Account Based Marketing, also known as ABM, is one of the most widely used marketing techniques in the B2B marketing space. With the growing influence of digital marketing, ABM has also gone digital. Now, people often feel that ABM marketing is expensive and should only be done by the big guns. However, that is not true. Even if you are a small local business, you can still reap the benefits of account-based marketing on a budget. So, let us look at some of the ways in which you can perform ABM marketing on a limited budget.
Finding the Right Accounts to Target
You can save your costs by a significant margin if you only target the right accounts. These are accounts that have the highest chance of conversion. If you target a minimum number of accounts and convert most of them into sales, then you would be able to run a pretty effective ABM campaign.
Now, there are many different ways in which this can be done. You can get the help of online tools like Leadfeeder and the like to make it easier to spot the right accounts. Another smart idea would be to hire a professional website marketing company that specializes in ABM marketing. That might require an upfront investment, but if you get the services from an experienced company then it would be worth every penny.
Create Personalized Videos
There was a time when producing a video required sophisticated equipment and a lot of investment. However, that is not the case anymore. Today you can create and edit videos at minimum costs without compromising on quality.
Personalized videos are perhaps one of the most effective tools in ABM. It will engage your prospective clients and get your message across in the right way. Studies have shown, when using personalized videos, the reply rate goes up by 12% and the account opening rate goes up by 8%. In this competitive world, this would have a significant effect on your making your campaign successful.
Send IRL packages
Your prospective client probably gets hundreds of cold emails. So, no matter how brilliant your email is, there is very little chance that they will actually open it. So, you might be spending a lot on sending emails but the response would be low.
You can increase your reply rate, by sending real gifts to their mailing address. Needless to say, this would actually allow them to take notice and create a positive impression about your business. When you consider the impact, you would find that it will give you a higher ROI.
As you can see, Account-based marketing does not have to be expensive. You just have to be smart and the results will come. It is recommended that you take the help of a professional digital marketing company as they would help you chalk out the right strategy and ensure that you get a higher rate of account openings and get the return on investment that makes sense for your business.