12 Steps to Build the Ideal ABM Campaign

12 Steps to Build the Ideal ABM Campaign

January 23, 2024

Creating an effective account-based marketing (ABM) campaign from scratch can be overwhelming. Where do you start? Who should be responsible for what?

But when broken down into a specific, step-by-step approach, the process becomes a lot less scary. To help you get started, we’ve put together this list of 12 straightforward steps to send you on your way to a sustainable, effective ABM campaign.

12 Steps to Build the Ideal ABM Campaign

1. Define Your ABM Strategy

Aligning your ABM strategy with your business's overall objectives is a crucial first step. This involves a deep understanding of your company's goals and how ABM can support them. It requires collaborating across departments to ensure everyone is aligned with the ABM objectives, defining what success looks like, and determining the resources needed. It's about prioritizing quality over quantity, focusing on key accounts that align with your business goals and have the potential to drive significant value.

2. Identify High-Value Target Accounts

The identification of high-value target accounts is a data-driven process. It involves analyzing existing customer data to understand which types of accounts have been most profitable and aligning these findings with your ideal customer profile (ICP). Factors such as industry, company size, location, and revenue potential are considered. Advanced tools and platforms can aid in this process by providing enriched data and insights, helping to pinpoint accounts that are not just likely to convert but also to offer significant long-term value.

Postal's platform supports the identification of high-value target accounts by providing insights and analytics that complement your existing data. By integrating your CRM with Postal, you can leverage detailed account information and engagement metrics, enabling a more precise targeting approach in your ABM strategy. This ensures you focus your resources on the accounts with the highest potential for long-term value.

3. Research and Develop Personas

Researching and developing personas is a critical step in ABM. In this process, you gather comprehensive insights about these individuals, including their roles within the organization, the challenges they face, their preferences, and their behavioral patterns. This detailed understanding helps in creating personalized and highly relevant marketing approaches tailored to each specific account.

By customizing your messaging based on the personas you've meticulously crafted, you not only optimize the sales cycle but also resonate more effectively with your target audience, which comprises decision-makers and influencers within B2B companies. This level of personalization goes beyond traditional marketing tactics, ensuring that your communication addresses the specific needs, objectives, and challenges of each account.

4. Customize Messaging for Each Account

By crafting custom messages that resonate with the specific circumstances and objectives of each account, you elevate the relevance and impact of your outreach. This personalized approach is particularly effective in engaging specific accounts within your target audience. In the world of B2B marketing in particular, customized messaging is a game-changer. It ensures that your marketing tactics align seamlessly with the purchasing decisions made by your potential customers.

For sales reps, this level of customization is invaluable. It allows them to engage with specific accounts in a highly personalized manner, addressing the pain points and preferences of each decision-maker and influencer. By tailoring your messaging to each account's unique persona, you optimize the sales cycle, moving potential customers closer to conversion.

5. Aligning Sales and Marketing Teams

In ABM campaigns, the alignment of sales and marketing teams is pivotal for enhanced engagement and conversion rates. This alignment ensures a unified approach to target accounts, with both teams sharing insights, strategies, and goals. Regular communication and collaboration are essential to maintain this alignment. By working cohesively, these teams can provide a consistent and personalized customer journey, increasing the effectiveness of marketing efforts and sales outreach.

6. Leveraging CRM and Marketing Automation

CRM data is invaluable in personalizing outreach in ABM campaigns. By utilizing CRM and marketing automation tools, businesses can tailor their communications based on the insights gathered from customer interactions and behaviors. This personalization extends to email campaigns, social media outreach, and direct mail, making each touchpoint relevant to the specific needs and preferences of the target accounts. CRM integration also helps in tracking the effectiveness of these efforts, allowing for continuous optimization of the ABM strategy.

7. Engage Through Multiple Channels

In account-based marketing, it’s essential to engage target accounts through various channels like email, social media, direct mail, and webinars. This multi-channel approach allows the sales team and marketing teams to cover a wide net, ensuring they reach key decision-makers and stakeholders across different platforms. By optimizing messaging for each channel, this strategy enhances the customer experience and increases touchpoints with high-value accounts.

8. Use Predictive Analytics

Predictive analytics plays a crucial role in ABM by forecasting the future needs of target accounts. It helps marketing teams tailor their marketing campaigns, content marketing, and outreach initiatives more effectively. By anticipating the pain points and preferences of decision-makers, businesses can streamline their marketing efforts and sales process, leading to improved lead generation and higher conversion rates in their ABM program.

9. Track Metrics and KPIs

For ABM campaign success, it’s essential to track various metrics and KPIs. This involves monitoring engagement rates, conversion rates, and ROI to evaluate the effectiveness of your strategies. Regular analysis of these metrics helps in understanding the impact of your ABM efforts on the sales funnel and in making data-driven decisions.

10. Embrace Social Selling on Platforms Like LinkedIn

Utilize social selling, especially on LinkedIn, to connect with and engage key stakeholders. This strategy involves sharing insightful content, participating in discussions, and using LinkedIn's targeting features to reach decision-makers within your target accounts. Social selling on platforms like LinkedIn helps in building relationships and establishing your brand's presence in the B2B market.

11. Review and Adapt Your Strategies

In ABM, it's crucial to continuously analyze campaign data for relevant insights. Regularly review metrics and KPIs to assess the effectiveness of your strategies. Adapt and refine your approach based on what works, targeting pain points and preferences of key decision-makers. This ongoing process keeps your ABM campaigns fresh and ensures that they remain aligned with evolving market trends and customer needs.

12. Integrate Offline Engagement Strategies

Leverage Postal's platform to enhance ABM campaigns with offline engagement strategies, such as direct mail and personalized gifting. These strategies create memorable experiences for your target accounts, and add a tangible dimension to digital efforts, strengthening customer relationships and enhancing the overall customer experience. By integrating offline strategies, you can effectively complement your digital outreach, making your ABM campaigns more impactful and personalized.

Build Your Ideal ABM Campaign With Postal By Your Side

Postal's platform not only facilitates these steps but also encourages the development of a broader offline engagement strategy, offering tools to personalize and measure the impact of your ABM campaigns. This holistic approach leads to a more successful ABM campaign, elevating your marketing efforts.

There’s no time to waste—try a free demo and lay the foundation of your ABM campaign today.

Lauren Alt-Kishpaugh
Lauren Alt-Kishpaugh

Lauren Alt-Kishpaugh is the VP of Marketing at Postal, the leading Global Offline Marketing Engagement Platform that creates memorable moments for organizations to generate leads, increase sales velocity, and retain happy customers. Prior to Postal, Lauren worked across various marketing functions including marketing operations, campaign management, and acquisition at hyper-growth software companies like Outreach, ThousandEyes, and Solv Health. She currently lives in San Francisco with her husband, Jon, and her dog, Maple.