How to Close More Deals with Account-Based Marketing

Are you tired of bland, blanket marketing messaging? If you are, your audience likely is too. Instead of sending watered-down emails out to a large list, account-based marketing could be your key to closing more deals.

Account-based marketing (ABM) is a highly effective, hyper-targeted strategy for reaching out to prospects. While you should always tailor your messaging based on the persona and funnel stage you’re sending to, ABM takes it a step further by focusing on specific accounts and contacts.

I’m going to explore how you can get started using ABM strategies to improve your close rate.

Know your audience.

Personas and the buyers’ journey are a great place to start, but dig even deeper here. Consider that individual’s challenges, questions, and pain points. Think about their day-to-day life — do they spend lots of time in meetings? on the road selling? sifting through emails?––and incorporate into your messaging.

Think about how your audience would talk and how they want to be spoken to. You wouldn’t talk to a senior attorney the same way you’d talk to a social media intern, so don’t market to them the same. In emails, incorporate personalization tokens such as the contact’s first name, company name, industry, or location. Your content…