How to get started with your first account-based marketing project
Account-based marketing is more than just a trend. It is the possibility to address your desired company directly without wastage. In this article, Alexander Roth, Managing Director of the Evernine Group, gives you helpful practical tips on how to get your company directly involved in your first account-based marketing (ABM) project.
For a long time, account-based marketing (ABM) was regarded as a model that was associated with high costs and high technical efforts and was therefore reserved for large companies and corporations. This has now changed enormously in times of digital marketing. Today, ABM is already being successfully used by many medium-sized companies, especially in the B2B environment, without any great technical effort behind it. With the help of ABM, companies can now exclusively address their desired customers and thus achieve the greatest possible effectiveness in acquiring new customers.
Alexander Roth, Managing Director of the Evernine Group, will show you how you can get into the subject on a trial basis and receive valuable learning and initial results even on a small budget. You can either approach the topic in-house or test it completely outsourced.
Sounds interesting to you?
Find out more in our account-based marketing factsheet.
Download it now.
Getting to know your own customers
Before we start, it is of course important to know your own customers first. Here it is helpful for the entry into ABM, and also the possible project with Evernine, to create a list (“Desired Account List”) with about 50 companies (or even more) that you would like to have as customers. When creating this list it is helpful to think in different clusters (tip: e.g. sorting by desired value or also by industry or regional reach). Of course, it also plays a role with which buyer person you speak, for example, whether you want to address people at management level or technical managers. Parallel to the creation of this list, a marketing or sales professional should also be aware of which offer of their own company best matches the target accounts. It is important that the same offer should fit per cluster. Done? Then you are ready to go.
The Evernine Group provides a digital setup for this form of test campaign, which now transfers your offer to be marketed to a prefabricated backdrop. Your target groups will be made aware of this in the following campaign. Among other things, an outsourced landing page that can be painted in your company look, prefabricated forms for lead generation (DSGVO-compliant), digital marketing documents and contributions to your service as well as appealing displays for social media etc. are used. This digital portfolio is completely outsourced and is created by Evernine in consultation with your company. It has the special feature that the basic wordings are already adapted to the target group of your customer list. In addition, the setup is agile and can later be continuously and result-orientedly adjusted in terms of content.
Ongoing results on customer behaviour
The Evernine Group now uses the outsourced systems in close consultation with you and the prepared content to carry out a DSGVO-compliant account-based marketing campaign, which lasts between 4 and 8 weeks (with 50 accounts) depending on the model booked. Here, the Evernine Group draws on digital programmatic marketing and a wealth of experience from various industries and “best practice“. Various channels such as LinkedIn or Native Advertising are used, but also a sophisticated tracking system that checks how committed the targeted accounts react to the campaign system. Within the framework of a Jour Fix, we regularly exchange information about interim results and our optimisation of measures.
By the way: As part of the campaign, it is also possible to target the campaign system to industries or a specific regional area, depending on the cluster provided.
The Evernine Group will generate the largest possible number of leads for your company (MQLs & SQLs) as part of the campaign. DSGVO conformity is ensured via a ready-made contractual data protection regulation. In addition to the leads, which are often already generated in a relevant size, there are detailed reports for social monitoring and more.
Let’s rewind again. You have the opportunity to carry out first experiences in the field of ABM for your company within the scope of a test campaign. As always, if you start with a digital marketing model and it is done well, you can expect a big learning curve. This means that in addition to initial leads (which are of course measured by your offer) you will receive very valuable insights, e.g. which companies respond to your offer and which do not. You will also receive knowledge about the attractiveness of your offer, how to address your customers correctly and how they react accordingly. In any case, you will get an insight into the structure and process of a campaign and, depending on the resources available, you will be able to test a campaign yourself. So join the trend and use the many advantages of account-based marketing.
For an ABM campaign with the Evernine the following conditions should be given:
- Client list (we also help with the creation)
- Call-to-Action (e.g. whitepaper, webinar, etc.)
- CD guide
- Materials for marketing the services
- Contact person of the company
Are you interested in an ABM campaign?
Download our factsheet now.
Or contact us: firstname.lastname@example.org
Image source: iStock / alexsl