15 Top account based marketing tactics explained in brief

As marketing structure evolves continuously, companies need to adopt a more account based marketing approach to engage high-value target accounts.  

Unlike traditional marketing methods, it focuses on creating personalized campaigns that resonate with target accounts. 

This approach improves engagement, drives ROI, and fosters long-term customer relationships.

Did you know that the USA ABM market is expected to reach $202.3 million by 2027?   

To help you better understand this effective strategy, we have assembled the 15 best account-based marketing tactics to grow your business with better-targeted campaigns and strategies.  

Let’s start…   

Why leverage an account based marketing process in your business?   

Aligning your business with account based marketing process can enhance your marketing efforts by focusing on high-value prospects. 

ABM aligns the sales & marketing team to create personalized campaigns that resonate deeply with target accounts, leading to higher engagement.

Its strategic approach enables businesses to build stronger relationships with key accounts, ensuring more efficient resource use and better ROI.

By delivering tailored content and solutions that address each account’s unique needs and challenges, ABM maximizes relevance and fosters long-term customer loyalty and growth. 

Tailor-made content and solutions that address the unique needs of each account not only maximize relevance but also foster long-term customer loyalty and growth.

Around 34% of marketing professionals are planning to implement ABM in the future.

With the increasing pace of efforts, it’s better to know account based marketing best practices to get ahead in your business.  

15 Account based marketing tactics to drive better results  

B2B vendors, marketing managers, and research firms are fueling up or have already taken the ABM approach to their business.

Here we are giving away some account based marketing tips for your business’s better engagement:  

1) Know your audience 

Audience data collection is one of the most powerful ways to strengthen connections and move forward to a demo or meeting.   

By understanding your customer journey, you can easily create personalized marketing campaigns that can scale. Let’s find out multiple ways to identify and know your targeted audience:  

Identifying and engaging your key audiences with your content can help you create effective ad campaigns or other custom experiences. Various ABM tools can also help you define and reach your target companies.  

2) Give personalized prospect offers  

This account based marketing tactic involves creating highly tailored content and relevant offers for each target account list based on their unique needs and challenges.       

There are many ways through which you can create a personalized campaign for the target audience:  

• If you know this high-value account, you can use its insights to craft personalized campaigns to achieve goals and challenges. 
• Developing personalized content like emails, customized landing pages, and more that reflect the unique needs of each account is better for higher engagement. 

You can use the best ABM tool, like Salesmate, to execute your personalized ABM campaigns for your business. 

3) Personalized campaign to get prospects 

For better lead generation, it is a good initiative to get prospects from webinars and white papers. These help in the sales process by generating more prospects who agree to a meeting through one-on-one communication. 

There are various ways through which offers can be created that can lend a conversation with prospects: 

• Use compelling formats 
• Drive engagement through multi-channel outreach 
• Give incentives on the engagement 

Through these ABM best practices, you can quickly develop and present highly personalized emails, messages, or other campaigns to increase your chances of getting into one-on-one conversations with prospects.  

4) Retargeting to keep your brand 

Retargeting is one of the winning B2B ABM tactics. It will keep your brand visible for key accounts by serving relevant paid advertising online. 

Cookies and IP addresses can be used to track visitors who have interacted with your brand. This will help deliver personalized content and ads that match your company’s values and create a brand image.   

Here are a few ABM tips to retarget the audience:  

• ABM tools: Use the ABM tools to identify key accounts and IP addresses to target them with specific ads.  
• Segment your market: Segment your target market based on engagement levels and stages of the sales cycle to tailor your retargeting efforts.  
• Plan follow-up campaigns: Plan a series of follow-up emails and messages that gradually build on each other, increasing their value and deeper engagement.  

By incorporating retargeting into your ABM strategy, you can maintain a persistent presence in front of your most valuable customers, ensuring they are continuously reminded of your brand’s offerings.  

5) Create sales territories for better conversion 

The sales territories are designed to convert more prospects through a better strategic ABM approach. This approach involves aligning your sales rep efforts with the most promising prospects based on various criteria.  

Here are ways through which sales territories can be implemented: 

By designing sales territories (it is a geographical location area where potential customers are located) with these strategies, businesses can ensure that their sales leaders can convert high-value accounts to increase efficiency.  

6) Test direct mail for the executives 

Direct mail + ABM can be a perfect solution for reaching senior executives who are the target key decision makers in the business. Here are some key points to consider when incorporating direct email marketing campaigns for them: 

• Executives look through numerous emails and ads daily, but a personalized, tangible piece of mail can capture their attention if it aligns with the solution they seek. 
• Personalizing direct mail to address the specific interests and needs of the executive can enhance engagement. This can include custom packaging, personalized notes, or items that resonate with the target accounts’ preferences. 
• Modern direct mail campaigns can be measured using advanced metrics. Unique URLs, QR codes, and personalized landing pages can also help monitor responses and gather valuable data.  

By strategically using direct mail in your ABM marketing strategy, you can create a personalized, memorable approach to engage with key decision-makers.

Also, other account based marketing examples and campaigns should be created to determine what works better. 

Must read: Account Based Marketing Examples: Proven Ideas for Success

7) Use AI social intelligence to understand the prospect

A core aspect through which account based marketing is winning personalized communications is by knowing their prospects thoroughly through their current achievements, lacking, and more.  

Besides, companies tend to evolve faster, so monitoring minor changes in the target accounts is necessary to ensure that campaigns run smoothly.   

The principal tactic is to monitor social media as significant milestones achieved by any business are announced, and you can align them with your current ABM team campaign.

In comparison to PR articles, social data is a crucial asset to ABM campaigns.

You can easily incorporate AI to gather more data about the company and conduct surveys on recent activities that are easily aligned for better collaboration.   

8) Create a one-on-one campaign 

Key decision makers in organizations, such as C-level executives, can be easily targeted, as they are the ones who need to be impressed by your product/services.

To implement this ABM tactic, you can seek the help of a C-level executive in your business to create a better impression. Such a one-on-one campaign can be initiated through direct mail and followed up with a call or scheduled meeting.  

For this outcome, the organizations need the right support for everything from scheduling to creating a personalized email or message campaign and setting up a meeting with the executive admin. 

Organizations can assign VPs, sales reps, and marketing teams to communicate with target accounts if necessary.

9)  Discover target connections from outside 

We often overlook references from the outside world other than employees, who might be our target accounts.

You can use LinkedIn to know more about the connections suggested by your employees to better target them.   

There may be potential to leverage into these social prospects and other target accounts to grab more conversions.  

10) Use video content to standout  

The best ABM tactic is incorporating video content into the account based marketing strategy, which can significantly enhance engagement and drive better results. Here are the ways to implement video content:

• Personalized video messages can stand out from the outreach efforts done by other sales team.
• Adding video links in emails can also boost your engagement rates and ROI. 
• Dynamic videos that adapt to the target audience’s context show personalized content based on their needs and pain points. 
• Give interactivity to your videos, such as clickable links, forms, and live chat options. 
• Adopt video email marketing get engagement by sending brochures with an embedded video screen.   

By integrating video content into your account based marketing strategy, you create a better one-on-one experience for your target accounts, driving more leads toward the sales funnel.  

 11) Separate customer testimonials into the tiers 

The categorized testimonials drive better relevance to each target account. Here is how you can implement and separate the customer testimonials as per their needs: 

Tiered Segmentation: 

Segment your testimonials into different tiers based on the level of personalization and relevance: 

• Tier 1: Develop highly detailed and specific testimonials, possibly with the customer, that speak directly to the target account’s unique situation. 
• Tier 2: Focus on industry-specific or role-specific testimonials that address shared challenges and goals within that segment. 
• Tier 3: Use applicable testimonials that highlight your product’s benefits and success across various industries. 

By implementing a tiered approach to customer testimonials, you can enhance the impact of your ABM marketing campaigns and ultimately drive better conversion rates.

12) Implement the potential of social media  

Today, social media marketing is the most interactive medium, and for B2B customers, there are six different modes of interaction. Besides, you can interact by mentioning target accounts on social media to engage them with your content.

Social media can be helpful for your ideal customer. You can establish even more connections through personalized efforts on LinkedIn, Twitter, and Facebook. 

The use of social media can help you create particular ads that can help you target the ideal customer’s pain points. Through this campaign feedback, you can get invaluable insight that can keep your ABM strategy on track.

 13) Connect with storytelling 

This involves crafting compelling narratives that resonate with your target key accounts, creating better connections and engagement.

Content with better storytelling helps in humanizing your brand, making it easier for potential clients to relate to your solutions and see the value in your offerings. 

There are multiple ways to implement storytelling in your ABM content: 

It’s better to measure key metrics such as engagement rates, conversion rates, and account penetration to assess the effectiveness of your storytelling campaigns and the leads generated in the sales cycle.

14) Measure your progress and adjust 

Measuring progress is crucial for adjusting your ABM campaigns. First, you need to determine the sales KPI you want to be specialized for your business. 

You can measure key relationships for accounts or focus on social media engagement. Ultimately, your strong ABM strategy will help you attract better engagement, so measuring the ROI is vital for your B2B business growth.

15) Try account based social selling 

Account based social selling is a strategic approach integrating social media + ABM. 

The focus is building relationships and engaging high value accounts from personalized interactions through social platforms. 

This ABM tactic uses the power of social media to enhance your brand’s visibility and credibility.

After knowing the tactics, let’s find out the best tool to integrate these account based marketing tactics to upscale your business. 

How can a CRM help in implementing winning B2B account based marketing tactics? 

To implement these account based marketing tactics, the best tool for your business is Salesmate. It can help you win and upgrade your current account based marketing techniques for better business: 

• Contact management: Turn your contacts into leads and segregate the best target accounts for you to lead them.
• Meeting scheduler: Use a meeting scheduler integrated into a CRM to schedule and attend meetings with your prospects without hassle.
• Live chat: Capture more leads and scale customer experience in real-time.
• Reporting: Create and build custom reports to adjust and scale your ABM campaigns. 
• Sales pipeline management: Manage and streamline your pipeline for better leads and conversions.
• Team Inbox: Align your sales and marketing team with the built-in communication channel.

Wrapping it up! 

Account based marketing has many advantages, and by integrating these tactics, you can have a more streamlined and assured path to success. 

Shortlisting the target accounts can be a hard task, so having an aligned sales and marketing team is better for adopting and making a successful ABM approach. 

From getting engagement to creating story-telling content, getting every insight by adapting fifteen account based marketing tactics will ensure better ROI, conversion rates, and engagement rates.   

Throughout this ABM journey, Salesmate can be your perfect companion in embracing and implementing these account based marketing tactics. 

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