Published: 23 November, 2023

Five Tips to Build Successful ABM Campaigns for Funds

All good things come from a solid, upfront plan. The art of account-based marketing is no different as it combines the knowledge and expertise of several parties to make one great scheme come together.

The crux of ABM is to combine accurate customer data and insights with strong relationships, and then deliver tailor-made campaigns for accounts that show dedicated interest in your fund, product or service.

Like the resulting drip campaigns themselves, many marketers benefit from following clear workflows. Taking a five-stage step-by-step approach to ABM helps ensure that no stone gets left unturned, from initial engagement to conversion. You’ll thank yourself later for developing a framework that enables sales, marketing heads and business leaders to be on the same page.

Paint the bigger picture

A holistic ABM strategy can work alongside an established go to market plan, which usually follows a road of touchpoints from brand awareness to interest leads, and then to the final destination of a conversion. After all, ABM is in place to deliver more ROI from a direct marketing approach and should consider sales figures and historical customer behaviour to see whereabouts accounts are situated along the GTM journey.

No ABM will work with siloed teams. It’s a collaborative process that relies on cross-referencing marketing and sales data to identify the top accounts to focus on.

Yes, the strategy involves narrowing down to a select few contacts, but it makes tailoring content to fewer customers far more simple, and the resulting messaging more powerful.

Decipher your CRM data

Marketers and sales teams already use CRMs as their holy grail for recording all customer data, and it can also become the blueprint to best select your targets.

Being picky isn’t a negative here. ‘Micro-targeting’ is a great way to narrow down the pool of potential leads who are more receptive to certain content. It does what it says on the tin, and entails combing through an account’s minutiae in the CRM to select valuable accounts, including details like market competitiveness, key decision makers, and predicted revenue.

Identification tools are available to automatically gather intel on which companies are visiting your page, helping to cement the most interested parties. AI tools can also visualise the appetites of page visitors and segment their different levels of engagement within the CRM.

Allocate a task force

After a tighter range of target contacts has been identified, hyper-focused ‘task forces’ can be enlisted to maintain full attention on particular accounts. Based on a firm’s size, at least

one person from the marketing, sales, and IR teams should combine to bring trusted relationships and data analytics into one expert group, which will inform the step-by-step construction of personalised campaigns using content, ads, and emails.

Personalise!

What’s the use of ABM without making key accounts feel front-of-mind? The level of personalisation throughout all content pieces (be it emails, LinkedIn ads, embedded videos, or website landing pages) could be as granular as mentioning companies by name. But deeper knowledge of a key account also identifies the challenges they face, their wider industry, and whether your content will adhere more to a particular job title such as CEO, relationship manager, or CFO. These terms can then be dripped throughout your messaging to the relevant targets. Remember that every form of personalisation must follow consistently along the buyer journey funnel, and the content must always be meaningful to the customer based on the intel you’ve already gathered.

Plan for the long-term

Customer interactions spotted at the start of the ABM process will differ along the line. Referring to the uptake or reduction in click-throughs or downloads will help you adjust the campaign’s stages as necessary to get an account’s interest back on track.

Even better, automation technology is your friend, alerting ABM teams in real time about every touchpoint across every channel. Tracking data is the way to identify successes and failures all along the way to greater ROI without manual effort. Be creative and see which channels, content or personalised keywords bear fruit. One ABM campaign that works for one account might not work for another, but a range of tactics can simplify building targeted marketing campaigns for future accounts.

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