When it comes to scaling your account-based marketing campaigns, you need to take the right steps to get the desired results. Once you hire an account based marketing agency, the experts can do so on your behalf.
But before hiring them, you should know the best methods to scale your campaigns:
Build a Tiered Approach
When you select accounts for your target list initially, group them into two to three tiers depending on the priorities. The criteria to select usually include the chance to convert and higher average selling prices.
Make sure you create different categories of accounts and then plan a marketing strategy for each of them regardless of the factors. For example, the topmost tier, i.e., Tier 1, will get the maximum marketing investment, followed by a little less budget and resources for Tier 2 accounts and then Tier 3 and so on.
List all marketing activities in a column and tiers in a row. Go across and below the list to find which activities will operate in every tier and place a checkmark in every cell.
Target the Right Demographics with Proper Segmentation
After you are done with the listing, segment those accounts depending on – company size, industry, region, and technology stack. Once you identify the factors that target accounts primarily identify with, design campaigns and communication modes accordingly.
For instance, if a significant percentage of your target accounts use a rival product, you can run an email campaign based on the distinguishing features of your product.
Send Personalized Emails
Dynamic and personalised emails are perfect for personalised communications with your target accounts. For example, personalise the company name/industry rather than only first name and signatures. Don’t focus only on personalising the body of emails.
The subject lines attract great opportunities. When you fill them with dynamic content, it significantly boosts open rates. An account-based marketing agency can always help you frame and send dynamic emails.
Personalise Website to Boost Engagement
A specific website may not be able to offer a great user experience to all visitors. Web personalisation is the process of building a dynamic, personalised, and relevant experience for your website visitors, depending on their location, profile, behaviour, and other traits.
Leverage a web personalisation tool to create content depending on your preferred attributes. Thus, people from educational institutions would get different experiences from people from financial services. For instance, you even call out a company’s name on your website’s significant sections for Tier 1 accounts.
Leverage Paid Advertisements to Reach Target Accounts
Nowadays, many social media platforms offer features that enable you to target your preferred companies, leads, and titles. For instance, Linkedin allows you to target people working in specific companies through its interface.
Besides social media, you can associate with content syndication vendors to target people in specific domains. If you want to implement some other techniques efficiently, you can hire an account-based marketing agency. They will always help you to run paid advertisements efficiently.
Scaling your account-based marketing campaigns is quite tricky. If you don’t implement the most effective techniques, you won’t get the desired results. So make sure you use the right strategies to get the best results.
