If you’re joining us after our past two "Kickstart Your ABM Campaign" articles, then you’ve learned how to conduct the research you need to create user personas, how to lay out those personas, and how to create the content that speaks to those personas at every step of their journey.
And now the fun can start!
Because once that necessary legwork is completed, it’s time to launch your Account Based Marketing campaign.
But doing prep work is one thing. How do you actually start?
Don’t worry, we’ve got that covered too.
This blog will be your guide to launching an omni channel approach to account based marketing and show you how to find your target audience in their natural habitat and enhance your marketing efforts to get the results you want!
What is Omni Channel Marketing?
Omni channel marketing is a marketing strategy that involves delivering a consistent and seamless experience to your customers across multiple channels.
It’s all about taking one central marketing message and applying it everywhere.
Billboards, bus stop posters, direct mail postcards, social media, your website, Google Ads, radio and TV ads, YouTube videos, cereal boxes …
You get the picture, right? It’s everything.
And it’s the best way to get your message across to your audience, no matter where they might find you.
Of course, this is not to be confused with multi-channel marketing, which also spreads your message across multiple touchpoints. The key difference here is that an omni channel approach means that all of your channels are working together, towards the same goal.
And for ABM, that makes all the difference.
An omni channel strategy pulls together different elements, including CRM (Customer Relationship Management) systems, marketing automation tools, a presence across multiple online channels, analytics for data-driven insights, an optimized website, and effective sales enablement resources.
It’s a comprehensive approach that creates a unified marketing message and a consistent experience for your target accounts in order to not just convert, but to build strong relationships and drive your business growth!
Prepping Your ABM Campaign
Whew.
Now that you know what goes into it, let’s get started prepping your omni channel ABM campaign.
Here’s what you need to do:
Step 1: Set Your Goals
First, decide what you’re working for.
Is it revenue growth? Market expansion? Launching a new product or service?
Then choose the KPIs you think will best measure your progress. Your metrics are up to you, just be sure they align with business goals.
Once you’ve got your metrics, be sure your valuable content and email sequences are ready to go and then move on to …
Step 2: Review User Personas
Remember those user personas you created using research on the key decision-makers of your target accounts?
Good!
Review them once more to get a good grasp on the pain points, needs, and wants of your target audience. This will help you refine your messaging so that it resonates with and appeals to the people whose “YES” you need to convert.
Step 3: Choose the Right Channels
Doing all of that research on your target audience should make it pretty clear where your target audience can be found in the wild.
Whether it’s through an email campaign, offline events, a brick-and-mortar store, or through social media will depend on your product and your audience.
Pick the channels that have the highest likelihood of success and be sure your messaging for each is coordinated and consistent with each other.
Launching an Effective ABM Strategy
Once that's done, it's time to launch your campaign!
Follow these steps to get it done in the most efficient way!
Personalize Your Content
Once you’ve reviewed your personas, determined where your target audience is most likely to be and narrowed down who the key decision-makers are, it’s time to personalize your content to their unique pain points and the solutions they happen to be looking for.
To keep yourself and your team organized, create a content calendar across all of the channels you’re using and stick to it, releasing each piece of new content in the order your prospects should see it.
Remember to create content that speaks to your potential customers at every step of their user journey. Everything you release to them should be designed to nurture them and move them down your marketing funnel.
Automation is Your Friend
Using a CRM system is a must for your ABM campaign to succeed.
With so much data and analytics to keep track of, you’re going to need all the help you can get, friend!
In addition to that, CRMs make it much, much easier to keep track of your communication and customer engagement as your campaign moves forward and you start getting your content in front of your audience’s eyes.
It can also help you automate your content distribution and segment your target accounts for more personalized and effective messaging!
Align Sales and Marketing
One of the reasons that ABM is such a successful strategy for so many companies is that it requires your sales and marketing teams to work together instead of operating in two separate silos.
Make sure that, as your campaign goes on, both teams are aware of their goals, sharing information, keeping communication lines open, and working together to nurture and convert those target accounts.
Keep Track of Your Metrics
Regularly monitor your campaign to assess how well it’s performing against the goals and KPIs you set way back in step one.
It’s up to you and your campaign what to monitor, but good metrics to track for an omni channel ABM campaign are usually:
- Conversion rates: The percentage of users or visitors who take a desired action (purchasing, filling out a lead gen form, subscribing to a newsletter, etc.) in relation to the total number of visitors to your website or total audience of your marketing campaign.
- Bounce rates: The percentage of visitors who land on your web page or landing page and then leave without taking any kind of action.
- Engagement: Levels of interaction (shares, clicks, likes, comments, etc.) that your audience has with a particular piece of content or platform.
- Pipeline acceleration: Expediting your leads through the sales funnel to reduce the time it takes for those leads to convert into customers.
- Revenue: Your total income
These will help you know what type of content or approach is working best with your target audience and what needs some work.
Refine your approach and adjust as needed!
Don’t Be Afraid to Make Contact Offline!
Yes, we hear you, ABM is modern marketing that occurs digitally and strays away from the scatter-shot, cold-calling methods that worked best in the past.
But remember:
Omni channel = Every channel
And sometimes, you just need to get personal.
Sometimes, it takes a human touch or a human voice to coax those leads into converts so if your engagement metrics are telling you that your lead is getting close, then don’t be afraid to reach out!
A direct, personal email, a phone call, or a letter could make all the difference between an “Eh … I’ll think about it” and a resounding “Yes!”
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Designity: Your ABM Guide for Every Channel
And there you have it! All of the steps you’ll need to take to launch an effective and successful omni channel ABM campaign!
Of course, there’s so much more that has to go into it, so much more that depends on the specifics of your industry, your products and services, and your individual brand.
Because of this, every brand’s approach to ABM will be 100% unique.
And though, in blog form, launching a campaign might seem easy, in real life, we know it’s not.
ABM (and omni channel marketing in particular) requires a top-notch marketing strategy.
It also requires great content, CRM software, and marketing automation.
It’s hard work, is what we’re getting at. So, if you need an expert to guide you along your ABM journey, then why not partner with Designity?
Designity is made up of the top 3% of US-based creative talent, including marketing and content strategists, copywriters, graphic designers, video editors, animators, and any other specialist that you could possibly need to craft a winning marketing campaign.
And with the guidance of your Creative Director, who acts as your strategic partner and handles all of the content creation and intricate details, getting your campaign off the ground becomes a streamlined process that’s closer to happening than you could have ever dreamed.
Check out our account based marketing and omni channel marketing services page and see what Designity was able to do for companies just like yours.
Are you ready to kickstart your account based marketing journey?
