Account-based marketing offers B2B businesses the opportunity to tailor their messaging and market specifically to brands that have the highest likelihood to drive the most business.
By creating marketing materials that speak to the needs of a specific business, marketers can drive more business to sales through presenting the overall brand as an excellent resource and specific solution for their company.
What are the best account-based marketing tactics to grow sales?
Here are some of the best account-based marketing tactics to create a more successful B2B customer marketing strategy and grow your business.
1. Personalize presentations
Accounts don’t want to feel like just another sales mark. You can provide businesses with an exceptional level of care with personalized sale collateral, like pitch presentations. Even something as simple as incorporating the client’s logo or creating a slide that explains the culture or values fit between your brand and theirs can be an effective marketing add-on.
2. Facilitate in-person meetings or face-to-face interactions
Creating opportunities to get face to face with your target clients is a powerful B2B form of marketing. Create marketing offers that offer customers a free evaluation or assessment to encourage interaction and also showcase the potential value of your brand to their business. If you’re going to be at a trade show, email your prospects to invite them to your booth for a free product demo or invite them to an after-meeting happy hour that your brand is hosting to create a low-pressure environment to get to your company.
3. Shout out potential accounts
Want a particular brand to take notice of you? Think you’re a good fit for a specific business? Consider using their brand as an example of something positive in your blog content or mention them on Twitter or Instagram as a featured business. This may get their attention and give them a reason to consider you in their research.
4. Company targeting on social
LinkedIn allows marketers to target their paid advertising to those listed as employees of a specific company. If you’re looking to make an impact with a specific brand, this is one way to start inching your foot in the door. The more exposure your brand gets, the more likely someone is to remember it down the line when they’re looking for a solution.
5. Personalized email marketing
In addition to creating content that is hyper-relevant to the account you’re sending the email to, personalized emails should feel more personal. That means sending it from a person on the sales team to a contact at another company, as opposed to coming from a generic company email (that will likely get filtered to spam anyway).
6. Don’t forget direct mail
Some companies send mass mailers to everyone in a specific geographical location to help get the word out about their business. Companies who want to create an impression with a specific account will create and send high-end mailers to executives and other key stakeholders at target accounts. These boxes can include exclusive products or invitations that go above and beyond regular marketing outreach.
7. Host a (valuable) event
Does your office have a showroom? Invite your prospects to come to see so you can demonstrate the value of your products to them and give them a chance to see them up close and personal. Getting a chance to see your product lineup in action can be very valuable to your accounts – especially if you make their visit worth they are while with lunch or dinner and even a special after-visit discount for an order. You can also invite potential customers to an event that includes a speaker on issues in their industry and includes some networking that can benefit everyone.
These account-based marketing tactics can help support your overall sales and marketing strategies, build positive business relationships, and bring more business to your brand.