We’ve been writing about marketing automation and how integral it has become in streamlining and simplifying marketing efforts in all industries. Now that the technology is becoming more familiar and companies are looking to it as a standard approach, they are realizing that, when used properly, it can be even more powerful than originally thought. One example is using marketing automation platforms to deliver on an account-based marketing strategy. Companies are seeing even higher response rates by targeting their messaging even further and focusing on specific accounts. In this article, we’ll explore the ways that marketing automation can help with your account-based marketing campaigns.
What is account-based marketing and who is using it?
Account-based marketing (ABM) is a B2B strategy that focuses both sales and marketing efforts on a predetermined group of target accounts. Accounts are chosen based on any factor–size, revenue, budget–that a company decides to pursue. Then a specific marketing message is created to meet the needs of each account in hopes of resonating and generating a higher ROI as compared to a more traditional, blanket-style approach.
Companies that are looking to convert specific customers (i.e. high-value or hard to reach customers) are incorporating account-based marketing and seeing positive results.
Benefits of using marketing automation for account-based marketing
Historically, it has been cost-prohibitive to create personalized campaigns to target individual accounts, but ABM has made it much more affordable to employ this strategy on a greater scale. By working directly with your CRM platform, you instantly have a single data source to inform your sales and marketing teams. Below are top benefits of driving your account-based marketing program with a marketing automation platform:
Segmentation – Your audience can be managed and micro-targeted down to the most specific detail. For example, you can now create a message for not only a specific company you might be courting, but you can also drill down and segment your list to reflect the decision-making department in that company.
Metadata/tagging – Quickly filter your database and create a unique distribution list based on certain attributes that have been added to your contact. This could be anything from industry, to product type or to department for that individual.
CRM integration – Account-based marketing efforts work best when CRM and marketing automation platforms are integrated. This way, all data is centralized and can be updated in one place, making it more efficient and reliable for the entire company.
Data export – Rather than keeping this valuable data siloed and limited to a small number of people in your organization, other departments can leverage the information and use it to drive and improve your business.
Automated campaigns – We already know that lead nurture campaigns result in better qualified leads being sent to the sales team. When account-based marketing tactics are employed, response rates increase even higher as targeted recipients are more likely to engage with relevant content. Both automated email campaigns and direct mail can be used to reach the prospect at any stage of the buyer journey.
The combination of a marketing automation platform and account-based marketing strategy is an effective way of aligning your sales and marketing departments. It organically shifts the marketing mindset from a broad-based messaging strategy into that of a salesperson by requiring them to look at specific accounts and how to target them. With the right tools, your ABM strategy will can be more effective and generate higher returns than traditional marketing efforts.
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