What Are the Different Levels of Account Based Marketing?

linkedin account based marketing

Account-based marketing is a marketing tactic that is sales-oriented. Generally, marketing strategies generate leads, and then sales teams try to convert them. But the same is not the case with account-based marketing. With account-based marketing, the efforts of sales and marketing are aligned to convert leads. The thing that differentiates account-based marketing is that first the target audience is determined, and then the marketing material is used to bring them into the sales pipeline.

In account-based marketing, sales, and marketing try to encourage engagement with and conversion of a specified group of accounts; personalized marketing, sales development, sales, and customer success initiatives are coordinated across the board.

While many organizations think account-based marketing is very expensive and not scalable, that is not true. The three-tiered approach for ABM targeting enables the organization to make lead generation and conversion more feasible. Let’s see how you can do it.

What is the three-tiered approach for ABM targeting at scale?

It’s typical for businesses to test the notion of ABM with a senior marketer and a small number of strategic accounts. Unsurprisingly, they don’t get the same good outcomes when asked to scale the programme to 50, 100, or more accounts.

The holy grail is scaling your personalized ABM campaigns. Utilizing tools and technology that enable Sales and Marketing teams to automate numerous operations they previously performed manually, a tiered approach to ABM enables you to scale your efforts, which boosts production and yields greater results.

Strategic ABM

Strategic Account Based Marketing is one of the varieties of account-based marketing that is most frequently used with preexisting, high-value accounts. With the use of this method, sales, marketing, and management may be able to cross-sell and upsell to these customers more successfully. Strategic ABM comprises the creation of incredibly targeted account marketing strategies for a small group of high-value accounts—typically one to five.

Prior to using this strategy, marketers must have a thorough understanding of the needs of their target audience because it requires the greatest time and effort. Organizations that use one-to-one marketing frequently analyze ROI over a multi-year period, and strategic ABM requires months, if not years, of targeting.

Creating personas and doing research are just two of the steps in the process that should produce highly customized communications. If the team is equipped with a sizable budget, high-value existing clients, and the required time, resources, and personnel, one-on-one account-based marketing is the most successful B2B strategy.

Marketing ABM

The recognition that not all prospect accounts on your target list are created equally is one of the main components of ABM. There will always be accounts with a greater and a lower priority, and it is crucial to distinguish between them properly so that you can allocate the proper amount of resources and handle them accordingly.

To one-to-few marketing, also referred to as ABM lite, second-tier named accounts should be introduced. You don’t need to focus much on the particular desires and requirements of each consumer when using ABM light. Instead, 5–10 essential accounts with similar issues, goals, and needs will be chosen by the marketing and sales divisions.

ABM lite would be useful for organizations with some leeway in their budgets and who can afford to add resources and staff. You should still draw on your in-depth familiarity with the personas, profiles, and segments of your potential customers when creating these B2B account groups. Nevertheless, if you’d like, you can still send them customized messages.

Programmatic ABM

Programmatic Account-Based Marketing, also referred to as one-to-many marketing, is the third stage. Programmatic ABM divides accounts based on their similarities and differences in terms of the opportunities and risks they face as an organization. This is akin to one-to-few marketing. Instead of concentrating on just five to ten accounts, programmatic ABM groups hundreds or even thousands of accounts based on client profiles.

Customer relationship management (CRM) software or a marketing automation platform like Eloqua, Marketo, or Pardot are frequently used by programmatic account-based marketing teams. These technologies assist in segmenting their clients so that they may give them personalized messages based on information such as geography and industry.

Account-based marketing (ABM) via programmatic enables even small organizations with constrained resources to start focusing on accounts. Even though fewer man-hours and financial resources are needed, the consumer is still at the center of sales and marketing.

Observe the tiering scheme

The ones described above are only a few instances of the various ABM initiatives and campaigns. The most crucial thing to keep in mind is that each tier’s accounts have a different value and should be handled accordingly. Three questions should constantly be on your mind when managing your ABM initiatives.

  • Do I have a distinct policy for my Tier 1 and Tier 2 accounts?
  • Is the amount of resources invested in line with the anticipated return?
  • What more programmes can I incorporate into my current strategy?

Launch a multi-channel strategy.

Regardless of whether your ABM campaign is programmatic or strategic, you should always launch initiatives on several different channels.

While a small number of high-converting channels will likely account for the majority of your conversions, Regular marketing messages, voicemails left after cold calling, and air cover will all work to keep your brand at the forefront of the account’s mind and eventually influence the decision to engage with your business when the time is appropriate.

Conclusion:

Over the past few years, there has been a considerable evolution in the competition to attract buyers. In the present era, marketing a new firm requires taking into account the numerous channels like subscription of LinkedIn Premium plans and  linkedIn automation technologies  for consumers’ attention. Account Based Marketing is one of the options available to business owners who must choose strategies that generate the greatest revenue. ABM enables businesses to prioritize client relationships, send pertinent communications, and create a distinctive brand identity, whether it is strategic, light, or programmatic.