Selecting target accounts is the most important part of ABM. We’ve found a few quick methods to select accounts when implementing account based marketing campaigns on the web to increase leads in target accounts. When using these selection methods and personalizing the CTA, conversion rates in target accounts are 2-3x higher then than non-target accounts. These results have served as an easy quick win for our client’s account based marketing programs.
Our account selection process has worked for account based web campaigns because it is grounded in two key strategic questions that clients have left clues for us to answer.
- What are the differences by account groups, like product need or decision making processes?
- What is the financial benefit for our clients, like potential lifetime value?
Here are the 4 clues to select accounts that helped us get results for web campaigns:
- Choose accounts by the field selection options on the form
Before submitting an email address, marketers try to collect as much information as possible about the visitor who completes a form. Common fields are company size, industry, role, and product interest.
We started out generating more leads for one client, Vorsight, by offering dynamically serving content based on the form field answers immediately after the thank you page. A manager who downloaded a generic whitepaper about sales training, would get another whitepaper offer about managing sales teams. A rep who downloaded an offer got a whitepaper about how to prospect using social selling techniques.
- Find out how the sales teams are organized
If there are no clues from the form, then the sales organization is the next place to look. Typically, they are organized by a combination of one or more attributes: company size, vertical industry, product, and/or customer lifecycle – like prospect or customer.
For website campaigns, a good start would be to mimic the messaging and CTAs used by sales reps when they talk to customers. For example, for Cision, we generated a 15x increase in sales conversations from their whitepapers when enterprises prospects received a request for an enterprise consultation and everybody else received a request for demo.
- Choose target accounts from clues on a website
Marketing teams will signal target account segments by implementing a rotating HERO banner message on the home page, designing segment web pages, offering filtering capabilities in their resource center, and segment specific copy.
After identifying these core segments, Triblio will then personalize on page messaging and CTAs. For one client, Digium, we saw a 30%+ increase in website conversions when offering industry relevant CTAs. A visitor from an educational organization saw a different CTA than a visitor from a health care organization. We realized that not every visitor from an educational organization would visit the organization page and offering them an industry relevant CTA wherever they were on site increased leads in target accounts by 30%+.
- Marketing automation segmentation is the final clue
Find your best performing email campaigns, and set up website campaigns with the exact same segment and content. When, one client featured the same whitepaper to the same target audience on their website’s resource center as they did for their email campaign, they saw a 30% increase in whitepaper downloads.
Using these 4 clues, you can quickly select the target accounts for an account based marketing strategy. Using account-based web campaigns our clients were able to achieve a quick win by increasing leads in target accounts.