3 Types of Effective Account Based Marketing Tactics

by Matt O'Haver | Last Updated: Aug 5, 2022

Account Based Marketing (ABM) is a strategy that targets key accounts with personalized marketing campaigns. The goal of ABM is to generate high-quality leads and convert them into customers. ABM is different from traditional marketing because it focuses on quality over quantity. With ABM, businesses focus on a small number of target accounts that have the highest potential for conversions. This allows businesses to create personalized marketing campaigns that are more likely to result in sales.

What is the difference between a marketing tactic and a marketing strategy?

A marketing tactic is a specific action or campaign that is designed to achieve a desired result, while a marketing strategy is the overall plan or approach that guides your marketing efforts. A few common examples of marketing tactics include :

Developing a social media presence
Running ads in specific channels
Creating targeted landing pages
Hosting webinars or podcasts
Sending direct mail campaigns

Your account based marketing strategy will encompass all of your company's marketing goals and objectives, and your tactics are the means by which you achieve these goals. For example, if your goal is to increase brand awareness, your tactics might include developing a social media presence and running ads in specific channels. What are the three types of effective account based marketing tactics? There are three main types of effective account based marketing tactics: personalization, segmentation, and targeting.

Effective Account Based Marketing Tactics

If you're looking to improve your account based marketing efforts, here are three tactics you can use to make a big impact.

Personalized Communications

One of the best ways to improve your ABM results is to personalize your communications with each prospect. This means tailoring your messaging and offer to fit the specific needs and interests of each account. Personalization can be as simple as using the recipient's name in your email subject line or addressing their pain points in your sales pitch. Whatever you do, make sure your communications stand out from the generic mass emails they're used to getting.

Multi-Channel Engagement

Another effective ABM tactic is to engage prospects on multiple channels. In addition to traditional methods like email and phone calls, consider reaching out via social media, direct mail, or even in-person events. The key is to meet prospects where they are and engage with them in the way they prefer. By using a multi-channel approach, you'll be able to reach more prospects and increase your chances of making a sale.

Account-Specific Offers

Finally, you can improve your ABM results by creating account-specific offers. This could involve giving a discount to accounts that spend a certain amount with you each month or providing a free trial for new customers. Whatever you do, make sure your offer is tailored to the specific needs of your target accounts. This will show that you're willing to invest in their business and help you close more deals. If you're looking to improve your ABM results, these three tactics can help. By personalizing your communications, engaging on multiple channels, and creating account-specific offers, you'll be able to make a big impact with your target accounts.

How do I Improve My Organization's Personalized Communications?

Use the follow tips to help improve your organization's personalized communications:

Define your audience segments and understand their unique needs
Create targeted content that speaks to each segment
Use marketing automation tools, like Lumavate's DXP, to send personalized messages at scale
Test, measure, and optimize your communications for maximum impact

When it comes to personalized communications, the key is to tailor your message and offer to fit the needs of each individual account. By taking the time to understand your audience segments and create targeted content, you'll be able to improve your ABM results and close more deals.

How do I Improve My Organization's Multi-channel Engagement?

Engage prospects on multiple channels by following these tips:

Research where your target audience hangs out online
Create engaging content for each channel
Use a Digital Experience Platform to help manage your multi-channel campaigns
Again: Test, measure, and optimize your engagement for maximum impact

Engaging prospects on multiple channels is a great way to reach more people and improve your chances of making a sale. By creating engaging content and using a Digital Experience Platform, you'll be able to manage your multi-channel campaigns effectively and make a big impact with your target accounts.

How does My Organization Make Account-Specific Offers?

Customize your offers to the specific needs of your target accounts with these tips:

Define what type of discount or offer would be most valuable to each account
Research the budget and needs of each account
Create an offer that is tailored to the account's specific requirements
It bears repeating: Test, measure, and optimize your offers for maximum impact

When it comes to account-specific offers, the key is to create an offer that is tailored to the needs of each individual account. By taking the time to understand their budget and needs, you'll be able to make a more impactful offer that stands out from the competition. Looking for more information about Account-Based Marketing? Start with our ABM primer: What is Account Based Marketing (ABM)?