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Product Marketing

This Time, it’s Personal: How Account-Based Marketing Makes Your Digital Product Thrive

Abby Milan

February 11, 2022

From your neighborhood barista that knows your usual coffee order to the product suggestions on your Amazon home page, you’re more likely to enjoy an experience when you feel seen. And not only enjoy it — but come back for more.

This is what account-based marketing does. And it’s time you added it to your B2B SaaS product’s marketing approach.

You’ve probably either heard of this methodology or even tried it yourself. In its simplest form, it’s precision marketing that’s designed to specifically make your most likely prospects feel seen.

From ads to landing pages, tailor your marketing efforts to target your top prospects and watch your leads leap.

Account-Based Marketing Means Designing For and Targeting Your High-Value Prospects

Even if you’re living the dream with product-led growth, you need a solid marketing strategy to earn new customers. You need a battle-tested promotional plan that not only connects to your prospects but also makes them feel like your solution is the perfect one for them. Easy, right? Hardly.

If only you knew who your top prospects were and what makes them tick, then you could reach them personally through customized marketing designs.

The Ultimate Guide of Sample Account-Based Marketing Designs

From simple to complex customizations, use these templates as a springboard of inspiration for your product’s own ABM strategy.

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And that’s where account-based marketing (ABM) comes in.

ABM is all about specificity. It’s about researching to discover the unique qualities of your top prospects and highlighting your product’s features in your marketing material that relate directly to them.

It works like this: Your ABM platform (like Triblio or Demandbase) tracks your top prospects through cookies, IP addresses, and domains. Then it connects that data to company names and other intel that tell you who these potential customers are. Through your own research, you can gain insights into who’s a top prospect and who’s just browsing.

Are they your target audience? Do they have the right budget for your product? How many times have they interacted with your marketing material and website?

If you’ve noticed, we’ve only been saying your top prospects or high-value accounts. That’s intentional. This type of marketing takes concentrated time and effort, so you’ll only want to focus your resources on targeting the high-value prospects you know are highly interested in your product. They should be the types of accounts you’ve identified through your research as being right-fit customers who you know are going to be loyal and valuable over time.

Types of Account-Based Marketing

You can design specific promos to your heart’s content. But to use your resources wisely, here are the types of account-based marketing channels that are the most effective:

  • Ads

  • Landing pages

  • Emails

  • Product experiences (For example, driving your prospect to specific features within your product that you know they’ll enjoy.)

  • Direct mail (yep, snail mail!)

  • Events (industry conferences, dinners, parties, custom swag)

  • Webinars (targeted through email)

While you don’t have to commit to designing custom everything for your top prospects, it’s recommended to try a few different methods to see what works. As always, iteration is your friend.

The Best Benefits of Account-Based Marketing for Your Digital Product

While ABM takes more attention, planning, and research than your normal marketing strategy, it’s worth it. LinkedIn reported that 84% of businesses say ABM delivers higher ROI than other marketing campaigns. Probably because customers get a better experience since the marketing is personalized and tailored to their specific needs. They feel seen.

Other top benefits of account-based marketing include improved numbers for your conversion rates, web traffic, and ad and email performance. Think about it: If something speaks to you, you’re more likely to explore, learn more, and click.

ABM promotes a shorter sales cycle because you’re eliminating the guesswork of going after prospects who may or may not be ready to pull the trigger. You’re more sure of the ones who are, you target them with material and content that further convinces them you’re the right answer, and boom! Conversion.

We’ve talked before about how personalization can do wonders for retention. How can you not feel loyal to a product that is loyal back to you? ABM amps up your chances of retaining your ardent customers because you’re providing them with a relevant and rich experience.

Lastly, a report from Optimizely stated that 85% of marketers measuring ROI agree that ABM is the most successful B2B marketing tactic. With a high ROI, you can’t afford not to give ABM a try.

5 Steps for Your Digital Product’s High-Performing ABM Strategy

Every strategy for every account should look different because not all prospects are the same. Even though you should target your top prospects only, those top prospects all have different needs, challenges, and brand personalities. Half the fun is figuring out how to connect with all your different prospects in the first place.

Here’s how you do it. Illustration in blues, purples and oranges of man using a laptop while pointing to a board and surrounded by pencil inside a box, ruler and rook

  1. Round up the troops. Everyone needs to agree on the goals of the strategy before getting started. That means getting all the right people in the same room, on the same page. Sales, marketing, and design should be in alignment on the plan. This helps later when it comes to actually producing the work: Everyone knows the goals to go after and there is no room for duplication of efforts. Illustration in blues, purples and oranges of dartboard with arrow and images of people in the middle surrounded by pie chart and various shapes

  2. Identify the high-value accounts worth targeting. Don’t just create designs for any ol’ prospect. Find the ones that are a strong fit for your company, the ones who you know will appreciate your solution, and the ones who are likely to have the highest lifetime value. There might also be an opportunity to target existing accounts that may want to go deeper with your product with specialized features. After you identify those right-fit prospects, settle on who you want to interact with directly. Think VPs or higher-level stakeholders. Use email-list based ABM, IP address-based ABM, or predictive ABM to help you identify the best approach for that specific person. Illustration in blues, purples and oranges of a man with hands facing upwards surrounded by piggy bank, bar graph, clipboard, dollar sign and paper

  3. Become an expert on your prospect. Because you’ll be designing materials that speak to someone’s specific pain points, you’ll want to understand what those pain points are. Just like you spend time understanding your users when you’re building your product, you need to spend time understanding your high-value prospects. So think about the accounts and individuals’ interests, needs, and challenges. Then map your content and messaging back to those areas. Make sure everyone knows what those prospects believe about your product or the solution you’re offering. And lastly, set up notifications like Google Alerts to help you track a company as their needs evolve. Illustration in blues, purples and oranges of a hand holding a paintbrush while painting a screen using blue paint

  4. Create a story — then customize it. Every conversion comes from hitting on a feeling. Telling a story gets to the heart of that feeling, and that’s what you’ll want to channel in everything you design for your prospect. Provide visuals or prototypes to make a strong case for how your product can help your targeted account. Focus on how you can spark a meaningful relationship with your prospect through the story that you tell them about how your product is the solution they’ve been looking for. After you’ve created your story, customize it: in your copy, images, offers, forms, and more. Adjust the level of customization depending on the value of the account. For example, you can create one or two simple customizations or go all out and create a customized deck, prototype or landing page. Pro-tip: Ensure information already obtained from targeted accounts auto-appears in any future forms. And provide education through case studies or prototypes showcasing how your product will be a gamechanger for them. Illustration in blues, purples and oranges of a hand holding the pointer of a gauge and pencil in front of a square surrounded by dots

  5. Execute, measure, iterate, and optimize. You’ve made it this far! Now’s the time to launch. Just know that once you do, your strategy isn’t set in stone. Campaigns can include a wide variety of tactics, be it a combination of email, direct mail, or targeted webinars. It all depends on who your prospects are and what need you’re trying to solve for them. So see what works and always be prepared to iterate and optimize after. There you have it. You may not know your top prospects’ coffee order or what’s in their Amazon cart, but you do know they need you, even if they’re not fully convinced yet. With ABM, you can get that much closer to making them feel like you’ve tailored a solution just for them. There’s no better feeling than that.

The Ultimate Guide of Sample Account-Based Marketing Designs

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