3 ABM Strategies and Tips to Implement for 2H 2019

Account-based marketing (ABM) is a marketing tactic that demand generation professionals expect to increase the most for the second half of 2019, according to Activate’s State of Demand Gen Survey 2019. As tech marketers know, ABM supercharges the sales process because messaging is more relevant. Here are some tactics that will take your ABM to the next level:

1) ABM requires defining your intricate audience

ABM eliminates wasting valuable time and resources because it segments your audience around a specific sales motion. Your targeting becomes precise and highly specific. Finding the right prospects, making sure they measure up and BANT-qualifying them builds your ideal customer profile. Refining your focus toward accounts—not individuals or industries—leads to content and campaigns that are well optimized.

2) ABM and accurate data need to go hand in hand

Acquiring data that is not only clean but also GDPR-compliant can be a painful task. Our Demand Gen 2019 survey found that around 33% of marketers believe that their biggest challenge is data quality. Your data team needs to be sure that the information they provide contains up-to-date key data points like accurate email addresses and job titles. IBM calculated that faulty data costs the U.S. economy more than $3.1 trillion per year. It’s imperative that your information is scrubbed and ready for prime time.

Marketing teams can benefit from outsourcing their data mining, which allows them to allocate resources to other essential responsibilities. Activate’s data archive is extensive, up to date and employs rigorous scrubbing tactics to ensure that all data is current, accurate, and relevant to your campaign.

3) ABM reminds us of the importance of retargeting

More than half (about 53%) of marketers employ programmatic displays in their ABM approach, according to the 2019 State of Demand Gen survey. Activate recently launched Lead Accelerate ABM, a new program that serves display impressions to individual leads and their department throughout the campaign. Lead Accelerate focuses on reaching only the buyers and locales responding to your Activate lead gen campaign.

Conclusion

ABM’s ability to personalize a team’s content and message to a smaller group of people ensures that campaigns resonate with decision-makers. Since marketing teams are continuously focusing on the return on their investments, ABM is the perfect strategy to utilize. With ABM, your ability to analyze results becomes much more streamlined. A smaller group of targeted accounts allows you to see precisely where your investment is and what the results are. A solid ABM strategy results in a strong pipeline.