4 ABM Tactics for More Leads in Target Accounts

Account based marketing (ABM) is a strategy that focuses sales and marketing efforts and

resources on target accounts to increase revenue. Comprehensive ABM campaigns

orchestrate 1:1 marketing across multiple channels during the entire customer lifecycle.

To get started, ABM campaigns can first be used to generate more leads at better quality by

focusing on target accounts. Try these 4 proven ABM tactics that increases leads, sales

meetings, and contacts.

#1: Turn digital ad impressions into leads With ABM-driven digital ads, marketers serve targeted display and social ads to visitors

coming only from targeted accounts. Any visitor enticed by a digital ad can be recognized

by an ABM website. ABM websites have unique identifiers that determine which visitors

came from the ABM digital ad campaign and which did not. Once the web recognizes visitors

who came from the ad impressions, ABM web campaigns dynamically serve relevant

messaging and CTAs.

ABM ads example. CSC won a Sirius ROI Award by deploying this ABM play

to target their top 250 accounts. The result was a 33% increase in

engagement and more sales conversations.

#2: Boost web visitor conversions ABM web campaigns not only work for converting ad impressions into demand, but also for

converting anonymous web visitors into leads. ABM web campaigns are set up like email

marketing campaigns. Audiences are created by target accounts groups, typically by

industry, company size, or priority accounts. Marketers then design ABM web campaigns for

visitors from the predefined account groups. Most campaigns customize content, creative

and calls-to-action (CTA) on featured page banners across the site.

ABM web example. Digium, with 80,000 unique web visitors per quarter,

increased total web leads by 32%. They deployed ABM web campaigns to

Start ABM campaigns that increase lead

quantity and quality.

32%

Total Web Leads

61%

Blog Leads

41%

Demos from eBooks

ABM

R O I

dynamically serve different CTAs to visitors from 4 target industries. Because

leads were “pre-scored” by industry and geography, sales reps also said that

the ABM campaign leads were higher quality.

#3: Convert blog and ebook engagement Anonymous visitors organically searching and finding content like blog posts and ungated

ebooks usually have bounce rates of 85% or more. To capture unknown visitors before they

exit, aggressive tactics are required. A successful ABM tactic is to offer, only to anonymous

visitors, CTAs for premium content relevant to the account profile and blog topic with a slide

out or popup. Other visitors wouldn’t receive any CTA.

ABM blog and ebook example: Cision, a $500M PR SaaS provider, increased by 66% leads from their blog and sales meeting requests by 41% from

whitepapers. On the blog, they offered gated CTAs relevant to the topic

interest like social or broadcast media pitching. While visitors were engaged

with the gated content, they dynamically suggested sales meeting requests

relevant to the visitor account profile.

s#4: Reduce SEM bounce rate SEM landing pages have a 60% bounce rate or more because visitors may be interested to

click through to landing pages, but not enough to complete forms. Are unique landing pages

used for different SEM campaigns? If so, insert an ABM tracker that can recognize anonymous

visitors by account. Then use a personalization tool to dynamically change landing pages

based on account profile and interest. If they don’t complete the form before they exit, offer

a full screen popup with a free content preview.

ABM SEM example. Ellucian, the #1 software provider dedicated to

universities, used a tactic like this for SEM campaigns to decrease bounce rate by 11 percentage points. Before visitors exited, they would dynamically

offer a relevant blog post that previewed the gated content. After the

preview, visitors then could optin to complete the form for the gated content.

(703)942-9557 | triblio.com | info@triblio.com