In today’s highly competitive market, where each company is trying hard to get new clients, going by traditional marketing way does not help. And in IT, definitely not, as players around the world always in a hunt for newer leads. Sometimes, the same lead is chased by many.
Account Based Marketing is thus seen as a medium to meet business objectives of IT industry. It helps in gaining and retaining high value accounts. But how to do that?
Let’s check that thing in this blog.
What is Account Based Marketing?
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It is a unique form of marketing where marketing actions are focussed on individual high value accounts rather than mass marketing campaigns. It improves sales pipeline quality, better closer, shorter sales cycles in lesser efforts, time, and money.
What are the objectives of account based marketing?
- Nurture high-ticket leads
- Build stronger customer relationships
- Increase ROI and boost revenue growth
- Improve sales and marketing alignment
- Improve customer experience
- Shorten sales cycle
6 Key Tactics to Run a Successful Account-Based Marketing Campaign for the IT Industry
1. Find Right Prospects
Identifying key customer base is the first step for any successful account based marketing for IT industry. So, first understand your product/service in depth before pitching a random prospect. It helps accelerate the pace of client on-boarding and improve the performance of account based marketing campaigns.
Understand what problem my product/service solves and most helpful for which industry. Subsequently, find companies in that niche and look for decision makers through LinkedIn sales navigator, Zoom Info or other contact delivery tools.
2. Social Media Listening
Now-a-days, everyone from an employee to CXOs use digital media. So, unless you use the power of digital media fully, it is unlikely to gain prospects’ attention and move closer towards sales. Successful account based marketing campaigns thus require excellent social listening skills.
You should send connection request to prospects with a good personalised message, communicating shared mutual goals aligned with business. Actively check what interest them with their choice of likings and dislikings. It will help you in curating better account based marketing campaigns for lead nurturing in future.
3. Let Sales & Marketing Work Together
Sales and marketing are like two important wheels of a motorcycle. If they move together in a same direction without friction, then only the passenger can reach to its ultimate destination. Similarly, when you initiate ABM strategies for IT companies, make sure your sales and marketing teams are not working in silos.
The more they work together with a same business goals, energy & time of the teams will be utilised in the most effective ways possible. It helps in better co-ordination, communications, and execution of B2B account based marketing campaigns.
4. Gain Attention with Offers
Mangoes are favourite in summers, grapes in winters, but offers are timeless. It is liked by everyone including B2B prospects, all time of the year. So, while crafting ABM campaigns for IT, always come up with exciting offers that catches attention, create urgency and drive more B2B sales in IT. For example, 20% flat off till 30 May 2025. Offer valid for 1st 10 lucky subscribers only.
5. ABM Content Syndication
It is one of the most powerful IT lead generation strategies to get more clients. Here, you have to curate personalised message and use different platforms to generate interest in product or services. You can set a frequency of sending a timely messages using digital platforms like emailers, WhatsApp, and more to influence decision making of key target audience.
You can share product features, benefits, case studies, survey report, awards, landing page, videos and more to educate them better. Once they become more aware, they take decisions swiftly and speed up sales cycle.
6. Participate in Events
Technology is changing the world quite rapidly. Companies and their senior executives visit EXPOs, Conferences, Exhibitions, and more to showcase their offerings ad get leads. It is one of the most effective account based marketing tactics to get positive business leads. As an IT enterprise that is actively looking for quality leads, participation in events is a must.
FAQs
ABM is a highly targeted form of marketing where every penny is spent on the selected targeted audience. As IT clients are high value and high ticket, ABM is the best choice for value for money.
You need to define ICP (Ideal Customer Profile) based on your product/service key business problem solving capabilities. Accordingly, select prospects for each industry
In traditional marketing, everyone is considered as equal and approached, even if they are not the decision makers. The form of messaging is also very generic. Everyone is approached with a similar set of pitches, which does not give fruitful results. ABM is a targeted approach where a few select high value prospects only are targeted in a campaign. It is a more personalised approach that saves a lot of time, money, and energy on non-useful prospects. Thus gives better results in less time, money, and efforts.
Conclusion
Account based marketing when done in an effective way gives great results. The tactics mentioned here is just an exclusive list. To learn more about how you can implement it in your company, contact SalesBridge.
SalesBridge is a globally known enterprise that has expertise in account based marketing. It has helped countless IT companies in the world to run successful ABM campaigns. You too can grow your business by working with SalesBridge.
