610-604-0639 pmosenson@nusparkmarketing.com
NuSpark Marketing
  • Home
  • About Us
    • Our Process
      • Digital Media & Lead Generation
      • Demand Generation & Content Marketing
      • Marketing Performance: Analytics and Measurement
    • Leadership Team
    • Clients
      • Testimonials
      • Case Studies
    • Our Work
    • Join the Team
  • Services
    • Create
      • Personas
      • Content Strategy
      • Content Map
      • Content Development
      • Guest Blogging
    • Connect
      • Paid Search
      • Online Display
      • Content Syndication
      • Search Engine Optimization
      • Social Media Marketing
      • Lead Scout: Predictive Marketing/Intent Data
      • Lead Booster: Get Qualified Leads Quickly
    • Convert
      • Account Based Marketing
      • Conversion Rate Optimization
      • Landing Pages
      • Lead Nurturing
      • Marketing Automation Management
      • Tele-Services
  • Partnering
    • How to Partner With Us
    • Marketing Consultant Services
    • Small Business Marketing Consultancy
  • Blog
  • Resources
    • News and Press
    • Mosey’s Marketing Minutes
    • Digital/ABM Platforms
    • eBooks
  • Contact Us
Select Page

10 Tips to Optimize Your Account Based Marketing Program

by Paul Mosenson | Apr 14, 2017 | Account Based Marketing

Account Based Marketing programs are showing up in nearly every organization, but far too many show unimpressive returns—not because the strategy is flawed, but because the implementation is too shallow, too riddled with inefficiencies, or missing a key factor. To improve the efficiency and efficacy of your ABM program and see what it can really do, we recommend you optimize according to these ten tips:

Make data collection and analysis priority one

Your ABM program is only as good as your data infrastructure. If you can’t collect and analyze data from an abundance of sources—not just those spoon-fed to you by built-in analytics systems—then your ABM program will never achieve even a fraction of its true potential.

Build buy-in

Your entire organization needs to be on board with ABM and its various tools, challenges, and approaches. That means taking the time to demonstrate in clear fashion the benefits of the new approach. Without buy-in, the system will never do its job properly—there are too many parts that need to work together smoothly for ABM to succeed with holdouts in the mix.

Set quantifiable organization-wide goals

Establish the goals your organization is pursuing in terms of profits or other gains, do so in concrete, testable terms, and make sure every department is working with those goals in mind. This is as much a rule of efficient business as it is effective ABM, but it bears special discussion because it’s so crucial to your productivity with this system.

Fine tune content

Content can’t be canned, boring, bland, impersonal. It defeats the entire purpose of the method. Take the time to build a content pipeline that can adapt to the needs of your organization, the expectations of your current target accounts, and new incoming data on what’s working and what’s not. It’s okay to depend upon a content library once you have a firm picture of what your high value segments look like, but it needs to be exhaustive, versatile, and varied.

Orchestrate your approach

The right hand must know what the left is doing for ABM to work. When an account is being targeted, you need marketing, sales, and anyone else that might interact with that account to understand what’s been done, what’s planned, what’s worked, what hasn’t. Everyone stays coordinated enough to deliver an orchestrated marketing campaign—not a disjointed bombardment.

Engage across multiple channels

Some may be tempted to cut back on channels to avoid a disjointed message, but this is drastically undermining your ABM efforts. One of the most common symptoms of an immature ABM strategy is an exclusive reliance on display ads; conversely, the healthiest ABM campaigns are working every viable channel for the target account. Repetition across different mediums reinforces the memory, the message, the impression—that’s how you make sales.

Ease collaboration between departments

Sales and marketing must be involved with every account—period. That means ensuring you have the right systems, tools, and personnel in place to make for smooth collaboration. You don’t want it to be easier to ignore the other half of the equation than to work together, and you don’t want the entire system to be a boondoggle, either.

Plan and prescribe with the data

Any ABM campaign only succeeds on the quality of the data behind it—and the best way to leverage that data is by planning around it and leaning upon it for prescriptive solutions. If you don’t have prescriptive analytics in place for the areas of your marketing where it makes sense, you’re losing quite a bit of efficiency. If you’re not looking at the numbers to inform your plans from day to day rather than making assumptions, you’re losing even more. Data is great—let it work for you.

Identify and prioritize high-value accounts

As your ABM campaign matures, you’ll want to take a step back and look at what sorts of accounts you’re succeeding with, what sorts of returns different account types provide, and where you could be improving. Most businesses will find accounts with options for upselling or cross-selling far more productive—if you can optimize to capture such accounts consistently. This can introduce a problem where you’re seeing great success with suboptimal accounts, and have to decide whether to capitalize on those successes or refocus for greater future profits—make sure you have the flexibility and data to pursue both without compromising the other.

Embrace rapid iteration and revision

Remember, the name of the game in ABM is revision. You can and should throw out strategies, tactics, content, and channels and see what sticks. You should have a cohesive, flexible system that can quickly move on to the next approach as the data rolls in. You should be able to dynamically revive a failing approach to an account, instead of giving up or following through on your failure.

Ready to learn more? Get our e-book “The Practical Guide to Boosting Revenues with Account-Based Marketing.”

  • LinkedIn
  • Facebook
  • Twitter
  • Google+

About Paul Mosenson

NuSpark Marketing Founder, Chief Lead Generation Strategist and Online Media Director An experienced B2B and B2C marketer, Paul has been helping clients generate leads and grow their businesses for over 25 years. Paul helps plan and optimize marketing and lead generation programs.

View all posts by Paul Mosenson →

Subscribe

Let's Talk

Recent Posts

  • Lead Generation Tactics via the Buyer’s Journey
  • How to Write a White Paper That Generates Quality Leads
  • The Advantages of Adding Marketing Consultants to Your Team
  • 2019: Ad-Tech and Digital Marketing Trends To be Aware Of
  • The Practical Guide to Content Syndication for Lead Generation

Categories

Free eBooks

Download Our Free eBooks
Measuring Lead Generation With Google Analytics to Improve ROIThe Great Guide to Online Display AdvertisingAn Executive’s Guide to SEO StrategyOptimize Lead Generation & Inbound Marketing; A collection of TipsConvert! Conversion Rate Optimization Guide38 Content Marketing TemplatesLead Generation with Paid SearchMarketing Automation IntroductionHow to Conquer 5 Common Content Marketing Problems
The Practical Guide to Boosting Revenues with Account-Based Marketing

As an advisory CMO, I have the opportunity to work with a wide variety of internal marketing teams and external marketing firms. From the start Paul and his NuSpark Marketing team have impressed me with their ability to quickly become a team players and a strategic partner vs. just another vendor. They are currently leading a demand generation program for an IT client of mine targeting Enterprise and have shown an ongoing ability to present new lead generation tactics that can be measured with analytic dashboards. Paul and his team go the extra mile, think proactively and are a pleasure to work with. If you’re looking for outstanding 24/7 service I would recommend Paul and the NuSpark team for any IT or B2B firm looking for quality lead growth.

Charlie Born

Advisory CMO Delivering Growth for Small & Mid-Sized Companies

ken-miller

NuSpark facilitated all our needs in our initial foray into internet advertising. Paul surveyed potential outlets, helped us select the sites with the best demographics, established pricing, and organized the advertising copy. Additionally, his attention-to-detail with our pay-per-click campaigns has contributed to our conversion growth and increased ROI. Paul has also been responsive, thorough and informed. I would highly recommend him and his team for any b2b company looking to grow within interactive channels.

Ken Miller

Vice President of Marketing, Perry Videx Corporation

jeff-kalter

NuSpark has been extremely valuable with helping us develop a comprehensive demand generation plan in the United States and Europe. Utilizing their full scope of inbound marketing and content development services, our lead generation goals were far exceeded. Paul and his team have provided exceptional service and are always coming up with new marketing ideas for us to implement. I would highly recommend Paul and his team to any firm looking to grow the number of quality leads in their funnel.

Jeff Kalter

CEO, 3D2B

Jamil Khan

Paul Mosenson has proven to be a great partner for us. What I appreciate the most is that he's always proactive, constantly looking to improve our campaigns and find new lead sources. He's accessible 24/7; unlike many agencies, you never question whether Paul is committed to your success. He's like an extension of your team. Additionally, he's a thought leader on content marketing, lead nurturing, the buyer's journey, and demand generation. NuSpark has nailed our content, which isn't easy for a technical SaaS product such as ours. Jamil Khan

Director of Product Marketing, Galileo Performance Explorer

  • Home
  • About
  • Services
  • Our Process
  • Blog
  • Contact
  • Privacy Policy
  • Facebook
  • Twitter
  • LinkedIn
  • RSS