Blog

4 Dos and Don’ts of Account-Based Marketing

Madison Taylor Marketing

Topics: Strategic Marketing

We’ve written extensively about account-based marketing in the past. The basic idea is simple — rather than spreading your marketing message to anyone who’ll listen, you go out and find the people you want as clients first, then direct custom messaging directly to them. For B2B companies in niche industries, it can be a game-changer.

But it’s not as simple as looking up the CEO of Dream Client, Inc. and calling them on the phone. There are some strategies that will take your ABM game to the next level, and a few you should avoid like the plague. Here’s what to think about.

1. Do Your Homework

When there are only a few major accounts that you’re trying to win over, you can’t afford to blow the first meeting by charging in unprepared. The first step is to make sure you’re picking the right target clients to begin with. Take the time to craft an ideal company profile (ICP), laying out exactly the kind of companies you want to work with, before you spend any effort going after the wrong people.

When you do pick a target client, do your research. You should know how big the company is, how they make their money, and how much money they make. You should know who the major decision-makers are. You should know the value of the company and the other major players in their industry. You should be confident that they have a need for your product or service. If you’re prepared going in, they’ll notice.

2. Don’t Generalize

Have you ever gotten a personalized email from a company that got its wires crossed somewhere along the line and addressed it “Dear [FIRSTNAMELASTNAME]” rather than using your actual name? It instantly puts a bad taste in your mouth, and you might just throw the email out then and there.

The same is true for marketing materials. 75 percent of customers prefer a personalized offer, so don’t think that you can just recycle your last pitch with the names swapped out and get away with it.

While your product and service may be the same, the problem it’s solving might well not be. Maybe your software allows your clients to service more clients with their small team. Maybe it allows them to scale up more cheaply. Maybe it makes the existing team more efficient with the clients they have. Maybe it just saves money. The same product can meet a lot of different goals, and you need to know what your target client wants out of you before you start pitching them the wrong angle.

3. Don’t Tease Them

When you send an email, place a phone call, or arrange a meeting with a target client, you’re talking to the half-dozen most important people at a high-value account. They’re very busy and important people, and they’re no doubt inundated by competing offers and cries for attention. You don’t have time to mess around.

Instead, jump right in by telling them, “You have a problem and we know how to solve it.” You can get into the details later, but from the very first moment, you need to be explaining how you’re going to make the day-to-day operations at their company more effective.

4. Do Track Everything

One of the huge advantages of ABM is the ability to generate high-quality metrics and analytics. With a normal campaign, it’s hard to tell how many people have seen your materials or ads and the impression you made on them — all you know is how many actually took action.

With ABM, there’s only one recipient at the business end of your efforts. If you reach out to ten dentists about your appointment software, you’ll know how well you’re doing by how many dentists you end up signing. Keep tabs of what you did differently with each successful (and each failed) pitch, and use that information to craft a better pitch the next time around.

Finally, stay flexible. You’re never going to create the perfect pitch because it doesn’t exist. Every person at every company will click with something else in your presentation and materials, and the best you can do is try to learn from them. Keep that up, pairing intuition with data, and your ABM outreach will be unstoppable.

Next Step

Your company’s marketing should be the secret sauce, ever elusive unicorn, and magic bullet that your company has been waiting for. Bottom line, it should be bringing you that money.

Strategic Marketing Inbound Marketing
How to Use Marketing for a Successful Business Pivot
Blog
How to Use Marketing for a Successful Business Pivot

It’s an unfortunate fact of life that a lot of businesses fail. 21 percent of businesses don’t make it past their third ...

How to Use Audio in B2B Marketing
Blog
How to Use Audio in B2B Marketing

Yeah, we know. Audio? Didn’t that die out when we all started carrying the internet around in our pockets? In a sense, ...

Why Your Customer Success and Marketing Teams Should Get Along
Blog
Why Your Customer Success and Marketing Teams Should Get Along

There’s an old story that P.T. Barnum, one of history’s greatest showmen, used to get annoyed that people lingered too ...

Building a Martech Ecosystem
Blog
Building a Martech Ecosystem

The great thing about being in the marketing world in the 21st century is that there’s so much software to help you do ...

Creating Sales Aids That Make a Difference
Blog
Creating Sales Aids That Make a Difference

In the process of turning strangers into customers, marketing is only half the battle. The second half is sales, and it ...

Why Integrated Marketing is So Important
Blog
Why Integrated Marketing is So Important

It wasn’t so long ago that there were only a handful of channels you could use to market your business. TV, magazines, ...

How Mobile and Location Data Work With Integrated Marketing
Blog
How Mobile and Location Data Work With Integrated Marketing

Integrated marketing is a simple idea with a potentially complicated plan of execution. The goal is to create marketing ...

Making the Most of Your Content: An Integrated Marketing Guide
Blog
Making the Most of Your Content: An Integrated Marketing Guide

Most companies build their marketing over time, adding one piece to another as the company grows. When you first ...

Push vs. Pull Marketing: Getting Them to Work Together
Blog
Push vs. Pull Marketing: Getting Them to Work Together

Think about the last time you made a major purchase — the kind of thing that took more than a day to decide on. How did ...

Tired of Hunches? Taking the Guesswork Out of Marketing
Blog
Tired of Hunches? Taking the Guesswork Out of Marketing

Everyone needs to be marketing on Facebook. Email marketing is the best bang for your buck. TikTok is the next big ...

Determining Which Channels Are Your Top Performers (and Why the Others Aren't)
Blog
Determining Which Channels Are Your Top Performers (and Why the Others Aren't)

Marketing is a balancing act. You’ll be running campaigns on half a dozen or more channels — digital ads, search, ...

Yes, You Need Buyer Personas. Here’s Why.
Blog
Yes, You Need Buyer Personas. Here’s Why.

Buyer personas are a core component of virtually every marketer’s plan. They’re a fictionalized, generalized ...

Need More Help? Talk to the Experts.

Contact Madison Taylor Marketing