Describing your target audience in B2B sales is similar to doing the same in B2C. The difference is that in B2B you define companies, not individuals. Account-based marketing (ABM) implies definition of companies or groups of companies which you want to develop business partnerships with. Instead of sending one message to the entire vertical, ABM helps you to create personalized messages personally for decision makers.

    As statistics says, 80% of marketers notice the improvement in their lead generation results after they start doing ABM. Let’s consider 5 effective tactics of account-based marketing for every B2B marketer.

    1.Focus on your current customers

    Looking for new customers you may lose the opportunity to increase your sales with the clients you already have. Your current customers are more likely to bring you profit than a new lead. In numbers, it looks like up to 60%-70% for a customer to 20% for a new lead.

    As you already know, account-based marketing starts from defining the specific businesses to target. Remember, that the most valuable ones are those who already like you, who are acquainted with your company and you have enough information about them.

    Study your customers’ preferences to nurture them with valuable content, so they could know more about your product and get some benefits. Think about webinars, conferences, or case studies you can create in cooperation with your customers.

    2.Study your visitors

    You may be perfectly aware of your customers’ needs, however, you can barely tell which potential clients were interested in your company until they leave a message. When you work in B2C, every visitor to your website might become your potential client. It’s not the same for B2B, as you are interested in businesses, not individuals.

    A meticulous analysis of your website visitors shows you the complete picture of your marketing efforts.

    Such tools as provide you with the detailed statistics of your business visitors and replenish your list of targeted accounts with the contact details of decision-makers. Website visitor analysis also helps you to watch your target audience from a different angle. You might be surprised to discover new opportunities you have been missing, focusing on a particular type of client.

    3.Use social media to get in touch

    When your list of target accounts is ready, try to find their profiles in social media – Twitter, Facebook, LinkedIn, and any other relevant platform.

    It will help you to become familiar with your audience’s interests and will be useful in searching for touchpoints. Join groups that your leads follow, share their content, leave comments, start discussions. Keep in mind that such attention from your side should be moderate.

    Pay attention to which posts they share, which topics are most popular, etc. You can use this information to start a conversation.

    4.Create account-orientated content

    Your content should attract the target audience. Share your unique expertise that can solve your customer’s issues. It will catch their attention because the subject is close to them.

    Make extensive research based on your current customers’ experience. Illustrate it with the solutions you implemented or the insights your team received, while working on this case. Strengthen your content, adding some testimonials of your clients which represent the audience you want to attract. It will be easier for new leads to put themselves at this place and see how you can help their business too.

    If you post such a piece of content in your social media profile, encourage further discussion to engage readers, asking for their opinion.

    5.Personalization is everything

    The amount of information per one person is overwhelming in our modern world. Your message should break through this noise, that’s why using personalization is crucial.

    In the email campaigns, add the name of your recipient in the subject line. Include information about his recent communication with your brand or any event which you both visited.

    Using special tools you can even create dynamic and personalized content on your landing page. For example, Hubspot has the functionality to update CTA buttons according to the contact parameters. Instapage and Unbounce can make dynamic content based on unique URLs and Google Optimize uses cookies.


    Applying these tactics requires significant resources from you. Despite this, account-based marketing is capable of bringing your business high ROI and prosperity. Combine the tactics you have learned, test their effectiveness, and find an individual approach for every company you strive to convert into your client.

    Which account-based marketing tactic is your favorite?

    Richard is an experienced tech journalist and blogger who is passionate about new and emerging technologies. He provides insightful and engaging content for Connection Cafe and is committed to staying up-to-date on the latest trends and developments.