Account Based marketing (ABM) is rapidly becoming the go-to strategy for B2B companies seeking to target high-value accounts and drive exceptional results.
With 94% of B2B organizations adopting ABM programs and budgets steadily increasing, this approach is clearly delivering significant returns.
But what defines the success of ABM campaigns?
– A strategic and systematic approach, starting with account mapping.
It involves creating a comprehensive profile of each target account, encompassing everything from firmographic and technographic data to key stakeholders, business goals, and engagement history.
By understanding your target accounts on a deep level, you can tailor your marketing and sales efforts to deliver highly personalized experiences that resonate and drive results.
Account mapping will likely make your ABM efforts effective. Without it, you'll have a disorganized and inefficient process that fails to deliver the desired outcomes.
So,
How to Map Accounts for Your ABM Campaigns to be Successful
Start by understanding the four critical steps of account mapping:
1. Spot Key Players, Stakeholders, and Advocates
Begin by understanding the decision-making landscape within your target accounts. By identifying the key decision-makers and influencers, you can tailor your messaging and outreach efforts to reach the right people at the right time.
Here's a step-by-step guide to help you identify key stakeholders:
- Research and Analysis: Utilize online resources, social media platforms, and industry events to gather information about key players within your target accounts.
- Organizational Structure: Analyze the company's structure to identify departments and teams involved in purchasing decisions.
- Job Titles and Roles: Research standard job titles and roles associated with decision-making in your industry.
- Social Media: Leverage social media platforms to identify individuals with relevant titles and experience.
- Industry Events: Attend conferences and events to network with potential decision-makers and influencers.
Remember, the decision-making process can vary significantly between organizations.
Larger companies may have more complex structures with multiple stakeholders involved, while smaller companies may have a more centralized decision-making process.
Once you've identified potential decision-makers and influencers, gather additional information about them, such as:
- Contact Information: Obtain accurate email addresses, phone numbers, and social media profiles.
- Job Titles and Responsibilities: Understand their roles and areas of expertise within the organization.
- Interests and Priorities: Identify their professional interests and areas of focus.
- Engagement History: Analyze their engagement with your brand or industry.
Once you have this information, simplify the data by designing a visual map. It will help your sales and marketing teams to understand everything better. Here’s a sample of a visual map:
Account Map for XYZ Corp’s Leadership Team
2. Gather Insights and Identify Challenges
After identifying the key players, acquire comprehensive information about their needs, pain points, and interests. This data will be invaluable in tailoring your messaging and offerings to resonate with your target accounts.
Here are some practical methods for gathering data:
1. Discovery Calls
- Direct Engagement: Conduct one-on-one discovery calls with key stakeholders to gain insights into their business objectives, challenges, and priorities.
- Open-Ended Questions: Use open-ended questions to encourage detailed and informative responses.
- Active Listening: Pay close attention to their concerns and identify potential pain points.
2. Social Listening
- Track Online Conversations: Monitor social media platforms to track conversations relevant to your industry and target accounts.
- Identify Pain Points: Identify common pain points, challenges, and frustrations your target audience expresses.
- Understand Interests: Gain insights into their interests, preferences, and information consumption habits.
3. Industry Research
- Market Trends: Stay up-to-date with industry trends, news, and developments.
- Competitive Analysis: Analyze your competitors' offerings and messaging to identify gaps and opportunities.
- Customer Reviews: Review customer reviews and feedback to understand common pain points and challenges.
4. ABM Platform Insights
- Data-Driven Insights: Leverage ABM platforms to access comprehensive data on target accounts, including firmographic, technographic, and intent data.
- Buying Collective Analysis: Gain insights into the entire buying collective within target accounts.
- Personalized Outreach: Use data-driven insights to personalize your outreach efforts and improve engagement.
5. Internal Collaboration
- Sales Team Insights: Collaborate with your sales team to gather information about joint pain points and customer challenges.
- Shared Knowledge: Leverage the collective knowledge of your organization to identify potential opportunities and solutions.
3. Assess Ideal Moments and Tactics to Connect
Once you've gathered data on your target accounts, the next step is identifying the most effective channels and timing for outreach. Understanding your target audience's communication preferences and engagement habits is crucial for maximizing your efforts.
1. Channel Preferences
- Content Consumption Habits: Determine the channels where your target audience will most likely consume content, such as social media, email, blogs, or industry publications.
- Engagement Patterns: Analyze their engagement behavior on different platforms to identify preferred channels for interaction.
- Personal Preferences: Consider individual preferences and communication styles when selecting channels.
2. Optimal Timing
- Engagement Patterns: Identify the days and times of the week when your target audience is most active and receptive to communication.
- Research and Analysis: Leverage data and analytics to determine the best times for outreach, considering factors like time zones and work schedules.
- A/B Testing: Experiment with different times and days to identify the most effective windows for engagement.
Research suggests that weekdays, particularly Tuesday through Thursday, are often the most productive times for outreach. This is because individuals are typically more engaged in their work routines during these days and are more likely to check their emails.
According to our findings, here are the best times for email engagement:
By carefully considering your target audience's preferences and timing, you can increase the likelihood of effective engagement and drive desired outcomes.
4. Design Tailored Communications and Narratives
The final step is developing content and messaging that resonates with their needs and interests.
Here are some critical considerations for creating compelling content:
1. Audience Segmentation
- Individualized Needs: Recognize that different individuals within your target accounts may have varying needs and priorities.
- Tailored Messaging: Develop content addressing each individual's concerns and interests.
- Segmentation Criteria: Segment your target audience based on job titles, responsibilities, and decision-making authority.
2. Content Personalization
- Relevant Messaging: Create content that addresses the pain points, challenges, and opportunities identified in your data-gathering process.
- Personalized Offers: Tailor your offers and recommendations to align with individual preferences and needs.
- Dynamic Content: Utilize dynamic content to deliver personalized experiences based on individual data.
3. Content Repurposing
- Leverage Existing Content: Identify existing content that can be repurposed and adapted for your target audience.
- Relevance and Customization: Ensure the repurposed content is relevant to your target audience and aligns with their needs.
- Time and Cost Savings: Repurposing content can save time and resources while maintaining a consistent brand message.
4. Content Distribution
- Channel Optimization: Distribute content through channels your target audience will engage with.
- Timing and Frequency: Consider the optimal timing and frequency of content delivery to maximize engagement.
- A/B Testing: Experiment with different content formats and delivery methods to identify the most effective approaches.
Conclusion
Account mapping is a critical component of a successful ABM strategy. By understanding your target accounts on a deep level, identifying key stakeholders, gathering data, and developing tailored content, you can increase your chances of engaging with high-value accounts and driving exceptional results.
Remember, effective account mapping requires ongoing effort and continuous refinement. By staying up-to-date with industry trends, leveraging data-driven insights, and adapting your approach as needed, you can maximize the benefits of account mapping and achieve your ABM goals.