B2B marketers have used Account-based Marketing (ABM) to focus on high-value accounts. But just focusing on accounts is enough? Today’s main focus should be providing the best customer experience that leads to customer satisfaction. That’s possible with successful ABX strategies
In this episode of steps to formulate while approaching ABX strategy, after gaining insights about the secrets of ABX from the last chapter, marketers must focus on some elements to make ABX target oriented. As with any new strategy, implementing ABX with a brand, marketers must be careful and iterative to create specific strategies that fulfill ABX’s objectives.
Account-Based Experience (ABX) includes marketing, sales, and customer success to create a cohesive customer experience. So, for a successful ABX, marketers must follow a set of critical steps to include while approaching to plan and execute ABX into ABM.
Here are vital steps for a successful ABX strategy that yields revenue and builds a strong customer base.
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Data Foundation
Data is an asset for marketers using ABM to boost their strategies. However, what makes good data? Here are the key areas to make good data workable for ABX strategies.
- Actionable: Data accumulated should drive critical outcomes. For business goal-based outcomes, marketers must have the correct data of targeted accounts ready to purchase.
- Accurate: Data should be accurate, especially aligning with business goals. Brands must avoid high bounce rates that may affect brand image. While doing ABX, the role of precise data drives revenue.
- Comprehensive: While approaching the ABX strategy, marketers must ensure data is exclusive and comprehensive based on business goals.
- Scheduling: When data is used at the right time, it shows results. That makes it essential for marketers to align data at the right time into marketing strategies to deliver desired results. Also, while approaching account-based experience, the right data helps to provide personalized experiences at scale.
Streamlining Existing Data
Having data is not everything. Data must be put in the right place to yield value, show the right customer information, predict customers’ changing demands, analyze their activities, and provide other information related to marketing aspects. That puts marketers to streamline existing data according to information and usability while approaching for account-based experience (ABX). Here are simple ways to streamline existing data for ABX.
- Ideal Customer Profile (ICP): It is essential to strategizing ABX. The step centers on building the ideal customer profiles after sorting data that is relevant to the business and is a potential target. The data must align with strategies and remain consistent throughout the ABX marketing process. It is because an ICP is a baseline to streamline data. Such data decides the revenue generation of the company.
- Leverage CRM: Marketers must increase the use of CRM software to get, data faster, easier, and more accurately. Including advanced CRM software will help target accounts. Marketers should have advanced CRM to keep filtering good, first-party, valuable, and, most importantly, accurate data that aligns with business and may boost ABX strategies.
- Classifying Targeted Data: Classifying targeted account data is another efficient way to streamline existing data. Marketers must ensure data aligns with demography segments, job titles, interests, pain points, industry, and market position.
As critical data is scattered across the organizations, integrating them under one roof is essential to approach account-based experience marketing. Without proper integration, data production may become complex going forward. Also, this makes the process more challenging to recognize which accounts are in the market and ready to engage. So, streamlining data is essential for approaching ABX strategies.
Deciding the Content for Marketing
After target accounts are in place according to business needs, ABX strategies require suitable content production. Account-based experience strategy involves a lot of marketing content at different stages. The marketing and sales team would require eye-catching, informative, and engaging content for each customer outreach. Content needs to be target-oriented to encourage customers to convert into decision-makers and deliver the experience—that’s the objective of ABX with ABM!
ABX strategies also need personalized content focusing only on a customer’s challenge or pain points. When customers get personalized content, they automatically experience good solutions from brands. Marketers can use different channels to reach customers using a customized content marketing strategy. The aim is to get the maximum number of customers, expand the customer base, and generate revenue. In addition, when creating content for ABX and determining the channels, making the right message for accounts at the right time is critical. This may require comparative testing and monitoring content to determine how contents work for target accounts.
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Execution
The execution step for a successful ABX strategy requires intense market research. The research will allow marketers to gain insights into their targeted customers, identifying the types of content, channels they use, and how they interact with brands. Research is essential because ABX is all about enhancing customers’ experience, and for this, the execution of ABX in the best way is vital. In-depth market research about customers will also further assist marketers in posting impactful content that customers want to read. That makes planning and executing ABX strategies imperative after gaining customer insights to create a competitive impact.
In addition, the execution of an account-based experience strategy also pressurizes marketers to stay consistent with efforts to deliver an exceptional experience. Accounts and customers’ journeys with the brand remain different, so staying consistent with an individual strategic approach is important. It becomes imperative for marketers to execute ABX strategies precisely so that every marketing effort stays aligned with customers’ needs in their buying journey.
Use ABX for Future Customer Acquisition
Advanced technology and innovations have led customers today as they have many options to gain information about their needs. Looking at the changing customer experiences, marketers must not put them unattended as they want the best solutions. So, to stand out from competitors, brands must provide the best experience. And it is possible when marketers set successful account-based experience strategies. These strategies can help marketers to strategize the best customer experiences.
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