Account-based marketing aims to reach a specific group of potential customers in a target company. Campaigns are not intended for individual marketing, but for consistently reaching a group of stakeholders and decision-makers in the organization. Account-Based Marketing relies on close coordination between sales and marketing to ensure a consistent approach to acquiring new businesses and expanding existing businesses to key profiles.
Thus, let’s understand some ways & methods to use Content as an asset for Account-based marketing:
- Personalization for your customer organizations:
If you’re sending out CTA emails leading to content, make sure the page they go to when they click on the call to action includes their company name. For example, “We have solutions for Oracle …”, “Improving performance in Oracle …” etc is better than generic alternatives.
- Using subdomains for specific accounts-
This one is obvious but often overlooked. For any pages, you direct ABM traffic to, use the account-specific subdomain to add another personal touch. When your prospects see that you’ve done your best to personalize their experience by doing something that appears to be inherently created, such as a specific area, they are more likely to interact with you (this is the principle of reciprocity in action!)
- Making a microsite full of content-
Summarize all relevant content, resources, links to third-party data, and any other available content that is relevant to you. A single information “centre” is a useful resource for your target audience. Additionally, their involvement in the content of the microsite is highly measurable, so you can see the most visited content and resources, how many different visitors are viewing the content, etc. (you can even share these insights with the seller to help give them a leg up when they reach out). The content of the microsite can be positioned by industry, maturity, income, or another related method.
- Sending web-based presentations-
A microsite is fantastic because your prospects can browse the content and resources you have prepared for them on their own, choosing what interests them a lot. But a web presence is your “virtual seller” and can share your offer in a linear, narrative way, allowing you to control most of the news and the pace at which your concepts are presented. Hence, creating & continuously sending engaging presentation-style web environments that incorporate modern, responsive design and micro-interactions will increase engagement.
- Equipping the sales team with beneficial tools-
Once your sales have contacted a prospect from your target account, help them succeed by providing them with interactive tools that they can use in talking to potential clients. Sellers can use these tools as value-driven proposals to encourage potential customers to respond to them. They can then guide their potential customers through that interactive experience by providing narration and commentary and gathering important data to help them speak about pain, needs, and goals. The results of this experience can be easily shared with other stakeholders in the target account, which will help expand your reach and increase your visibility in your account.
Although this may feel overwhelming, remember that Account-Based Marketing is not about reaching the public, but about realizing your dream customer footprint among existing key clients.