4 Digital Marketing Hacks for Account Based Marketing

July 24, 2017

ABM Hacks

Editor's Note: This guest post was contributed by Brandon Redlinger, Director of Growth at Engagio.

Account Based Marketing has emerged as B2B sales cycles increased in size, length, and complexity. This new strategy brings larger deals, more operational efficiency, and organizational alignment into the shifting B2B market.

In this post, we want to give you a few ways you can use your digital marketing skills to leverage ABM and bring in the “whale” accounts that you and your team are aiming to close.

Let’s get one thing straight, however. You can leverage technology and “hacks” all you’d like, but a ”playbook” strategy should form the foundation of your account based approach -- take care of the fundamentals of orchestration before you execute higher level initiatives. We’ll look at the importance of a Playbook later, but if you want to see Engagio’s Playbook, you can download it now.

1) Predicting the Future with Predictive Scoring

Predictive data sets and scoring flood our daily lives — Netflix predicts which shows you may watch next according to your viewing history, and LinkedIn predicts who you may know based on factors like shared connections, location, and industry. In B2B, predictive account scoring forecasts the companies that are more likely to become customers by analyzing historical data from current closed won business.

Predictive data’s score modeling in B2B enables analysis on far more dimensions than any individual or team could manually analyze in the past.

When you’re building out your predictive models, make sure to include:

  • Firmographic Data - Company information like organization size, industry, market and vertical, projected financials, growth trends, number of locations, market share, or industry position.

  • Technographic Data – The technologies a company uses.

  • Intent Data –Signs of in-market activity from that account, like company updates about round of funding, welcoming a new executive, and acquisitions.

  • Engagement Data  – Interactions with you, your company, or your content (eBooks, webinar, whitepapers, etc.)

Here’s a list of some vendors you may want to consider partnering with for predictive analytics:

2) Leveraging Social Media to Listen to and Engage Target Accounts

All good B2B reps already know that by following their target accounts and key contacts on Linkedin and Twitter, you can take engagement to the next level.

First, set up private Twitter lists for your targets to keep a tab on daily activity. You can create specific views of activity from target accounts using tools like Hootsuite or Tweetdeck.

Next, set up monitoring tools like Google Alerts, BuzzSumo, Mention.com, and set alerts on  your account’s name, the account’s products, key contacts, or any other relevant keywords.

Then, aggregate relevant conversations and collect data using tools like Synthesio, Sprinklr, or CircleBack.

Finally, build relationships by engaging with prospects. Cold emails become annoying quickly, but prospects welcome it if you like and share their content daily. Check out tools like PeopleLinx that suggest the most effective actions by tracking rep activity. Try Nudge to track your relationships across networks and platforms. Use Discover.ly to see a contact’s information across all social networks as you browse the web.

3) Deliver a Highly-Personalized Experience for Key Contacts

Seventy percent of buyers identify a vendor’s website as the most influential channel to determine their purchasing decision. Regardless, as prospects’ attention gets pulled in more directions, they spend less time on your site.

Real time web personalization allows you to captivate prospects by delivering a timely and precise message. You can now identify anonymous segments of visitors with technologies like reverse IP look-up to give them exactly what they’re looking for when they land on your site, drastically increasing the chances they’ll do business with you. Audit your content to determine if your marketing material covers the stages of the buyer’s journey for all key personas. Additionally, take a good look at the content that you’ve analyzed the engagement metrics and conversion rates for to see if you need to update existing content.

Identify your high-value targets, and create custom content with specific messaging and personalized CTAs. Certain key contacts will get different copy (and perhaps a different website experience altogether) from the landing page all the way down to the CTA.

4) Using PlayBook to Orchestrate The ABM Process

Ultimately, technology doesn’t close a sale — that lies on the rep and their unique process. That’s why it’s important to have the right overarching, cohesive strategy before moving on to the tactics.

Leveraging the hacks I’ve mentioned takes real organizational alignment and team coordination. We like to call this alignment “orchestration” at Engagio — we think of the coordination involved in both musical and sports terms.

Before a conductor leads a symphony, they painstakingly practice prior to taking the stage. A quarterback doesn’t make it up plays on the fly — every play, every step, every movement is part of a playbook.

ABM done right requires the the same kind of orchestration and the same kind of playbook. It’s not just a marketing coordinated activity, but rather a strategic business initiative -- call it “Account Based Everything.”

Before you implement predictive scoring, leverage social, or purchase web personalization software, build your playbook. A Playbook is a complete collection of Plays an organization can run in any given business scenario with the goal of engaging target accounts, both with new prospects and existing customers. It tells the team how to execute on the strategy.

To get you started on your own playbook, download The Engagio PlayBook — it shows you our tested and proven Sales, Marketing, and Customer Success Plays we’ve run at Engagio.

For more insight into ABM, register today for the webinar, Why Account-Based Marketing Is Inevitable: How to Take Advantage of the Trends that Make ABM a Successful Strategy for B2B Marketers.