Want to strengthen your CRM response and boost the ROI of your digital marketing efforts? It sounds like you are ready to adopt an account-based marketing strategy.
Account-based marketing is a strategic digital marketing approach that depends on customized marketing tools to reach out to customers, individuals, or client accounts on a personal level. On a small level, this may mean target emails instead of mass emails, on a larger level it could mean personalized responses based on browsing habits, interests, etc.
Add a Personal Touch for Measurable Results
While intimidating at first, account-based marketing is an extremely effective digital marketing tool with the potential for a large ROI. Customers like personalized service and this service essentially recreates the personal attention of a clerk in the store and places it in your customers’ inboxes.
How Do I Launch an Account-Based Marketing Campaign?
Getting started however is usually the hardest part for CRM or B2B teams that are new to account-based marketing. A simple process known as the Curve TEAM Process simplifies the journey. TEAM stands for Target. Engage. Acquire. Measure. Each essential step leads to measurable results that make the journey worthwhile.
TARGET Your Base
Before you can launch an account-based marketing campaign, you need to launch a targeted discovery effort. During this part of the Curve TEAM process, you will zero in on your niche customer persona and create a unique sales proposition that addresses both their interests and pain points. Using the information you find during the discovery process, you will create brand messaging that speaks directly to them and allows you to move onto the next step, creating an engagement strategy.
ENGAGE Your Target Customers
Now that you know your target customer base, you have to actually create tools that will catch their attention and make them pay attention to your products and/or services. Similar to the sales clerk in the opening paragraph, it is now your turn to reach out and grab the attention of your base. You may not be able to physically strike up a conversation, but you can create brand messaging, a website, and CMS integration that replicates the conversations they want to have. There are dozens of ways to engage your target customer base including but not limited to sales scripts, webinars, brochures, targeted digital ad campaigns, social media content, and case studies.
ADVOCATE for your Service or Product
If your target discovery is accurate and your engagement strategy is effective, your customer will be teetering on the edge of completing the sale. Your job at this point is to close the deal. Connect with them and give them plenty of ways to buy. Reach out on email, text, social media, or create microsites for a niche within your niche. Your customer is probably ready to buy, but you have to put the opportunity in front of them. The average customer won’t search out a chance to spend money, but if you make it as simple as a click they will probably bite.
MEASURE and Re-evaluate Your ROI
A truly effective account-based marketing plan is never complete. The last step of the Curve TEAM process is measure for a reason. At the end of a month or other pre-designated period of time, evaluated your current digital marketing program and measure your ROI. If it is not as high as you like, it’s time to go back to the first step and look at how you can fine-tune your efforts to get it higher. Each time you reevaluate your process and build on it your ROI will strengthen leading you towards better, more powerful results.
Interested to hear more about account-based marketing? Let’s chat!
