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Account-based marketing (ABM) has shifted the landscape for B2B marketing. Over the past few years, it’s grown from a niche strategy into an essential part of the toolkit for go-to-market teams. Gone are the days of broad, impersonal campaigns. Today, ABM allows you to target key accounts with precision and personalization, delivering the right message to the right person at the right time.
But how do you take this powerful approach and implement it in a way that drives real results? In this article, we’ll break down eight proven account-based marketing tactics you can use to elevate your marketing strategy.
Why Is ABM Effective in B2B Marketing?
The power of account-based marketing lies in its ability to deliver personalized, hyper-targeted experiences that resonate with the unique needs of each business you zone in on.
In the B2B space, buyers are often overwhelmed by generic marketing that doesn’t speak to their unique pain points. Account-based marketing allows you to break through this noise by crafting messages that directly address the challenges faced by each target account.
This targeted approach leads to higher engagement rates compared to traditional marketing methods. In fact, 86% of B2B marketers consider personalized 1:1 marketing essential for B2B marketing success, according to The Future of 1:1 Marketing Report.
Not only does ABM help you identify and connect with the right people, but it also enables you to align sales and marketing more effectively. When sales and marketing teams are unified around the same goals and accounts, your outreach becomes more cohesive and impactful.
Vincent Plassard, Growth Lead at Userled, explains: “Account-based GTM strategy is about meeting your prospects wherever they are and driving pipeline through hyper-personalized, omnichannel campaigns. ABM is not just about waiting for the right accounts to engage with your website. It’s about actively engaging those accounts across every possible touchpoint.”
10 Account-Based Marketing Tactics to Boost Your B2B Strategy
To make your account-based marketing strategy truly effective, focus on actionable tactics. With the right approach, you can turn your efforts into meaningful outcomes for your business.
Below are 10 proven account-based marketing tactics to help you achieve better engagement, conversions, and ROI from your ABM efforts.
1. Create and Distribute Personalized Content for Target Accounts
Personalized content is a potent tool to capture the attention of key decision-makers in your target accounts. Research shows that personalized CTAs on landing pages can convert 42% more visitors than generic ones. So, tailoring content to each account's challenges, pain points, and goals can significantly increase engagement rates.
Marketing and sales teams can customize content through account-specific landing pages, case studies, emails, or tailored product demos. Personalization is especially effective during critical stages of the sales funnel, where targeted content can guide decision-makers toward action.
Userled makes it easy for businesses to deliver tailored content across your channels—from your websites to 1:1 landing pages and personalized ads. By leveraging detailed targeting and dynamic content creation, we can help you serve account-specific content that speaks directly to your audience's needs. The result? You can capture engagement from your key accounts and empower your sales team for the next best action.
2. Run Account-Specific Campaigns
Generic marketing won't cut it if you want to win over high-value accounts. You need campaigns that speak to their unique needs. By running account-specific campaigns that zero in on each account’s challenges and objectives, you can significantly increase your engagement.
Think about creating hyper-targeted messaging; whether it’s through personalized content, outbound microsites, or ads that focus on their pain points. When your campaign reflects an account’s unique priorities, you’re not just another brand fighting for attention.
This personalized approach:
- Drives stronger relationships with sought-after prospects
- Boosts conversion opportunities
- Enhances lead nurturing efforts
- Creates valuable conversion opportunities
Imagine getting a reply from every prospect in your pipeline? Read our playbook on how to Accelerate Your Pipeline with Omnichannel Engagement.
3. Leverage Intent and Signals To Engage with Target Accounts
Timing is everything when engaging with high-value accounts, and intent signals are your secret weapon for hitting the mark.
You can identify the perfect moment to approach a target account by monitoring signals like:
- Hiring new team members
- Announcing key leadership changes
- Using a particular technology
For instance, if a company just hired someone who matches your buyer persona, it could indicate a shift in priorities or a fresh decision-maker ready to evaluate solutions like yours. Or, if they’re using a partner technology, that’s a golden opportunity to align your messaging around the benefits of integration.
Social media is another goldmine for intent signals. When a target account discusses challenges or seeks recommendations on platforms like LinkedIn, it’s the perfect opening to engage. These signals show they're actively seeking solutions, and if you’re there with the right offer, your chances of converting them skyrocket.
Leveraging intent data will help you cut through the noise and engage at the moment when your solution is most relevant. Instead of cold outreach, you’re creating meaningful connections that feel timely and relevant.
4. Incorporate Gifting Into Your ABM Strategy
Gifting is a powerful yet often overlooked account-based marketing tactic that can significantly boost activation and conversion. Sending personalized, thoughtful gifts to key decision-makers shows you value the relationship beyond a sales pitch.
It shows your willingness to go the extra mile to connect on a more personal level. When executed thoughtfully, it can help activate accounts faster, fostering a deeper connection that keeps your brand top of mind.
In addition, by creating a lasting impression, you position your brand to stand out in the decision-maker’s mind. This can encourage further engagement at critical stages of the customer journey, ultimately leading to more meaningful conversations and stronger relationships that pave the way for successful conversions.
5. Build a Community
Communities foster engagement, providing a platform for open dialogue, trust, and learning. In fact, 66% of companies claim their community has an impact on customer retention. Bringing together customers and champions will help you create a space where they can share experiences, learn from each other, and become vocal advocates for your brand.
A strong community also serves as a magnet for your target buyer personas. When prospects see active, engaged members discussing real-world use cases of your product, it builds credibility. Over time, this community can become one of your most powerful assets, driving loyalty, customer satisfaction, and brand advocacy.
Here’s how you can build your community:
- Host webinars and workshops: Provide value with educational content and bring your audience together to learn.
- Create online groups: Use platforms like LinkedIn or Slack to foster conversations and interactions.
- Encourage user-generated content: Ask your community to share their insights and experiences.
- Run exclusive events for members: Host in-person or virtual meetups to build stronger connections.
6. Involve Subject Matter Experts From Target Accounts
When creating impactful content, don’t underestimate the power of involving subject matter experts (SMEs) from your target accounts. By collaborating with these voices on your media projects—be it podcasts, webinars, or playbooks—you infuse your content with real-world insights that captivate your audience.
SciencePod reports that using an expert as a primary source builds content credibility, encouraging the audience to delve into and trust a website's information and resources. This is key to turning passive viewers into active participants.
Plus, partnering with these industry experts helps you build rapport and trust within your network, positioning your brand as a credible authority.
7. Customize Your Landing Pages
Customizing your landing pages is a smart move if you’re looking to improve conversion rates. When you tailor content to address the specific needs of your target accounts, you create a more engaging experience that really speaks to them.
Additionally, personalized landing pages enhance the user journey by guiding potential customers through a funnel tailored to their individual interests and behaviors. This means not just using generic messages but showcasing solutions relevant to their industry, pain points, and even their previous interactions with your brand. Dynamic content, such as testimonials from similar companies or case studies that highlight successful outcomes, can further reinforce the value of your offerings.
Plus, with Userled’s free marketing asset generator, you can get a peek at how easy it is to craft these pages using our platform. With 1:1 landing pages, you can showcase offers and messaging that resonate with your target audience, ultimately encouraging them to take action.
8. Create Strategic Partnerships
Creating strategic partnerships is a powerful way to elevate your ABM efforts. By forming strategic partnerships, you gain access to target accounts that may be difficult to reach otherwise.
Collaborating with industry influencers or complementary businesses allows you to leverage their established relationships and reputations. This shared trust can facilitate introductions and discussions that might not happen through traditional marketing channels. When you partner with entities your target accounts already value, you enhance your credibility in their eyes, making them more receptive to your message.
Hosting joint webinars, creating co-branded content, or organizing shared events are excellent ways to engage these audiences. Not only do these collaborations enhance your credibility, but they also open doors to new networks and opportunities for meaningful connections that can drive growth.
9. Stand Out With Outstanding Campaigns
To grab attention in a crowded market, you need to think outside the box and execute campaigns a little differently from the competition.
One example of a business that shook up the marketing status quo is Intridea, a web design company that targeted Ogilvy & Mather by placing a customized physical billboard near their Manhattan office. They designed the billboard designed exclusively for Ogilvy, knowing they’d grab their attention.
Intridea secured a meeting with Ogilvy and received tons of positive publicity for their effort. This type of tailored messaging not only captures attention but also fosters a sense of exclusivity and appreciation. These eye-catching, personalized messages can break through the clutter and resonate on a personal level.
Incorporating visual elements that reflect the client's brand colors or industry can further enhance this personal touch. This level of customization showcases your creativity and reinforces your commitment to understanding their needs, making your brand unforgettable amidst the noise of traditional marketing.
Another powerful and less practiced method is direct mail. In a world of email, nothing stands out better than a physical package on a key decision-maker’s desk.
10. Use ABM Technology and Analytics
Success in account-based marketing hinges on understanding your target accounts inside and out. With advanced ABM platforms, you gain access to detailed analytics that track user interactions and campaign outcomes. This level of insight from account-based analytics allows you to identify trends, anticipate needs, and respond proactively.
Monitoring key metrics, such as engagement rates, content performance, and response times will help you make informed adjustments to your strategies in real-time. These insights help you tailor your messaging and outreach efforts more precisely, ensuring you’re always aligned with your target accounts' priorities and pain points.
Userled streamlines this process, equipping you with the tools to manage your campaigns efficiently. As you gather data and analyze engagement, Userled helps you push potential clients further down the sales funnel, making it easier to convert insights into action that drives results.
Besides that, the ability to segment your target audience based on behavior and engagement levels ensures that your outreach is targeted and relevant. This proactive approach enhances your chances of conversion and fosters long-lasting relationships with your key accounts. With Userled's robust analytics, you can continuously refine your strategies, ensuring sustained success in your account-based marketing efforts.
Userled for Account-Based Marketing Efforts
Userled is tailored for businesses ready to harness the power of account-based marketing. Our platform offers comprehensive tools that equip you to create targeted campaigns aimed at your most valuable accounts. The flexibility of our tools enables you to craft everything from tailored landing pages to bespoke email campaigns that resonate with each account.
With Userled, you can easily develop personalized marketing assets, ensuring your content speaks directly to your audience's needs. Additionally, our analytics capabilities provide insights that help you refine your account-based marketing strategy over time.
Whatever your ABM goals, Userled equips you with the resources to build strong relationships and drive impactful results.
Ready to see the impact for yourself? Book a demo with us today.
Author
Generated £1.3M pipeline by focusing on UTM parameters personalisation.
Generated £1.3M pipeline by focusing on UTM parameters personalisation.
