If you are into B2B marketing and want to generate a consistent flow of high-quality leads then Accounts Based Marketing Campaigns are what you need to get going. ABM campaigns are a tried and tested methodological approach that utilizes creating engaging content distributed through highly effective digital mediums and advanced targeting to drive inbound leads for your business. Here are the top 5 things that you need to run integrated account-based marketing campaigns.
It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout.
A robust database with a list of companies and/or contacts is key to running ABM campaigns. Although you can start with as less as 1000 contacts, it is recommended to have at least 10,000 contacts in your database to kick-start your ABM campaigns! Focus on building a high-quality database with sufficient attributes such as job title, company size, etc based on matrices that are important for your sales and marketing function. You can also use this data to segment your database as per industry, company size, etc which can be utilized to run trial campaigns and will be easy to replicate in the future.
Content includes everything from a compelling ad copy, to a landing page, and autoresponders, your corporate presentation/video making is one of the most confusing elements of the campaign. It is therefore important to outline the customer’s journey to get and develop content for various touchpoints, stitched beautifully to tell your brand story. Invest in good quality enriching videos for better conversions. Make sure you create multiple campaigns with different marketing messages each and corresponding ad copy and landing pages where required. Creating multiple campaigns allows room for split testing which can help your compare your marketing messages and optimize for conversions.
Because your target market is so well defined with your database it is now time to shoot it across using various channels. Like Google, Facebook, LinkedIn, Twitter, etc, and networks such as Search and Display. During the trial phase, pick up a segment from the database and run ads on multiple platforms to collect statistics and optimize your campaigns.
While you are advertising on multiple platforms, all the leads need to be collected on a unified platform like a CRM. Ensure that the same conversion form appears on all the landing pages with appropriate tracking to avoid terminal complexity Most CRMs with some custom setup can also track the source of leads which is an important attribute in optimizing campaigns for business conversion rather than just leads.
This is where you need to be setting up marketing automation to ensure a seamless flow of communication at different stages of interaction with your prospect. For example, once a lead form is filled you might want to send an automated email with more information instead of causing unnecessary delays and set up drip campaigns and remarketing to start nurturing your leads immediately.
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