Traditionally, marketing is about reaching as many people as possible. Today, smart marketers focus on precision and personalization. After all, why spend money marketing to consumers who have no interest in your business?
84% of businesses using ABM say the strategy gives them a higher ROI than any other types of marketing campaign. This custom approach allows you to focus your resources on the highest-value prospects who need your product or service. That means you’ll have more valuable leads in your funnel and much greater bang for your marketing buck.
When it comes to tracking, ABM is like any other type of marketing. You need to measure your activities so you can identify which strategies are effective at converting prospects. These insights can reveal where your approach is gaining traction and where it needs to be tweaked.
Here are some top tools that you can use to help with your AMB marketing.
Many CRM and marketing automation tools are focused on contacts and leads. That’s where Terminus differs, allowing you to focus on accounts while getting insight into media spending, funnel progression, and engagement.
With Terminus, you can segment your audience based on job title, industry, company, and stage in the buyer’s journey so you’re sure they’re always seeing the exact message you want them to see. This helps prevent you from wasting your marketing budget on the wrong audience.
Terminus demonstrates the challenge of broad-based display ads with this handy chart:
According to Terminus, the company’s average click-through rate with ABM ads is 0.38%. This is 6.3 times more clicks than broad-based display ads.
Terminus uses Account-Based Visitor IDs to show you what your target accounts are doing. This means you can get data from people who haven’t even filled out a form on your website. You can see the number of visits from each account, how often they visit, the pages they visit, and when they visited each page. This is excellent for tracking engagement rates.
Of course, as a savvy marketer, you’re also interested in conversion rates. The ABM reporting helps you see where each account is in the sales cycle and how quickly they’re getting there. These metrics help you see that your targeted digital ads are having a measurable impact on ROI.
If your business is B2B, there’s a high chance you’ll be marketing on LinkedIn. After all, 80% of B2B leads come from this channel, and it’s responsible for 46% of social media traffic back to B2B company websites.
LinkedIn is now making ABM marketing easier than ever. With account targeting, you can target up to 300,000 different companies (and only those companies) at a time.
ABM can be complex since you often need to analyze complicated, multi-channel strategies to identify both weaknesses and strengths. Luckily, LinkedIn has rolled out some advanced data insights to break down each demographic for account targeting. You can layer profile information for each marketing objective like job, seniority, or function to get your content in front of the most relevant people.
Once you’re ready to go, you can set up your sponsored content campaigns. As soon as you’ve sent LinkedIn your target accounts, your list will be matched to its database for specific account segmenting. From there, you can narrow the targeting of your sponsored content further and even send InMail messages to particular job titles. When sending these messages, don’t forget to create messaging tailored to the specific needs of each contact.
Finally, LinkedIn provides A/B testing so you can easily see what’s working and what’s not. Use this to test one targeting option at a time and then swap it out if it’s not performing effectively.
Targeting a massive segment? Or maybe you’ve narrowed down on a tiny audience? It doesn’t matter with Engagio. The company’s co-founder, Jon Miller believes in “account-based everything”. According to Miller, this is about targeting accounts with “fishing spears” instead of “fishing nets”.
This tool delivers reliable analytics and automation. It also integrates with Hubspot, Pardot, Eloqua, Marketo, and Salesforce to help you keep track of site visitors, leads, and marketing programs. Dashboards pull both account-level and individual data from corporate emails, Twitter, LinkedIn, Salesforce, and a number of marketing automation systems.
Inbound emails, outbound emails, and meetings are automatically logged. In the Unified Account Inbox, you can see every meeting and email between your target account and your organization even if team members haven’t logged them. This makes it easy to see where each account is in the sales funnel and coordinate future interactions accordingly.
We all know that sometimes marketing and sales teams could work a little better together. (Now that’s an understatement). With Engagio, you can plan interactions across all departments. You get the best of both worlds, leveraging technology and giving accounts a human touch.
Forget the Excel spreadsheets. Engagio shows you exactly how many minutes each account is spending with your organization, broken down into key titles, personas, departments, and more. One of the Engagio’s best features is its account scoring capabilities. With heat maps and engagement metrics, you can see which accounts present the best opportunity for your team.
Uberflip is a cloud-based content platform that makes it easy for you to excel at ABM without constant input from your IT team. Uberflip helps you organize and personalize your content, so you can deliver relevant content to each target account. Each account can then be driven to a specific destination with tailored call-to-actions, branding, and messages to get the highest possible conversion rate.
These days, many businesses have a wealth of blog posts, videos, ebooks, and whitepapers. Uberflip helps you leverage your existing content and make sure it’s being used effectively. Content can be tagged by account, buyer persona, industry, and more. You can then use filters to build content streams for each account.
Great content positions you as a thought leader and makes it more likely that leads will convert. Uberflip can show you how each piece of content is performing, and you can use these insights to optimize current content. You can also more effectively plan future content so it’s tailored for each account and presented the way each individual likes to consume it.
The above tools are excellent if you need help finding and connecting with decision makers at targeted accounts. But what if you haven’t yet found the best accounts to target? How do you find the accounts that are best for your product or service?
DemandBase has got your back. With this tool, you can fill in the characteristics of the companies you’d like to target—not just individuals at companies you’re targeting. Once DemandBase has found the companies that match your criteria, it ranks them based on their online presence and behavior. It then identifies the key decision makers you need to target, the past interactions they’ve had with your company, and their contact information.
While these features make DemandBase stand out amongst other ABM tools, DemandBase goes a step further. The tool looks at each individual’s web history and uses it to suggest the type of content that would be best for each one. It can even set up ad campaigns for individual prospects when it notices them online.
DemandBase has also built proprietary IP identification technology which can personalize your website based on the visitor’s company (similar to how Amazon works). It also uses this technology to track activity, calculating buyer interests and needs.
Only a small percentage of visitors to your website are qualified leads. This makes inbound marketing challenging, as you hope that these leads will download your ebook, watch your product video, or request more information. DemandBase aims to help you reach these leads, so you can avoid wasting time on visitors who have no intention of purchasing your product.
A great video can have a huge impact on your ABM marketing efforts. If you’d like to learn more, get in touch today.
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