How to Create Account-Based Marketing Identities

What's the number one challenge your business faces? If it's like most, then the answer is generating high-quality B2B leads.

Stamp labeled "Do you know your customers?"

To counter this, 86 percent of companies are using targeted account strategies, and over 90 percent of B2B marketers say account-based marketing is important or very important. Then 60 percent of the B2B companies not using it are planning to do so in the near future.

If you're planning to do the same, then it's essential to understand a key element in making it work: creating account identities.

ABM Personas vs. Traditional Personas

Before you sit down and hash out a list of characteristics for your personas, it's essential to know a few things like the difference between ABM personas and traditional personas. For example, traditional buyer personas include data like:

  • Reporting structure
  • Common objections
  • Talking points
  • Objective and goals
  • Role in purchase
  • Job title

In ABM personas, you'll find:

  • Preferred channels
  • Account infographics
  • Annual revenue
  • Account technographics (technologies used)
  • Funnel stage
  • Predictive marketing data
  • Employee count

As you can see, there are key differences between the two. Account-based marketing dives a bit deeper into the businesses targeted so you can enhance your marketing campaigns.

Let's take a look at how you go about creating account-based marketing identities for your business.

Step One: The Company

You want to begin with identifying the type of companies you want to attract with your ABM strategy. Here, you want to take it a step further than listing companies you think will be interested in your product or service. You have to also take the industry into account. For instance, you have to develop an understanding of its:

  • Business drivers
  • Behaviors
  • Processes
  • Systems
  • Language
  • Goals

When you have all of this, you can ensure you're targeting your accounts with the right message to attract them.

Step Two: The Buyer

Happy couple shaking hands with a business owner.

There are people behind the businesses you're targeting, so it makes sense to include them in your personas. In this case, you're identifying who it is you're talking to in the company.

In some cases, there are multiple decision makers you'll target, such as influencers, approvers, and stakeholders. The way you speak to each will be a bit different because how they travel through the buyer's journey is unique. Combining this with your company persona will empower your marketing so you can interact with and engage with the right people.

Step Three: The End User

The business you're selling to purchases your product or service, but who's using it? More importantly, how are they going to use your product?

If you don't completely understand the application of your product and the challenges they'll face, then you risk having unsatisfied customers. The idea is to really investigate the companies and industries you're targeting. When you understand how your product will be used by a particular company, you can improve your product and your marketing strategies.

It's all about impressing everyone, from the top to the bottom of an organization. Do that, and you can earn yourself life-long customers.

Enhance Your Account-Based Marketing with Clean Data

Data is at the center of any successful account-based marketing strategy. If your database consists of unclean data, such as outdated names, emails, and other contact details, then your campaigns will suffer.

You can counter this with SmartSuite, an automated tool that maintains your database for you. Not sure if you need it? Then take a data health assessment today!

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