Most B2B marketers today are still using traditional lead-based marketing strategies. However, with the advent of account-based engagement (ABE), a new approach to B2B marketing is emerging.
With ABE, businesses focus on targeting and engaging specific accounts rather than leads. This allows them to tailor their marketing efforts to the specific needs of each account, resulting in a more personalized and effective approach.
ABE has already proven to be successful for many organizations, and it is only going to become more popular in the coming years. If you're not already using ABE, now is the time to start exploring this new approach to B2B engagement.
Here's everything you need to know about ABE, including what it is, how it works, and why it's so effective.
What is Account-Based Engagement?
Account-based engagement (ABE) is a holistic approach to B2B marketing that focuses on engaging specific accounts rather than leads.
ABE involves identifying key accounts that are most likely to convert and then tailoring your marketing efforts to those accounts. This includes creating personalized content, targeted campaigns, and account-specific sales strategies.
The goal of ABE is to create a customized experience for each account that will ultimately lead to higher conversion rates.
How Does Account-Based Engagement Work?
There are three main components to ABE: account selection, account planning, and account execution.
The first step in ABE is to identify which accounts you want to target. This can be done using a variety of criteria, such as company size, industry, location, or even specific pain points.
Once you've identified your target accounts, you can begin to create account-specific plans.
The second step in ABE is account planning. This involves creating personalized content and targeted campaigns for each account.
It's important to consider the buyer journey when creating your account plans. What type of content will each account need at each stage of the buyer journey?
The third and final step in ABE is account execution. This is where you put your account plans into action and engage with your target accounts.
Account execution can be done through a variety of channels, such as email, social media, direct mail, or even events. The key is to use the channels that will work best for each individual account.
Why Is Account-Based Engagement Effective?
ABE is effective for several reasons. First, it allows businesses to tailor their marketing efforts to specific accounts. This personalization leads to higher conversion rates.
Second, ABE gives businesses a better understanding of their target accounts. This allows them to create more targeted content and campaigns that are more likely to resonate with each account.
Finally, ABE allows businesses to better measure their results. Because each account is treated as its own distinct unit, businesses can more easily track and measure the results of their ABE campaigns.