Author: John Rampton / Source: Forbes
There have been recent personalization improvements in the marketing process. This has dramatically increased the value of account-based marketing.
The more targeted you can get in your campaigns, the higher percentage of leads. Closing on leads gauges how much money your business will generate.
The challenge comes in selecting the account-based approach to take, which will help you keep costs down to maintain a high ROI.Success in account-based marketing has become a skill, just like any other type of digital marketing. Therefore, you have to be willing to learn and improve. Here are seven skills, specifically, that will help your account-based marketing abilities:
1.Understand the technology that exists.
One of the greatest parts of account-based marketing today versus five years ago is the opportunity for high-level personalization. It took significantly more time and creativity to find ways to reach your targeted audience in the past.
For example, you can now use tools to identify a visitor by their company once they reach your site (with a reverse-IP lookup). You can display a particular page to them, accordingly which will open many doors.
It might require some engineering help, but the payoff is worthwhile. Reading up on the best-in-class account-based marketing will spark ideas and introduce you to tools that can dramatically help your business.
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2. Create empathy towards your target markets.
It often gets underemphasized, but you need to live in the shoes of your target market. Understand where they are spending their time, what content they enjoy and what their pain points are.
This will enable you to craft personalized messaging across the right channels to attract them to your product. It is easy to imagine being your target customer and trying to think about their needs. Instead, though, go talk to them.
Reach out to current customers that fit the market you are pursuing, and figure out why they bought your service. Having a deep understanding of your audience will prevent you from guessing all the time when making channel and content decisions.
3. Do more research on the industry.
Beyond individual customers, the more knowledge you have about your industry and surrounding industries, the more you…
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