Through our work with B2B companies, we’ve noticed that pretty much every marketer is familiar with the concept of account-based marketing. Yet, despite this familiarity with the strategy, a large portion of our customers were still unsure how exactly to get their ABM campaigns off the ground. But it doesn’t have to be hard. In fact, you can employ a lot of common marketing strategies that will help get the ball rolling, quickly win accounts, and guide large campaigns in the future. Check out a few ways that you can run simple ABM campaigns today:

Reach new customers

One of the easiest ways to start running ABM campaigns is to launch prospecting ads. In ad speak, Prospecting simply means attracting new users to your site with the intention of having them complete a desired conversion action. Prospecting works by analyzing the current browsing behavior of customers that visit web pages you own. Companies like AdRoll then use this data to analyze over a billion different digital profiles online to find new audiences that will be most likely to add value to your business.

Prospecting differs from other ABM campaigns because it doesn’t target specific accounts. Instead, it does one better by analyzing data from people who have already spent money on your products in order to find users who are likely to do the same. This type of audience can be highly valuable for any business. For example, we found that AdRoll Prospecting visitors were 20% more engaged than all other traffic.

In order to start any prospecting campaign, simply upload your own CRM data to an advertising platform. From there, you can specify additional domains that you wish to target in order to increase awareness and generate leads. While prospecting can be an incredibly helpful tool, it works best when combined with retargeting because it’s able to funnel new users into marketing efforts that will be specifically designed to convert them down the line.
*Marketo, via Strategic
[clickToTweet tweet=”More than 80% of marketers say that ABM outperforms other marketing initiatives. #abm #marketing” quote=”More than 80% of marketers say that ABM outperforms other marketing initiatives.”]

Target in conjunction with inbound efforts

One common misconception about ABM is that it is the polar opposite to your inbound marketing efforts. Many times we’ve heard that marketers feel as though ABM should somehow be run in addition to inbound campaigns. This just plain isn’t the case. Event marketing is a great example of an inbound initiative that can be energized through ABM.

Take a look through your CRM database to find clients and prospects in your metro area or make a list of high-revenue potential accounts that you’re willing to fly out to your home base. Use this list to run targeted email sends and local advertising outreach. Convince these accounts to attend these events by hyper-personalizing your messaging. With the smaller lists generally associated with events, you have a lot more flexibility to be creative. Include the company’s name or touch on a pain point you think they may have. The more personalized you make the messaging to the company’s individual wants and desires, the higher the chance that you’re able to get footsteps through your door.

Reengage stale prospects

Stale prospects. A common problem every seller knows all too well. You spend months working a coveted account, using up hours of your day to craft the perfect messages. When you’re lucky, they respond. But before you can even get a whiff of their budget they go completely dark. For most sellers, this spells the end of the road. But this doesn’t have to be the case. Smart companies will pair their marketing and sales departments to identify these target accounts and craft a messaging plan that will encourage them to reexamine your offers. Leverage this messaging plan by retargeting lapsed contacts at target accounts.

One way to do this is to set up a separate landing page and push the link to your lapsed accounts. You’ll be able to leverage tools like retargeting to reach these lapsed contacts once they visit your micropage. Segment out this audience in your marketing vendor‘s dashboard to serve them ads with messaging that references their previous interest in your company. This will help bring them back into your sales funnel and, hopefully, encourage them to reach out to the seller they previously ghosted.

Encourage product adoption

This seems obvious at first sight, but it slips many marketers minds. Many of the clients we talk to think that the goal of ABM should be to engage with as many of your target accounts as possible. But what effect does this actually have on your business? The goal of ABM should always be to drive product adoption and increase revenue for your business.

Snag an easy win by using marketing to cross-sell a list of your highest-value accounts with your other offerings. You can segment your list by the products they already have in order to ensure each marketing touch they receive reveals new products that can help grow their business. The goal of this type of campaign is to increase the average revenue coming in per target account. The more products that a customer adopts, and the more their business relies on your products to conduct their day-to-day affairs, the easier it will be to retain them in the long run.

Grow the value of your accounts

One of the biggest concerns for most businesses is customer retention. And for good reason. Repeat and loyal customers are incredibly valuable to companies wishing to accelerate growth. In fact, the Temkni Group reported that loyal customers are 5x as likely to repurchase, 5x as likely to forgive, 4x as likely to refer, and 7x as likely to try a new offering. What this shows is that loyal customers are the lowest of the low hanging fruit when it comes to new products and expanded offerings. Because of this, it’s vital that marketers use ABM to engage with them. An easy way to kick-off a campaign with a high chance of being successful is to dust off your CRM list of current customers and craft a campaign that speaks specifically to them.

Marketers can also use their database of current customers to upsell to new departments. The easiest way to do this is to find new contacts in each department with a combination of firmographic and domain targeting. Be sure to mention that you’re currently working with their company, or call out their coworker’s name, so that they know that you’ve done your research and this isn’t a cold pitch. Each new department you’re able to target will help your chances of growing the lifetime value of your target accounts.
*SiriusDecisions, via Strategic
[clickToTweet tweet=”84% of marketers say that ABM had significant benefits to retaining client relationships. #abm #marketing” quote=”84% of marketers say that ABM had significant benefits to retaining and expanding existing client relationships.”]

These 5 strategies will help any marketer prepare ABM campaigns that drive results and show long-term ROI. But if you’re still a little foggy on how to get the most bang for your buck when it comes to ABM, check out our step-by-step manual. Inside you can find worksheets and checklists that will keep you on track and driving towards ABM success.