Account-based marketing is one of the most effective lead-generation strategies for B2B SaaS companies. However, it takes time to implement. 97% of marketers report that account-based marketing delivers a higher ROI than other marketing strategies.
Most marketing strategies deliver high ROI for only a short period. ABM can help your B2B SaaS company generate quality leads and boost its revenue growth.
Why B2B SaaS Companies Need Account-Based Marketing
Account-based marketing relies on highly personalized communication to target narrowly defined audience groups. This makes it highly effective and has thus become popular among B2B SaaS companies.
Account-based marketing is a strategy that concentrates efforts and resources on a specific audience that needs targeted marketing. It encourages the marketing and sales teams to work together to identify target accounts, create customized campaigns, and synchronize and move the accounts through the pipeline before and after the lead conversion. This strategy allows B2B SaaS companies to increase their lead generation and boost revenue growth.
How to implement an account-based marketing strategy for your B2B SaaS company
Account-based marketing strategy is highly effective in generating leads and driving revenue growth for B2B SaaS companies. However, implementing it is easier said than done. A digital agency can help you implement an effective account-based marketing strategy by helping you address the following pain points.
Identifying and defining accounts
B2B account-based marketing targets businesses rather than individual buyers. Therefore, the first step is to find organizations that will most likely respond to your service and product offerings. This involves identifying the key features of these organizations.
You should use quantitative and qualitative techniques to identify these clients. This involves:
- Gathering information from frontline employees
- Collecting data from. service providers to back up the information.
- Compiling your own information from feedback forms and surveys.
This information will help you know the industry of your potential accounts, the size of the companies, their location, and their profit margins. It would be better to target accounts that will generate long-term revenue.
Once you identify your targeted accounts, collate all the important information and build a list. The list should include the company name, relevant employee, and email address.
1. Identify your key stakeholders’ customer personas
B2B SaaS buyer personas differ from individual consumer personas. Your B2B SaaS company must market to three main stakeholders:
- The manager,
- The everyday user, and
- The decision maker.
The customer personas should be based on these three stakeholders. Think of their daily frustrations and how you can solve them.
Segment your target accounts based on customer personas. These will help you design highly targeted marketing campaigns for each lead.
2. Create personalized content
Start generating customized content for your targeted accounts. Your content should speak directly to your target accounts about their specific challenges and the solutions you offer. Show how they will benefit from your products and services.
Use a language that appeals to the stakeholders of each company and ensure you speak specifically to the stakeholder through highly personalized content.
3. Build your targeted marketing campaign
First, decide the channels that best fit your campaigns. The medium should align with your targeted accounts, key stakeholders, and content. Furthermore, your campaign should have a multi-channel approach that combines different platforms like social media, blog posts, and Google Ads. Moreover, assign individual campaigns to your segmented accounts.
4. Execute and monitor
Launch those targeted marketing campaigns and start monitoring through the sales cycle. Remember, the aim of account-based marketing is quality, not quantity. Ensure you monitor and evaluate your campaigns’ effectiveness. Use targeted metrics and KPIs to assess its success and identify improvement areas.
Account-based marketing is an effective way of increasing your lead generation and boosting your revenue growth. However, it requires careful planning for it to be effective. Partnering with a B2B SaaS marketing agency can save money and time and generate high-quality leads.
If you need further guidance on implementing account-based marketing, schedule a 30-minute call with T.A. Monroe.
