create first -class content. Wingrove told me that his team focused on the entire funnel, but in particular the top, as it contributes to the fact that your company stays under control when target accounts are looking for solutions.

The trick: Create a convincing promise of value that concerns the unique challenges and goals of every target account.

This message clearly articulates the value, your product or service for the organization and its effects on your specific pain points.

To create every promise of value, make sure that you understand:

• Detailed pain points
• Needs of the target account
• Goals of every report.

Make sure your product or service tackles these specific challenges. This can help you avoid generic messages and remain consistent with your brand at the same time.

Try this Promise of value templates To create useful and targeted promises for each of your target -ABM accounts.

Download the free value proposition templates

Stakeholder mapping and commitment

As soon as you know the most important stakeholders in every target account, they map their roles, responsibilities and influence.

This deep immersion in your stakeholders can help you develop relevant communication strategies. This personalization can help you build and build relationships with these decision -makers.

If you are not sure how to find out all of them or map certain roles, start communication tracking. If you keep an eye on every interaction, you can better understand the relationships between the stakeholders.

Lead management And E -mail tracking software Can make it easier to connect these conversations.

Web personalization

Connect online with accounts with tailor -made website experiences.

For example, you can use A Free target page Builder Create the target pages for each target account. Personalize the targets for each account, add relevant content such as case studies and calls that include decision -makers.

Or if you do not want to create individual targets, you should use dynamic target pages. Dynamic target pages automatically personalize content based on who looks at it.

Wingrove and Davidson told me that such pages are the secret weapon for creating a message that sticks.

In order to create high -quality target pages, it is important to collect precise data. However, make sure that the content is not so personal that it feels overwhelming. These tips on the personalization of the website can help you find the right balance.

Accounto -based social sale

One thing that Davidson mentioned me is the power of LinkedIn and Social Selling. Encourage your sales team to use social media platforms to build and build relationships with target accounts.

Connected and similar platforms simplify the release part, the joint use of personalized content, relevant discussions and networking with important stakeholders.

The attention to detail is essential for this B2B account-based marketing tactics. First you have to select platforms on which your target accounts are actively and committed. Next, you want public relations work to be authentic.

Pro tip: If you have difficulty turning on social media, these discovery questions are great inspiration.

Download sales calls for public relations

Paid advertising

Advertising platforms can help you deliver personalized advertisements to key persons in your target accounts. This can help to strengthen brand awareness and commitment and at the same time to stay in harmony.

So that this tactic is effective, make sure that you adapt the advertising messages to certain pain points and goals. In fact, Davidson proposed to create one-to-one ads.

One-to-one ads are paid for advertisements that speak directly with a goal and often call them up with names. The trick here is that you have to be as specific as possible in your messages, or you risk missing the brand completely.

This guide for ABM advertising can also help you refine your tactics.

Retargeting

Retargeting is useful to convert stakeholders that have already shown interest in their offer. Through retargeting you can optimize your ads with relevant content across channels.

This can help you to continue to target the decision -makers of the accounts in order to take the desired measures, e.g. B. another website or downloading a resource. It also increases its promise of value and retains the visibility of the brands.

Events and experiences

HOST -targeted events, webinars or roundtable discussions only for their key accounts. Davidson is a fan of small dinner for a more personal approach.

You can adapt the content, the agenda and the list of participants to the specific pain points and goals of each account.

In order for this tactic to be effective, your events have to create added value. Offer:

• Unique experiences
• Networking opportunities
• Valuable content that match the interests and needs of target accounts.

After the event, you should definitely follow and continue the relationship structure.

Targeted content

Targeted content is more than telephone calls, personalized e -mails and social media interactions.

Create an Outreach step frequency that combines several points of contact and channels. Keep a consistent presence to promote relationships and keep your brand first class.

Create high -quality targeted content that speak directly to the pain points, industry trends and the desired results of each account. Consider content like:

• Blog posts
• Industry reports
• Case studies
• Videos

Then make sure that the correct content reaches the stakeholders in your target accounts.

You will also better target your entire target group if you do this effectively. Wingrove said: “As a result of creating this custom content for ABM accounts, we could simply tempate this and produce more content for this room. So it is a double strategy if we follow ABM, but it also serves our wider target group.”

Download content marketing planning templates

Accounto -based marketing Tools

With ABM automation tools, your company can address important customers with a tailor -made approach in order to move them seamlessly about the sales process. Account-based marketing training courses Can also give your team an advantage.

Before we immerse yourself too far into market-based marketing tools, it is important to mention that ABM is not only Technology. Davidson told me that he was “only technology” with his first B2B account-based marketing strategy. And this thinking cost him and his team.

Instead, Tech is a tool – and it should be used as such. If you postpone target accounts by selling, the right tools help with the power line Abm Efforts.

When searching for Account-based marketing softwareMake sure your platform makes it easy. Seek:

• ID. It should find potential customers and accounts with templates and AI-driven functions.
• Cooperation. Shared tools help your company to have talks between teams and potential customers.
• analysis. You need access to relevant data to understand how well your approach works.

Here are some tools that I think you are worth checking it:

ABM software from HubSpot

If you are already using HubSpot for your CRM, try try it out Only the ABM software from Drift Kings Media makes sense.

What I love about this software? I can easily set up workflows so that I can identify high -quality accounts so that I can significantly create my list of priority goals.

The tool is also collaborative. If there is one thing that I have already mentioned in this post, it is that your sales and marketing teams are need To let your ABM strategy sing. This tool helps you by gaining any access to the same relevant information to make better strategy decisions.

demand

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When I’m looking for a new tool, the user interface is one of the first things I rated. If a tool is too confusing to use it, I’m out.

Fortunately, demand is user-friendly and makes the account-based marketing much more manageable. This tool enables cooperation in the sales and marketing departments.

What I like about it (next to the user interface!) I can search for target accounts with the latest intentions. With this function, my target account lists about the latest information are up to date and help me and my team to create better messaging and to understand when we should turn to goals.

Roller works

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If you were in marketing for a while, you know that your ICP is everything. What if you had a ABM tool that helped you identify accounts that correspond to your ICP? It would be a game changer, right?

I have good news for you: roller works.

I like this tool for several reasons. Roller works is a ABM software with which users can use to create their ideal customer profile in order to quickly identify target accounts that match them. This means that you spend less time sorting your data and more time to connect with the right goals.

I like this tool because users can also carry out digital advertising campaigns and automate certain sales functions such as Outreach. It also works on several platforms.

And the best news? It integrates into Drift Kings Media. With the Rollworks and Drift Kings Media integrationYour ABM strategy is set up for success.

With ABM automation tools, your company can address important customers with a tailor -made approach in order to move them seamlessly about the sales process. Account-based marketing training courses Can also give your team an advantage.

Take a look at this post if you want to learn more about ABM software.

Account-based marketing examples

Now that you understand the basics of an account-based marketing strategy, we go some examples of how B2B account-based marketing worked for real companies.

1. Restaurant furniture plus

The Wholesale restaurant furniture supplier based on search traffic and paid Google ads to attract new customers.

After the company had identified its ideal customers (scaling chain restaurants), he used an account-based marketing strategy to stand in front of restaurant owners who were well suited to his products.

This strategy helped the Furnure Plus restaurant Save money for paid advertisingAnd increase the basis of recurring customers.

2. Health dimensions

Health data company Healthlink dimensions Partner with a marketing agency Acclaro Creation of an account-based marketing strategy.

The HEATHLINK dimensions tried to extend his offer to health insurers and were on challenges that new contacts in his funnel were given.

After the Healthink dimensions worked with Acclaro to use a ABM strategy 234% rise in his new customer pipeline.

3. Blueyonder

Blueyonder Is a supply chain management company that helps the company to optimize its supplier activities.

In 2019, the company started to test a ABM approach with a small group of accounts. This first test used advertising and personalized content for the first group of accounts and led 10 million US dollars in the pipeline.

B2B account-based marketing

B2C companies usually focus on their marketing efforts on touching a pain point or the desire of the end user, with the hope that the individual will choose to buy. B2B account-based marketing works a little differently.

When selling to other companies, there is rarely a person who makes a purchase decision. Depending on the size of the company to which you are selling, there may be a whole group of people who make all contributions to the final purchase decision.

A ABM strategy can be particularly helpful for B2B companies that want to build long-term relationships with key accounts.

Actually, 81% of the marketers Anyone who used ABM in 2024 reported an increased ROI compared to other marketing forms.

LinkedIn account-based marketing

84% of the B2B marketers They believe that LinkedIn gives the best value. For this reason, many companies use LinkedIn to connect. LinkedIn can be an advantageous platform for Targeting accounts, especially for B2B companies.

LinkedIn has a function called called Corporate -Targeting In this way you can use the LinkedIn directory of over 13 million company pages for your ABM efforts.

With this tool you can upload a list of companies that you want to reach and want to create advertising campaigns with which individuals can target these companies.

In addition, LinkedIn can help you to create a more personalized experience for your target accounts through real relationship structure with your purchasing committee.

The use of LinkedIn to find the right decision -makers of companies and with them in cooperation with the companies with which they want to work with which they want to work can be a helpful alternative to using third -party data in order to find potential contacts.

As well as Adobe Used LinkedIn to support the marked marketing efforts.

Grow better with the account-based marketing

Account-based marketing does not have to be overwhelming. As Wingrove explained, it is more about “where your company is in its growth phase and how much money you can afford to spend and experiment.”

Although Abm may Depending on the tools you use, Davidson mentioned that you do not have to spend a large part of your budget for ABM. You can start with a simple table and your CRM.

Do not forget, you need a buy-in management, organization of your sales team and a willing sales employee to help you start with this strategy.

By working through the tactics listed above and using software for your marketing and sales team to use them togetherYou will find valuable accounts more efficient, reduce any friction that affects your flywheel and grow better.

Note from the publisher: This post was originally published in March 2022 and updated for completeness.