By Shauna Ward
We’re in the midst of a paradigm shift in the world of B2B marketing.
Up to this point, B2B marketing has been all about leads — generating them, nurturing them, and qualifying them.
Now, savvy marketing and sales teams are shifting to account-based marketing (ABM) in order to turn their best-fit accounts into customers.
With ABM going mainstream, we’re hearing lots of questions about how to put it into action. How can it help B2B companies reach their revenue goals? What are the components of a good account-based marketing campaign?
The key is to orchestrate the right ABM plays at the right time.
ABM Campaigns vs. ABM Plays
Our CMO and Co-Founder Sangram Vajre first wrote about account-based marketing plays in his 2016 book Account-Based Marketing for Dummies. (As a University of Alabama alum, of course he couldn’t miss the chance to make a football analogy!) Since then, we’ve tested various ABM plays within our own organization and have come up with twelve that are incredibly impactful.
So, what are we talking about when we say account-based marketing plays? How are plays different from campaigns?
In football, a play is a “plan of action or strategy used to move the ball down the field.” (Thanks, Wikipedia!)
In ABM, a play is an actionable strategy that will get you closer to a business goal.
In other words, ABM plays are goal-oriented activities. An ABM campaign, on the other hand, is the coordination of one or more plays tied together with a clear message.
Many ABM plays can be orchestrated as a standalone campaign or in conjunction with other plays to form a more complex campaign. For example, you could execute an event marketing campaign using multiple ABM plays, such as:
- Pre-targeting to warm up net-new accounts before an event
- Driving event registration with help from Sales
- A pipeline acceleration play targeting additional stakeholders at the accounts your team met with at the event
Let’s take a look at some common plays you can run with account-based marketing.
Demand Generation Plays
Pre-targeting is more or less the opposite of retargeting. Instead of serving ads to people who have visited your website, you proactively pre-target your dream accounts with relevant ads. This is a great way to familiarize your target accounts with your solution and messaging before your sales team begins outreach. You can also use pre-targeting to warm up accounts before an event.
2. Account Nurture
Account nurture plays aim to engage key stakeholders at target accounts that you already have in your database and convert them to sales pipeline. Because the B2B sales cycle is long and often complex, many of the accounts you’re marketing to won’t be immediately ready to make a purchasing decision.
Don’t make the mistake of forgetting about these accounts just because they’re not going to turn into immediate sales. Instead, you can use account-based nurturing to continue to present your messaging and content to those accounts over time, keeping your company top-of-mind until they’re ready to convert into a sales opportunity.
3. Lead-to-Account Nurture
Lead-to-account nurtures are only applicable to a Bolt-On Go to the full article.
Source:: Business 2 Community