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How to create a targeted and relevant account-based marketing message

November 18, 2023 | Jimit Mehta

If you're in the business of B2B marketing, you know that creating a targeted and relevant message for your audience is key to driving conversions. But when it comes to account-based marketing (ABM), the stakes are even higher. With ABM, you're focusing your efforts on specific, high-value accounts rather than casting a wide net. That means that your marketing message needs to be even more tailored and personal in order to resonate with your intended audience. In this article, we'll explore the steps you can take to create a targeted and relevant ABM message that will help you stand out in a crowded marketplace and drive results for your business.

Identify your target audience

Identifying your target audience is the first step in creating a targeted and relevant ABM message. This involves defining the specific group of individuals or organizations that you are trying to reach and influence through your marketing efforts. To do this, you'll need to consider factors such as your target accounts' industry, size, location, and needs.

By clearly defining your target audience, you'll be able to create messaging that is more relevant and effective at reaching and engaging them. This will help you to narrow your focus and allocate your marketing resources more efficiently, rather than trying to appeal to a broad, undefined audience.

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Research your target accounts

Researching your target accounts is an important step in creating a targeted and relevant ABM message. This involves gathering as much information as possible about the specific organizations or individuals that you are trying to reach and influence through your marketing efforts. By researching your target accounts, you can gain valuable insights into their needs, challenges, and goals, which will help you to create a more personalized and effective ABM message.

There are a variety of ways to research your target accounts, including:

  1. Analyzing company websites and social media profiles
  2. Talking to current or past customers of the target account
  3. Utilizing online tools and resources to gather data about the target account, such as their size, industry, and recent news or developments
  4. Reaching out to the target account directly to gather more information or schedule a meeting

By thoroughly researching your target accounts, you'll be able to create a message that resonates with them and addresses their specific needs and pain points. This will help you to stand out in a crowded marketplace and increase the chances of converting your target accounts into customers.

Personalize your messaging

Personalizing your messaging refers to the process of tailoring your marketing message to the specific needs, interests, and preferences of your target audience. In the context of ABM, personalizing your messaging is especially important because you are focusing your efforts on specific, high-value accounts rather than a broader, undefined audience.

There are a variety of ways to personalize your ABM messaging, including:

  1. Using personalized subject lines and email greetings that address the recipient by name
  2. Customizing your messaging to address the specific challenges and pain points of each target account
  3. Segmenting your target accounts and creating customized messaging for each segment
  4. Using data and insights gathered through research to create more relevant messaging

By personalizing your ABM messaging, you'll be able to create a more compelling and effective message that resonates with your target accounts and helps you stand out in a crowded marketplace. This will increase the chances of converting your target accounts into customers and drive results for your business.

Use data to inform your messaging

Using data to inform your messaging means leveraging the insights and information gathered through research and analysis to create a more targeted and relevant marketing message. In the context of ABM, using data to inform your messaging is especially important because you are focusing your efforts on specific, high-value accounts rather than a broader, undefined audience.

There are a variety of data sources that you can use to inform your ABM messaging, including:

  1. Customer data, such as demographics and purchasing history
  2. Marketing and sales data, such as website traffic and conversion rates
  3. Industry data and trends
  4. Data from your target accounts, such as their size, location, and recent news or developments

By using data to inform your ABM messaging, you'll be able to create a message that is more tailored to the needs and interests of your target accounts. This will help you to stand out in a crowded marketplace and increase the chances of converting your target accounts into customers.

Test and optimize your messaging

Testing and optimizing your messaging refers to the process of experimenting with different versions of your marketing message to see which ones are most effective at driving conversions. This process involves creating and comparing multiple versions of your message, collecting data on their performance, and using that data to make informed decisions about which message is most effective.

In the context of ABM, testing and optimizing your messaging is especially important because you are focusing your efforts on specific, high-value accounts rather than a broader, undefined audience. By testing and optimizing your ABM messaging, you'll be able to identify the message that resonates most with your target accounts and leads to the highest conversion rates.

There are a variety of ways to test and optimize your ABM messaging, including:

  1. A/B testing, which involves creating two versions of your message and comparing their performance
  2. Multivariate testing, which involves testing multiple variables at once to see which combinations are most effective
  3. Testing different messaging approaches, such as different tone or style of writing
  4. Testing different calls to action (CTAs) to see which ones are most effective at driving conversions

By testing and optimizing your ABM messaging, you'll be able to identify the message that is most effective at driving conversions and use that message to drive results for your business.

Integrate your messaging across channels

Integrating your messaging across channels refers to the process of ensuring that your marketing message is consistent and cohesive across all of the channels that you use to reach and engage your target audience. In the context of ABM, integrating your messaging across channels is especially important because you are focusing your efforts on specific, high-value accounts rather than a broader, undefined audience. By integrating your messaging across channels, you'll be able to create a consistent and cohesive experience for your target accounts, which will help to strengthen your brand and build trust with them.

There are a variety of channels that you can use to reach your target accounts, including:

  1. Email marketing
  2. Social media
  3. Website and landing pages
  4. Advertising
  5. Events and trade shows

To integrate your messaging across channels, you'll need to create a clear and consistent message that is tailored to the needs and interests of your target accounts. This will involve creating messaging guidelines and strategies that outline the key points that you want to communicate and the tone and style that you want to use. You'll also need to ensure that your messaging is consistent across all channels, including the language and imagery that you use.

By integrating your messaging across channels, you'll be able to create a consistent and cohesive experience for your target accounts and build trust with them. This will increase the chances of converting your target accounts into customers and drive results for your business.

Use customer success stories and case studies

Using customer success stories and case studies in your marketing efforts refers to leveraging real-life examples of how your product or service has helped other customers to solve a specific problem or achieve a particular goal. These types of stories can be powerful tools in ABM because they provide evidence of the value that your product or service can provide and help to build trust with your target accounts.

There are a variety of ways that you can use customer success stories and case studies in your ABM efforts, including:

  1. Sharing customer success stories and case studies on your website or social media channels
  2. Incorporating customer success stories and case studies into your email marketing campaigns
  3. Using customer success stories and case studies as part of your sales pitch or presentation to target accounts
  4. Leveraging customer success stories and case studies in your content marketing efforts, such as blog posts or ebooks

By using customer success stories and case studies in your ABM efforts, you'll be able to provide concrete examples of the value that your product or service can provide and build trust with your target accounts. This will increase the chances of converting your target accounts into customers and drive results for your business.

Foster a sense of exclusivity

Fostering a sense of exclusivity in your marketing efforts refers to the practice of creating a perception that your product or service is only available to a select group of individuals or organizations. This can be a powerful tactic in ABM because it can create a sense of urgency and encourage target accounts to take action.

There are a variety of ways that you can foster a sense of exclusivity in your ABM efforts, including:

  1. Offering limited-time promotions or discounts to target accounts
  2. Creating a VIP program or loyalty program for target accounts
  3. Offering exclusive access to events or resources for target accounts
  4. Using language and imagery that suggests exclusivity, such as "private" or "by invitation only"

By fostering a sense of exclusivity in your ABM efforts, you'll be able to create a sense of urgency and encourage target accounts to take action. This will increase the chances of converting your target accounts into customers and drive results for your business.

Create a sense of urgency

Creating a sense of urgency in your marketing efforts refers to the practice of encouraging target accounts to take action now rather than later. This can be a powerful tactic in ABM because it can motivate target accounts to make a decision and convert into customers.

There are a variety of ways that you can create a sense of urgency in your ABM efforts, including:

  1. Offering limited-time promotions or discounts
  2. Creating a sense of scarcity, such as by limiting the number of products or services available
  3. Using language and imagery that suggests time is running out, such as "act now" or "offer ends soon"
  4. Highlighting the benefits of taking action now, such as by emphasizing the potential for missed opportunities or lost benefits if the target account waits

By creating a sense of urgency in your ABM efforts, you'll be able to motivate target accounts to take action and convert into customers. This will drive results for your business.

Utilize storytelling in your messaging

Utilizing storytelling in your marketing messaging refers to the practice of incorporating narrative elements into your message in order to make it more engaging and memorable. Storytelling can be a powerful tool in ABM because it allows you to connect with your target accounts on an emotional level and create a more compelling and persuasive message.

There are a variety of ways that you can utilize storytelling in your ABM messaging, including:

  1. Sharing customer success stories and case studies that illustrate how your product or service has helped other customers to solve a specific problem or achieve a particular goal
  2. Using storytelling techniques, such as setting a scene, introducing characters, and highlighting challenges and obstacles, to make your message more engaging and memorable
  3. Utilizing storytelling elements, such as imagery and metaphors, to bring your message to life and make it more relatable

By utilizing storytelling in your ABM messaging, you'll be able to create a more compelling and persuasive message that connects with your target accounts on an emotional level. This will increase the chances of converting your target accounts into customers and drive results for your business.

Final thoughts

ABM is a strategy that involves focusing marketing efforts on specific, high-value accounts rather than a broader, undefined audience. To create a targeted and relevant ABM message, it's important to identify your target audience, research your target accounts, personalize your messaging, use data to inform your messaging, test and optimize your messaging, integrate your messaging across channels, use customer success stories and case studies, foster a sense of exclusivity, create a sense of urgency, and utilize storytelling in your messaging.

By following these steps, you'll be able to create a targeted and relevant ABM message that resonates with your target accounts and helps you stand out in a crowded marketplace. This will increase the chances of converting your target accounts into customers and drive results for your business.

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