Fundamentals of Account-Based Marketing/Targeting

3 Minutes

Feb 4, 2021

What is Account-Based Marketing/Targeting

Account-based marketing (ABM) is a targeted growth strategy that employs highly personalized campaigns towards a select number of high-value accounts, mainly used across B2B companies. In this article, we will be covering the fundamentals of ABM so you can have a better understanding of how you can use it to your advantage for your business.  

Use Cases for ABM

ABM can be used for B2B companies regardless of the number of key accounts they’re targeting. Some companies sell to a few large key accounts of a certain size in an industry. Conversely, some B2B organizations have a larger target audience who can target organizations of any size. Irrespective of the size, provided that the focus is on the most important accounts, you should equip yourself to fully engage and penetrate them with personalized, professional, and persuasive content.

Account-Based Marketing Strategies

1.  Identify your high-value customers in collaboration with your sales team.

2.  Select the appropriate advertising channels based on where your customers spend most of their time.

3.  Develop offers specifically targeted to selected accounts.  Utilize retargeting to keep your brand top-of-mind for your customers.

4.  Measure, analyze, and optimize your ABM results.

Account vs Contacts

Generally, when using CRM software, information about your customers is stored using accounts and contacts. Accounts are companies you’re doing business with, and contacts are the people who work for them.

LinkedIn’s account and contact features, allow you to run targeted marketing campaigns. When you upload a list of accounts, LinkedIn cross-references the information, from which a targeting segment is created and made available for targeting in upcoming advertising campaigns. Similarly, if you upload a list of contacts, the information will be matched with members to create a distinctive targeting segment.

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ABM on LinkedIn Ads

LinkedIn Ads is an excellent platform for providing your sales team with top-tier leads. LinkedIn’s specific targeting system can help you reach your appropriate B2B audience, capture leads, and help secure important deals. When running ABM campaigns on LinkedIn, it’s important to consider who you actually want to reach. LinkedIn Ads allows you to target specific accounts by: company name, size, industry, job title, seniority, and much more. This large database allows you to spend advertising dollars on significant accounts that align with your sales team and audience. This ability to target people by ‘professional demographics’ enables you to reach individuals who have buying power at your highest valued accounts to drive more conversions.

How ABM Works at Rely Digital

At Rely, we define and discover your high-value accounts, ensure personalized messaging, determine ideal channels, execute campaigns, and continuously analyze, learn, and optimize conversions.

Intro to ABM Platforms

There are a multitude of companies that offer ABM software that run targeted display ads with the ability to identify your customer profile, targeted accounts, and key contacts. These display ads will be served to specific accounts. These platforms are extremely useful if you are unaware of who you want to target in your campaigns, and will help you better understand who your primary target audience should be.