Account based engagement (ABE) is an integral part of account based marketing. Unlike traditional forms of SaaS marketing, where the net is cast wide in the hopes of catching large volumes of customers, ABM is all about getting hyper-focused and granular.
It’s the new gold standard for lead generation in marketing.
This article explores ABM engagement and how marketing teams can leverage it for jackpot revenue.
What is account based engagement?
Account based engagement (ABE) is a strategic marketing approach focusing on personalised experiences, tailored messaging, and targeted outreach for specific accounts. The number indonesia goal is to build strong relationships between companies and customers by delivering relevant, value-driven content and experiences.
ABE is becoming increasingly popular with B2B businesses as a way to create more meaningful connections with key accounts. It allows businesses to be more intentional with their targeting and outreach efforts, providing each account with a bespoke experience.
There are two types of ABM channel engagement:
Account based marketing (ABM) and account based engagement (ABE) are two distinct approaches to customer outreach.
Both strategies focus on building customer relationships, but ABM is more holistic. It involves developing an overarching strategy for engaging with accounts by creating personalised content based on the interests of specific accounts. ABM campaigns also target these B2B customers via multiple channels.
An account based engagement approach is more tactical and focuses on creating personalised experiences for each customer. It involves creating content specifically designed to engage customers in meaningful conversations, such as webinars or email campaigns.
While there are differences between both marketing strategies combining ABM and ABE is a good idea as B2B businesses can create comprehensive experiences for their customers that result in increased engagement and loyalty.
How to build an effective account based engagement strategy
Creating an effective ABM engagement strategy starts with understanding your target accounts. You must have a good grasp on who you’re trying to reach and their needs to tailor your approach accordingly.
Start by creating an ideal customer profile and calculating your TAM. (Cognism has a free TAM calculator you can use to get started)
Once you have identified your target accounts and done your research, it's time to create an account based engagement plan.
Your plan should include specific ABM tactics for reaching out and engaging with each account.
For example:
If you're using an intent data provider, you'll be able to find potential leads searching for a product like yours. Marketers can then create a personalised plan based on that account's specific pain point and reach out across channels where they spend most of their time.
For each account, decide which channels you'll use to reach out, what type of content you'll create, and how often you'll contact them.
Lastly, every strategic B2B marketing plan needs to be measured. Create account based engagement reports to analyse the success of your campaigns and identify areas that need improvement. Be sure to measure the following metrics.