David Jones
David Jones
We’re happy marketers who enjoy working with fellow marketers to help make their lives simpler and work easier. The long version: we’re a global business-to-bus
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Rebuild your Existing Target Audience

Revisiting your existing target accounts list from time to time is another important part of a successful ABM strategy. Once the sales team has developed a list of target accounts, it will never be updated.

Everything should be constantly tested and tried. Things that do not work well in one format may end up working well in another. Some content formats reward faster than others, think of guides or ads instead of ebooks, or remember vlogs instead of blogs. Instead of going wide, dive deeper, evaluate your existing customers. Find high value accounts and sort them separately. Make the most of omnichannel communication by placing a multi-touch point attribution model in place. Applying an account-based approach to advertising will make your campaigns more strategic and goal-specific and have a bigger impact and cut costs.

Need for evaluation

One important and effective way to ensure your continued success is to always keep track of your KPIs and metrics. This includes win and loss rates, funnel speeds, and customer lifetime value. Instead of evaluating a quality-focused initiative using quantity-based channel metrics, look for broader marketing initiatives.

Make sure to communicate your success in the form of central dashboards and share them in marketing, sales and operations. Company alignment, manage your campaign's ROIs, and look at the window of opportunity.

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David Jones
We’re happy marketers who enjoy working with fellow marketers to help make their lives simpler and work easier. The long version: we’re a global business-to-bus
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