Back to blog

How to use account-based marketing to increase customer loyalty

November 17, 2023 | Jimit Mehta

Are you looking for ways to increase customer loyalty for your business? One strategy that can be particularly effective is account-based marketing (ABM). ABM is a targeted marketing approach that focuses on individual accounts rather than a broad group of leads. By personalized marketing efforts, you can build stronger relationships with your most valuable customers and turn them into brand advocates. In this article, we will discuss the benefits of ABM and provide tips on how you can use it to increase customer loyalty for your business.

What is account-based marketing and how does it differ from traditional marketing?

ABM is a targeted marketing approach that focuses on individual accounts rather than a broad group of leads. It involves creating personalized marketing campaigns for specific, high-value accounts in order to build deeper relationships with these customers and drive revenue.

ABM differs from traditional marketing in that it is more targeted and personalized. While traditional marketing strategies aim to reach a wide audience with a general message, ABM is focused on a smaller group of accounts and tailors its marketing efforts specifically to them. This targeted approach allows businesses to provide a more personalized experience for their customers and build stronger, more loyal relationships.

Personalize every website interaction
Try for free

The benefits of using account-based marketing to increase customer loyalty

There are several benefits to using ABM to increase customer loyalty:

  1. Improved customer experience: By personalizing marketing efforts through ABM, businesses can provide a more tailored and relevant experience for their customers. This can lead to higher levels of satisfaction and loyalty.

  2. Increased revenue: ABM allows businesses to focus their marketing efforts on their most valuable accounts, which can lead to increased revenue through upselling and cross-selling.

  3. Greater efficiency: ABM is a highly targeted approach, which means that businesses can allocate their resources more efficiently and see a higher return on investment.

  4. Stronger relationships: By providing a personalized experience through ABM, businesses can build stronger, more trusting relationships with their customers. This can lead to increased loyalty and advocacy for the brand.

  5. Better alignment with sales: ABM involves close collaboration between marketing and sales teams, which can lead to better alignment and a more seamless customer journey. This can also contribute to increased customer loyalty.

How to identify and prioritize the right accounts for your ABM strategy

Identifying and prioritizing the right accounts for your ABM strategy is an important first step in ensuring the success of your campaigns. Here are some tips for identifying and prioritizing the right accounts:

  1. Identify your target audience: Determine the characteristics of your ideal customer and use this information to create a target audience profile. This will help you narrow down which accounts are most likely to be interested in your products or services.

  2. Analyze your current customer base: Look at your current customer base and identify patterns or characteristics that are common among your most valuable accounts. These accounts should be top priorities for your ABM strategy.

  3. Consider the potential value of each account: Not all accounts are created equal. Consider the potential value of each account in terms of revenue and long-term growth potential. This will help you prioritize which accounts to focus on first.

  4. Use account scoring: Create a scoring system to help you prioritize accounts based on various factors such as fit, need, budget, and timing. This will allow you to prioritize your efforts and ensure that you are targeting the most promising accounts.

  5. Seek input from sales: Your sales team likely has valuable insights on which accounts are most likely to be successful. Engage with them to get their input on which accounts to prioritize in your ABM strategy.

Personalizing your marketing efforts through ABM

Personalizing your marketing efforts through ABM is key to building stronger, more loyal relationships with your customers. Here are some tips for personalizing your marketing efforts through ABM:

  1. Use personalization tokens: Personalization tokens allow you to customize your marketing materials with specific information about the account or individual you are targeting. This could include their name, company, industry, or other relevant details.

  2. Segment your accounts: Divide your accounts into smaller groups based on common characteristics or needs. This will allow you to create more targeted marketing campaigns that are tailored to each group.

  3. Use data to inform your marketing efforts: Use data and insights from your customer interactions to inform your marketing efforts. This could include information on their pain points, preferences, and behavior.

  4. Personalize your messaging: Tailor your messaging to each individual account. This could include using different language, tone, or messaging based on the specific needs and characteristics of the account.

  5. Offer personalized content: Provide customized content that is relevant to the specific needs and interests of each account. This could include whitepapers, case studies, webinars, or other content that addresses their specific challenges or goals.

Measuring the success of your ABM campaigns

Measuring the success of your ABM campaigns is crucial for understanding what is working and what is not, and for identifying areas for improvement. Here are some key metrics to consider when measuring the success of your ABM campaigns:

  1. Account engagement: Track the level of engagement of your target accounts with your marketing efforts. This could include the number of clicks, opens, or conversions from your campaigns.

  2. Pipeline impact: Measure the impact of your ABM campaigns on the sales pipeline. Look at the number of opportunities generated and the value of those opportunities.

  3. Revenue impact: Determine the direct impact of your ABM campaigns on revenue. This will allow you to understand the return on investment of your efforts.

  4. Customer satisfaction: Measure the satisfaction of your target accounts with your marketing efforts. This could include conducting customer surveys or tracking customer retention rates.

  5. Brand advocacy: Track the level of brand advocacy among your target accounts. This could include the number of referrals or positive reviews from your customers.

It's important to track a combination of these metrics in order to get a comprehensive view of the success of your ABM campaigns.

Tips for implementing an effective ABM strategy

Implementing an effective ABM strategy requires careful planning and execution. Here are some tips for implementing an effective ABM strategy:

  1. Define your target accounts: Clearly define the accounts that you are targeting with your ABM efforts. This should include information on the characteristics, needs, and potential value of each account.

  2. Align with sales: ABM involves close collaboration between marketing and sales teams. Make sure that your ABM efforts are aligned with the goals and priorities of your sales team.

  3. Personalize your approach: Use personalization tokens and segmentation to tailor your marketing efforts to each individual account. This will help you provide a more relevant and customized experience for your customers.

  4. Use data to inform your efforts: Use data and insights from customer interactions to inform your marketing efforts. This will help you understand the specific needs and challenges of each account and create more targeted campaigns.

  5. Measure and optimize: Regularly track and measure the success of your ABM campaigns, and use this data to optimize your strategy and improve results.

By following these tips, you can ensure that your ABM efforts are effective and drive increased customer loyalty for your business.

Case studies of businesses that have successfully used ABM to increase customer loyalty

There are many examples of businesses that have successfully used ABM to increase customer loyalty. Here are a few case studies:

  1. HubSpot: HubSpot, a provider of marketing and sales software, implemented an ABM strategy that resulted in a 20% increase in customer retention. By creating personalized marketing campaigns for their target accounts, they were able to build stronger relationships and drive increased loyalty.

  2. GE Healthcare: GE Healthcare used ABM to drive customer loyalty in the healthcare industry. By targeting specific accounts and tailoring their marketing efforts to the needs of each account, they were able to increase customer retention by 10%.

  3. InsideView: InsideView, a provider of market intelligence software, used ABM to drive customer loyalty and increase customer retention by 20%. By creating personalized campaigns for their target accounts and closely aligning with sales, they were able to build stronger relationships with their customers.

These case studies demonstrate the effectiveness of ABM in increasing customer loyalty and retention. By targeting specific accounts and personalizing their marketing efforts, these businesses were able to build stronger, more loyal relationships with their customers.

The future of account-based marketing and its potential for customer loyalty.

The future of ABM looks bright, and it has the potential to continue driving customer loyalty for businesses. Here are a few trends to watch in the future of ABM:

  1. Greater use of AI: AI and machine learning can be used to improve targeting and personalization in ABM. By using AI to analyze customer data, businesses can create more targeted and relevant marketing campaigns for their target accounts.

  2. Increased integration with other marketing channels: ABM will likely become more integrated with other marketing channels, such as social media and email marketing. This will allow businesses to create more comprehensive and cohesive marketing campaigns for their target accounts.

  3. Greater use of account-based advertising: Account-based advertising (ABA) allows businesses to target specific accounts with online ads. This is a growing trend in ABM and has the potential to drive increased customer loyalty through personalized, targeted advertising.

Overall, the future of ABM looks bright and has the potential to continue driving customer loyalty for businesses. By using advanced technologies and integrating with other marketing channels, businesses can create even more targeted and personalized marketing campaigns for their target accounts.

Final thoughts

ABM is a targeted marketing approach that focuses on individual accounts rather than a broad group of leads. By personalized marketing efforts, businesses can build stronger relationships with their most valuable customers and turn them into brand advocates. The benefits of ABM include improved customer experience, increased revenue, greater efficiency, stronger relationships, and better alignment with sales.

To implement an effective ABM strategy, businesses should define their target accounts, align with sales, personalize their approach, use data to inform their efforts, and measure and optimize their campaigns. ABM has the potential to continue driving customer loyalty in the future through the use of AI, increased integration with other marketing channels, and greater use of account-based advertising.

Want to target individual accounts using personalization? Try Markettailor for free.


Related posts

The role of account-based marketing in customer success

In today's competitive business landscape, it's not enough to simply attract new customers. To truly succeed, companies must focus on retaining and expanding their current customer base. One effective strategy for doing so is account-based marketing (ABM), which targets specific accounts with...

Read more

The Impact of UTM Tagging on Cross-Device Tracking

Have you ever wondered how companies are able to track your online behavior across multiple devices and deliver relevant advertisements to you? The answer lies in UTM tagging. UTM tags, or Urchin Tracking Module tags, are simple snippets of code that are added to the end of a URL to track where...

Read more