Are you wondering what is meant by the ABM campaign? Not sure how to plan an effective campaign that can help your business grow? Are you looking for an easy and effective campaign framework? If so, you have arrived at the right place.
In this article, you will learn more about what an ABM campaign is, an easy and effective campaign framework, and some metrics you can use to measure the success of your ABM campaign.
What Is an ABM Campaign?
An Account Based Marketing (ABM) campaign refers to the concentrated B2B sales and marketing effort that is majorly focused on the decision makers. The main goal of ABM campaigns is to customize the buying experience for each prospect in the target account.
You can improve your buying experience by offering valuable content, videos, emails, or by messaging them directly. This can help your targeted accounts eventually become your clients or buyers by the end of the process.
5 Easy Framework Steps to Plan for an ABM Campaign
It is essential for businesses to follow framework steps that are not very complicated yet help you achieve your desired results.
- Step 1: Identify your ideal target audience.
- Step 2: Identify the decision makers within your targeted accounts.
- Step 3: Decide the type of ABM campaign.
- Step 4: Develop a content plan.
- Step 5: Execute the content plan.
Let’s dive into the details.
STEP 1: IDENTIFY YOUR IDEAL TARGET AUDIENCE
The very first step to plan for an ABM campaign is to identify your ideal target audience. As a growing business, you must know who your ideal accounts and target audience are. It is essential to know the key accounts that have the potential to become your customers and contribute to the growth of your business and revenue. Make sure your ideal target audience adds value to your business and its growth.
STEP 2: IDENTIFY THE DECISION MAKERS WITHIN YOUR TARGETED ACCOUNTS
Once you have identified your target audience, the next step is to perform research on the targeted accounts, and identify the decision makers within your targeted accounts. It is important for businesses to identify the decision makers among the list of targeted accounts. If the account you have targeted does not have the decision making authority, the efforts you take and the time you spend may not give the result you expect.
STEP 3: DECIDE THE TYPE OF ABM CAMPAIGN
After you have identified the target audience and the decision makers within your targeted accounts, you must now decide on the type of ABM campaign you are trying. The three main types of ABM campaigns are as follows:
- Strategic ABM: One-to-one marketing
- ABM lite: One-to-few marketing
- Programmatic ABM: One-to-many marketing
In this stage, with the information you have, you must also decide on the strategies, tactics, and build creative assets that can help you resonate with the targeted accounts.
STEP 4: DEVELOP A CONTENT PLAN
Once you have decided the type of ABM campaigns, tactics, and strategies you want to use, you must develop a content plan. Plan the contents for your ABM campaigns. Make sure the contents are based on the pain points, requirements, and problems of your targeted accounts. Ensure that the campaigns are personalized to meet the needs of your target audience.
STEP 5: EXECUTE THE CONTENT PLAN
Last but not least, the last step is to execute the content plan. It does not end with just running the campaign for your target audience, you must also measure and analyze how well the ABM campaign is performing. This can help you rectify the mistakes and plan an effective campaign. Make use of the metrics to measure the success of your ABM campaigns and rectify the mistakes whenever necessary.
Metrics to Measure the Success of Your ABM Campaign
As much as it is important to make use of a framework to plan an ABM campaign for your business, it is equally important to make use of some metrics to measure the success of your ABM campaign.
Some of the metrics you can use to measure the success of your ABM campaign are:
- Conversion rate
- Return on Investment (ROI)
- Return on Ad Spend (ROAS)
- Click-through rate
- Cost per Acquisition (CPA)
- Cost per Lead (CPL)
- Website traffic rate
- Website visits in terms of traffic source
- Impressions
- Cost per click
Measuring the success not only helps you keep track of the results, but it also helps you understand the areas where you are lacking and the areas that require improvement to achieve the desired results.
Frequently Asked Questions (FAQs)
1. What is the goal of ABM?
The goal of ABM is to first discover employees from a specific company who are looking for your services and products. Once you have identified such accounts, personalize sales programs and send marketing messages to meet the requirements of clients, buyers, or influencers in that company.
2. How do you measure the success of an ABM campaign?
Some of the essential metrics you can use to measure the success of your ABM campaign are as follows:
– Conversion rate
– Return on Investment (ROI)
– Return on Ad Spend (ROAS)
– Cost per Acquisition (CPA)
– Cost per Lead (CPL)
3. What does ABM mean?
ABM is also known as Account Based Marketing. ABM refers to a marketing strategy that is used to target certain accounts with continuous and synchronized sales and marketing activities. These activities help accounts and individuals engage through all the stages of the sales journey.
Wrapping Up
If you have been looking for a guide, or framework steps to plan your ABM campaign, this article should have helped you gain more of an understanding. ABM campaigns help businesses focus on accounts who are decision makers. Make sure to use the framework to plan, and build ABM campaigns that benefit your business. This can help you achieve your desired results as well. You can also look for some ABM campaign examples to get an idea.
If you have been looking for services that can help you boost your business opportunities, and grow your business to the next level, make sure to reach out to us to learn more about our services.
Related Reads
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5 Best Account Based Marketing Strategies to Increase ROI
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