ABM, or account-based marketing, is an extremely useful tool for IT consultants. If inbound marketing is represented by a magnet, sucking in leads through content, ABM is more like ax-throwing. You identify a target, throw your ax, hit the bullseye, and land a sale. While they both rely on great content and an effective strategy, inbound marketing doesn’t give you as much control over who you pull into your funnel. ABM is all about identifying the biggest most-coveted targets and going after them with everything you’ve got.
If you’re a large IT company that has two or three large clients you’ve been chasing down for years, ABM for IT consultants could be the strategy you’ve been missing.
1. Design Your Strategy
Whether it’s inbound or account-based, no marketing campaign is effective without goals, tactics, and an overarching strategy. You can’t expect to pick a target or two, throw some social ads and remarketing tactics at them, and expect to make a sale. First, create your goals. Identify the personas you’re targeting, find the companies and roles within those companies you want to market to, and develop the tactics that you think will be most likely to succeed.
If you have it, it’s important to analyze data from previous attempts in order to identify which tactics were most successful and which were a complete flop. There’s no point in wasting good money on bad tactics.
2. Create Content
Your content can make or break your ABM for IT consultants. One typo, blurry picture, or poorly worded tagline can leave a poor impression and quickly turn your ABM campaign from helpful to spam. Remember those commercials that get stuck in your head purely because they’re annoying? Don’t let your ABM campaign turn into one of those.
Craft content for each specific channel that you’re using. Imagery and message should stay consistent, but not identical. Your goal is to create cohesive overarching “waves” each with one message. For example, the first wave may focus on reliable internet. You’re reaching out with social ads, direct mail, and an email campaign that all have to do with reliable internet. Again, same message, but not identical. Your goal is to create an ABM campaign that delights, not bores.
3. Decide on the Number of “Waves”
How many waves do you need in your ABM campaign? What are your unique selling propositions? This becomes tricky. You need to find the balance to be repetitive enough to be memorable, without becoming boring or annoying. If your company has ten USPs, (first of all, I doubt that’s true. If it is—change it) you don’t want to send out ten waves. That becomes boring and annoying. Typically, I would say three to four waves is a good range to stay at.
During this phase of ABM for IT consultants planning, look at the ads that you see repeatedly online and in the mail. Which ads do you remember the most? Which ones do you engage with? How often …read more
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