ABM

Working with you to create, and execute, a great account based marketing campaign

Every account based marketing campaign is different. It needs to be tailored to your target audience, with content created specifically for that audience. That’s why we follow the below six steps when creating our clients’ ABM campaigns:

1. We understand who your target audience is and set objectives for the campaign: We will begin by working with you to understand your business and marketing objectives, identifying opportunities where an ABM campaign can support those objectives. We will then look to develop a specific target audience – this can be through using marketing technology platforms, through online research or by using your existing prospect data and sales team knowledge. We may recommend a campaign to precede an ABM campaign which looks to gather target audience data in the first instance.
2. We build a campaign plan: Once we understand more about your target audience for a campaign, we’ll create a plan that maps out what activity will target your audience and when. This plan could include a combination of many marketing tactics, including:
   • Social media and re-marketing advertising
   • Content marketing assets, such as downloadable or gated content, or even webinars and podcasts
   • Email marketing and marketing automation workflows
   • Dedicated, personalised landing pages
   • Direct mail
3. We set KPIs: Based on the activity mapped out in the campaign plan, we will set KPIs to indicate to us whether the campaign is on track to achieve your objectives.
4. We create the content and assets: We will develop content ideas that capture interest and work with our design partners to make them stand out. We’ll write and build assets including adverts, emails and landing pages, and tie them all together with campaign tracking and workflows.
5. It’s time to test and go live: We’ll make sure the campaign and any automation is working smoothly, and then get going on the first stages of the activity. This could be a social media advert going live or a direct mail being sent, all dependent on your campaign plan and target audience.
6. We always monitor and measure: As with any marketing activity, it is crucial that our activity is measured at every step of the way. We’ll keep you in the loop and let you know if anything needs adjusting, whilst also identifying opportunities to generate further results.

To start reaping the rewards of account based marketing for your B2B marketing, get in touch with us today. We pride ourselves on developing and executing campaigns that deliver measurable results for our clients as part of the lead generation and inbound marketing strategies.