Are you considering using an account-based marketing strategy to target your high-value prospects? Read on for some great insight into what ABM is all about, plus three common pitfalls and how to avoid them.
Rather listen than read? In our latest podcast episode of Test. Learn. Grow., Level Agency’s B2B account manager, Emily Halpern, talks about account-based marketing and some of the tools and strategies you can use to achieve it.
What is account-based marketing?
Account-based marketing—commonly referred to as ABM is an approach to marketing wherein a company's marketing and sales team work closely together to create highly targeted, highly personalized content. This content is directed at their highest value prospects, those they’d most like to turn into customers. ABM is a strategy you can use to cut through the noise of all the other marketing a prospect might be seeing in order to speak to them on a more personal level.
Curated vs. creepy
But, as Emily explained to us, there’s an art to ABM. When looking at best-practice documentation for an ABM strategy, there’s a line between curated and creepy. Here at Level, when we work with clients using ABM, we stick to personalization that uses, for example, a company name on a landing page, or industry categories and job titles in served ads, but we stay away from using first names or other personally identifiable information. Sometimes personalization doesn’t even need to include a specific name, but instead it’s about getting content specifically meant for that prospect in front of them. Ultimately, ABM is a relationship-building tool.
Avoiding common ABM mistakes
To help accelerate your ABM learning, we asked Emily for some common pitfalls to look out for—and how to avoid them—so you’ll be ahead of the game! Here’s her top three:
Build on your foundation
Now that you’re ready to implement an ABM strategy—wait. Emily imparted a few more pieces of wisdom as we wrapped up our latest episode of Test. Learn. Grow. While account-based marketing can yield some really high-value prospects, take a step back and consider...
Ready to jump into the world of account-based marketing and need some help? Reach out any time—we’d love to talk.
What did we miss? Give us your thoughts in a comment!
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In our latest episode of Test. Learn. Grow., we are reposting a LinkedIn Live show where Myles Biggs was joined by Level Agency’s Brad Stephenson, VP of Group Accounts, and Mike Rubino, Creative Director for a conversation about creative that drives performance.[READ MORE]