Account-based Marketing is a strategic marketing approach which focuses on target accounts within a specific market, instead of trying to reach the largest number of prospective customers possible. By focusing on a targeted and specific list, marketers can send personalized and optimized messages to prospects, increasing chances of conversion. Companies that implement an account-based marketing strategy benefit in several ways – higher ROI, lower resource wastage, personalization, higher sales and clear measurement of returns.

The core of account-based marketing lies in aggregating contacts and continuously updating the audience personas. This is where Marketing Automation comes in. Marketing automation, when synchronized with account-based marketing, can yield positive results and high numbers. The different tools available under marketing automation can be used to increase the reach and effects of account-based marketing. Here are some ways how marketing automation can be used for account-based marketing:

1. Account Segmentation: The success of account-based marketing lies in methodical and systematic account segmentation. Marketing automation is a great tool to assist in account segmentation for your marketing efforts. Proper implementation of marketing automation, coupled with an efficient CRM system, can help in segmenting target accounts based on various criteria like demographics, phase in the purchase cycle, psychographics etc. This holds great importance as precise account segmentation ensures that you can identify the most promising accounts, without having to waste time on prospects that will not yield suitable returns.

2. Tailored Content: All your marketing efforts are useless if relevant and interesting content is not communicated to your target accounts. One of the major advantages of marketing automation is that it helps in identifying buyer personas and tailoring content based on these personas. Once you have segmented your target accounts, marketing automation can be used to create different pieces of valuable and personalized content which can then be communicated on a timely basis. Customized content enhances the efforts of account-based marketing, resulting in higher engagement, open and click-through rates.

3. A/B Testing: When it comes to account-based marketing, while ideas are galore, not everything will work with your target accounts. In order to understand which marketing campaign is working and which isn’t, A/B testing needs to be done. Marketing automation can help you use various metrics to determine the success of your marketing campaigns. When it comes to account-level advertising, marketing automation allows marketers to monitor their marketing campaigns on a real-time basis. Hence you can make necessary changes to your campaigns based on how your audience is reacting to the same.

If you are already practising account-based marketing in your organization, implementing marketing automation can add that extra boost required to take your marketing efforts to the next level and reflect unbelievable sales figures! Read on to know 7 marketing automation strategies that are sure to help you achieve higher profits and ROI
7 marketing automation strategies to boost profits

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