Our Blog

What is Account-Based Marketing?

By Snap Agency August 16, 2018

So many ways to market your company, so little time. But that’s not a bad thing! There are a lot of ways to get your name out and reach your target market, which means that if one avenue isn’t working, you can try something else.

The beauty of digital marketing is that you can fine-tune your strategies to not only attract certain demographics, but you can also alter your campaigns to fit your business exactly. Whether you’re a big or small company, there is a marketing strategy out there for you that will bring you the highest ROI. Here at Snap, we love working with clients to pinpoint what marketing strategies are right for them. With over 150 clients and growing, we take the time to find out what your needs and goals are and how to best achieve them.

Difference Between ABM and Inbound Marketing

Inbound marketing and account-based marketing (ABM) aren’t as different as you may think. In fact, inbound marketing is actually a large component of ABM. Inbound marketing typically revolves around common digital marketing practices like search engine optimization, pay-per-click, and content marketing. With inbound, you’re tuning your marketing campaigns to be as broad as possible and attempting to reach as many potential clients as possible. The goal is to create compelling content that will drive prospects through the conversion funnel.

Account-based marketing, on the other hand, is extremely targeted and features a more one-to-one approach. So, instead of creating broad inbound marketing campaigns, with ABM you’re honing in on the specific needs of an individual prospect with your marketing campaigns. This style of marketing is great for creating relationships through personalized content and one of its greatest benefits is that it aligns your marketing and sales teams. Why is this good? Businesses that can properly connect their marketing and sales teams with similar messaging tend to lead to more conversions.

Typically, larger companies are able to utilize account-based marketing because it is expensive. As a smaller company, the best way to work your way up to ABM is through perfecting your use of inbound marketing tactics until you have the budget necessary to start individually targeting potential clients.

Account-Based Marketing Tactics

Let’s get into some specifics of ABM and how to get the most out of this marketing practice. While there are many more than just the ones listed below, these are great starting points.

Prospect-Specific Email Offers

Highly targeted emails are great way to reach clients. Relevant email subject lines that are of high interest to the prospect you are trying to reach are a great way to stand out amongst the clutter. Once they click on the email, you need to deliver high-quality content to keep their interest. Talk about their needs and how you can help them. Give them a call-to-action (CTA) to gain more information on your offerings.

Retargeting Ads

Retargeting ads are for reinforcing the benefits your offerings provide and to make sure that you stay fresh in the minds of your prospects.

Offerings that Lead to In-Person Meeting

ABM is all about creating strong relationships with your prospects. The best to cultivate these relationships is to meet in-person. The benefits of meeting face-to-face are immeasurable when it comes to building your clientele base. Emails, ads, blogs, and social media posts that incorporate a call-to-action for reaching out and setting up in-person meetings are a fantastic way to get the most out of your account based marketing campaigns.

Social Media Specific Targeting

LinkedIn, Twitter, and Facebook all have excellent features that allow you to efficiently target specific social media accounts. Facebook allows you to create ads that pinpoint audiences based on an email address, phone number, name, date of birth, gender, and location.

Twitter’s Tailored Audiences features three different ways to incorporate ABM into your social strategy. First, advertisers can input a list of Twitter handles to target. Second, advertisers can add a Twitter tag to their website and retarget those viewers with twitter ads. Third, you can retarget app users.

LinkedIn has a lot of options for company-specific targeting as well. You can identify company accounts you wish to reach and serve ads to the key influencers at those companies easily.

Personalized Landing Pages

Once you get a prospect to your site, drive that conversion with a tailored landing page that fits with the message that drove them to the site. If you reached out to a company through and email that spoke on one of their needs, reinforce how you can help them with a landing page centered on that same need and how your business can assist them.

Start Implementing ABM at Your Business Today

If you’re a big company, you may already be implementing ABM tactics when it comes to your digital marketing. However, if you’re finding conversions are growing stagnant no matter what techniques you push, Snap is here to help you find your groove again. As an account-based marketing service agency, we understand that consumers needs are always altering, and that means you need to be adapting with them. We’ll work with you to find that missing ingredient. If you’re ready to enter the ABM game, we’re ready to help you get started.