5 Account-Based Marketing Techniques to Help You Engage Audiences at Scale
3. Virtual events and webinars. Hosting a virtual event or webinar is the perfect way to engage key players in the companies that you are trying to target, no matter where they are located. The virtual event should be informative and offer the attendee something they may not be able to get anywhere else. For instance, you might invite a special guest to speak and provide advice or resources for those who attend. When developing a virtual event or webinar, you need to make sure that the content is valuable for all who attend. This is where audience segmentation becomes critical. Instead of creating one event for all of your target accounts, you should segment your account list into different audiences and create events that are relevant to each segment. This helps you ensure that the event provides value for the specific audience.
In addition to ensuring that your event provides value, you will also want to create a presentation that is engaging and tailored to your target accounts. When planning the event or webinar, consider what the greatest pain points are for your audience. Though you may want to transition into a soft sell at the end of the webinar or event, remember that this is not the main purpose of the event. Instead, you want to work on building goodwill and fostering relationships with your audience so that they come to trust your company and value its expertise. This will go a long way in helping you land the sale or make an upsell in the future.
4. Multichannel nurturing. When you think about lead nurturing, the first thing that comes to your mind might be email marketing. However, it is important that you go beyond creating lead nurturing email campaigns. When it comes to lead nurturing for your ABM campaign, a multichannel approach is typically most successful. Using a variety of channels to nurture your leads allows you to have multiple touch points with the target account’s key players. This helps you stay top-of-mind while building a solid relationship with these leads.
Social media content, blog content, and email marketing are three popular channels for lead nurturing. By engaging your leads on these three platforms, you are given three separate opportunities to reach your audience and provide valuable content that nurtures your relationships. Remember, any engaging content that you promote through your multiple marketing channels should be targeted to your audience with topics and language that most appeals to them.
5. Predictive/intent data. There’s a good chance that you used predictive data when you were identifying accounts to target in your ABM campaign. You may have looked at factors like geography, industry type, and technologies used to find the businesses that were the best fit for your company’s B2B offering. But other types of predictive data can help you identify an account’s engagement behaviors and intent to buy, which both provide valuable information that you can use in your ABM campaigns.
Your team can look at behavioral data such as email opens, content asset downloads, webinar attendance, and specific web page visits to help you determine when an account may be interested and ready to purchase. You might also consider third-party intent data like activity data that is collected by B2B publishers, which can also help you determine when an account might be ready to buy. This intent data allows your marketing team to reach out to the companies you’ve identified as valuable at the right time to maximize conversion potential.
Alexander Kesler is founder and president of INFUSEmedia.
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