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How to use account-based marketing to retain customers

November 18, 2023 | Jimit Mehta

Are you tired of constantly acquiring new customers just to watch them leave? It's a frustrating cycle that can be difficult to break. But what if we told you that there was a way to not only acquire new customers, but also retain them for the long haul? Introducing account-based marketing, a targeted approach that focuses on individual accounts rather than mass marketing campaigns. By personalizing your marketing efforts and building meaningful relationships with your key accounts, you can turn one-time customers into loyal brand advocates. In this article, we'll discuss the benefits of account-based marketing and how you can use it to retain customers and drive long-term growth for your business.

Definition of account-based marketing

ABM is a targeted marketing approach that focuses on individual accounts rather than mass marketing campaigns. It involves creating personalized marketing efforts for a select group of key accounts, with the goal of building long-term, mutually beneficial relationships. ABM is often used in B2B marketing, where the sales cycle is longer and the value of each customer is typically higher.

ABM is different from traditional marketing, which is typically focused on reaching as many people as possible through mass campaigns. With ABM, the goal is to create highly personalized and targeted marketing efforts for a select group of accounts, with the goal of driving revenue and retaining customers. This can involve a variety of marketing tactics, such as targeted advertising, personalized content, and in-person events, all designed to engage and nurture key accounts.

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The benefits of using account-based marketing for customer retention

There are several benefits to using account-based marketing for customer retention:

  1. Increased customer loyalty: By personalizing marketing efforts and building meaningful relationships with key accounts, you can turn one-time customers into loyal brand advocates.

  2. Higher lifetime value: Retaining customers can lead to increased customer lifetime value, as repeat customers are more likely to make additional purchases and recommend your business to others.

  3. Increased efficiency: ABM allows you to focus your marketing efforts on a select group of accounts, rather than spreading resources thin with mass marketing campaigns. This can lead to increased efficiency and better ROI.

  4. Better targeting: With ABM, you can tailor your marketing efforts to the specific needs and preferences of your key accounts, resulting in more relevant and effective messaging.

  5. Improved sales and revenue: By retaining customers, you can drive long-term growth for your business and improve overall sales and revenue.

Overall, using account-based marketing for customer retention can lead to stronger, more profitable relationships with key accounts and drive long-term success for your business.

Identifying key accounts for account-based marketing efforts

Identifying key accounts for account-based marketing efforts is an important step in implementing an ABM strategy. Key accounts are those that have the highest potential value for your business, either through their current level of spending or their potential for future growth. There are a few different ways to identify key accounts:

  1. Current customers: Look at your current customer base and identify those that are most valuable to your business. These could be customers with the highest lifetime value, or those that provide the most referral business.

  2. Industry research: Research your industry and identify companies that are leaders in their field or have the potential to be major players in the future. These could be good candidates for an ABM campaign.

  3. Account scoring: Use a scoring system to rank potential accounts based on factors such as size, industry, location, and fit with your business. This can help you prioritize which accounts to focus on first.

  4. Sales team input: Your sales team likely has insights into which accounts have the most potential. Involving them in the process of identifying key accounts can be helpful.

It's important to note that your key accounts will likely change over time, so it's important to regularly review and update your list.

Personalizing marketing efforts for key accounts

Personalizing marketing efforts for key accounts is an essential part of an ABM strategy. By tailoring your marketing efforts to the specific needs and preferences of your key accounts, you can create a more relevant and effective message that resonates with them. Here are a few ways to personalize your marketing efforts for key accounts:

  1. Customize content: Create personalized content that speaks to the specific pain points and needs of your key accounts. This could be in the form of blog posts, case studies, or email campaigns.

  2. Personalize communication: Use the name of the key account and their specific industry or challenges in your communication. This can make your message feel more personalized and relevant.

  3. Use multiple channels: Utilize a variety of channels to reach your key accounts, including email, social media, and in-person events. This can help you reach them on the platforms they use most and create a more integrated marketing approach.

  4. Test and iterate: Use data and feedback from your key accounts to continually refine and improve your marketing efforts.

By personalizing your marketing efforts for key accounts, you can create a more targeted and effective message that resonates with them and helps build long-term, mutually beneficial relationships.

Building meaningful relationships with key accounts

Building meaningful relationships with key accounts is an important part of an ABM strategy. By developing a deeper understanding of your key accounts and creating personal connections, you can turn one-time customers into loyal brand advocates. Here are a few ways to build meaningful relationships with key accounts:

  1. Get to know your key accounts: Take the time to understand your key accounts' business goals, challenges, and needs. This will help you create more relevant and effective marketing efforts.

  2. Foster communication: Encourage open and ongoing communication with your key accounts. This could be through regular check-ins, email updates, or in-person meetings.

  3. Offer value: Look for ways to add value to your key accounts beyond just selling your product or service. This could be through industry insights, best practices, or helpful resources.

  4. Build trust: Establish trust with your key accounts by consistently delivering on your promises and meeting their needs.

By building meaningful relationships with key accounts, you can create a sense of partnership and foster long-term, mutually beneficial relationships that drive success for both parties.

Measuring the success of account-based marketing campaigns

Measuring the success of ABM campaigns is important for understanding what's working and what areas need improvement. By tracking key metrics, you can gain insights into the effectiveness of your ABM efforts and make data-driven decisions to optimize your strategy. Here are a few metrics to consider when measuring the success of ABM campaigns:

  1. Revenue: One of the primary goals of ABM is to drive revenue, so tracking revenue generated from key accounts is an important metric.

  2. Customer retention: ABM is also focused on retaining customers, so tracking customer retention rates for key accounts can provide insights into the effectiveness of your efforts.

  3. Engagement: Tracking engagement with key accounts can help you understand how your marketing efforts are resonating with them. This could include metrics such as email open rates, website traffic, or social media engagement.

  4. Pipeline impact: ABM can also have an impact on the sales pipeline, so tracking key pipeline metrics such as deal size and close rate can provide insight into the overall effectiveness of your campaigns.

By regularly tracking these and other relevant metrics, you can measure the success of your ABM campaigns and make informed decisions to optimize your strategy.

Best practices for implementing an account-based marketing strategy

Implementing an ABM strategy can drive long-term success for your business, but it's important to follow best practices to ensure your efforts are effective. Here are a few best practices to consider when implementing an ABM strategy:

  1. Clearly define your goals: Before you start, it's important to define what you hope to achieve with your ABM efforts. This could include increasing revenue, retaining customers, or driving brand awareness.

  2. Identify your key accounts: Carefully select the accounts you will focus on for your ABM efforts. These should be accounts that have the highest potential value for your business.

  3. Create personalized campaigns: Tailor your marketing efforts to the specific needs and preferences of your key accounts. This could include personalized content, targeted advertising, and in-person events.

  4. Foster meaningful relationships: Look for ways to build deeper, more personal connections with your key accounts. This could include regular communication, adding value beyond your product or service, and building trust.

  5. Measure and optimize: Regularly track key metrics to understand the effectiveness of your ABM efforts and make data-driven decisions to optimize your strategy.

By following these best practices, you can effectively implement an ABM strategy and drive long-term success for your business.

Real-world examples of successful account-based marketing retention campaigns

There are many real-world examples of successful ABM retention campaigns. Here are a few examples:

  1. Salesforce: Salesforce, a customer relationship management software company, used ABM to retain and grow key accounts. By creating personalized marketing campaigns and building meaningful relationships with key accounts, they were able to drive long-term customer retention and revenue growth.

  2. LinkedIn: LinkedIn, a professional networking platform, used ABM to retain and grow their enterprise accounts. By creating personalized content and hosting in-person events for key accounts, they were able to drive customer retention and revenue growth.

  3. Adobe: Adobe, a software company, used ABM to retain and grow their top enterprise accounts. By creating personalized marketing campaigns and offering value beyond their product or service, they were able to drive customer retention and revenue growth.

These are just a few examples of companies that have successfully used ABM to retain and grow key accounts. By focusing on individual accounts and building personalized, mutually beneficial relationships, these companies were able to drive long-term customer retention and revenue growth.

Over to you

ABM is a targeted approach that focuses on individual accounts rather than mass marketing campaigns. By personalizing marketing efforts and building meaningful relationships with key accounts, businesses can turn one-time customers into loyal brand advocates and drive long-term growth. To effectively use ABM to retain customers, it's important to clearly define goals, identify key accounts, create personalized campaigns, foster meaningful relationships, and measure and optimize efforts.

By following these best practices and using real-world examples as a guide, businesses can effectively implement an ABM strategy and drive customer retention and revenue growth.

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