The future of startup marketing lies in Account-Based Marketing (ABM), which targets specific accounts within a particular target audience with personalised messages that guide them through the buyer's journey. However, implementing such a laser-focused approach can be difficult for time- and resource-strapped business owners. Here are some account-based marketing examples that can help businesses target their specific target audience effectively:
- Personalised email campaigns:
- Customized website experiences
- Social media targeting
Programmatic ads are nothing new, of course. Businesses have been using machines and algorithms to purchase display space for years. But the inception of Account Based Marketing (ABM) has enabled marketers to ensure the content they’re automatically serving up tells a story and has meaning for individual buyers.
So, instead of just being hit by a series of generic content to drive awareness of a business, prospects are exposed to more detailed information about a product or brand, concluding with an ad that's meant to close the deal. This kind of marketing strategy can be executed with the help of Account Based Marketing tools that allow businesses to create personalised campaigns for specific accounts, leveraging ad space on relevant channels to engage with their target audience. These ABM tools enable businesses to deliver customised messaging and content to their target audience, which helps them to drive conversions and close deals more effectively.
Research from Dun & Bradstreet found that 48% of B2B marketers already had this type of ad personalisation in place, while a further 38% said they were planning to get on board with it in the next 12-24 months.
- Read more about account based marketing
Laying the Foundations for Account-Based Success
However, as eMarketer points out, there’s a lot of groundwork that needs to be done first before programmatic and ABM can begin working in harmony.
First things first, for account based marketing, marketing and sales teams need to research specific accounts to understand similarities and differences. This allows for targeted and effective messaging.
And, although startups may not have dedicated sales and marketing teams, it’s important that the efforts of each are coordinated, explained eMarketer analyst Jillian Ryan.
“There needs to be continuity and orchestration between the advertising strategy and all other channels in order to nurture accounts through the buyer's journey in a strategic way,” she said.
Preventing Mixed Messages
A lack of coordination could result in buyers receiving mixed messages. However, orchestrating account interactions and running plays was one of the top three challenges B2B marketers faced in their Account-Based Marketing (ABM) efforts, as 2018 research from Engagio revealed. This challenge can be overcome with the help of programmatic buying, digital marketing, and ad exchanges, which enable businesses to unify their messaging across multiple channels and deliver consistent experiences to their target audience.
Are you ready to start the journey towards more relevant content, served up to target accounts? The results and ROI at the end of it make it a trip well worth taking, but it’s not without its challenges along the way.
At Incisive Edge, we help you avoid any potential obstacles – contact us today to find out how we can help to take your tech startup to the next level.
