Account Centric Marketing

Account centric marketing is a B2B sales and marketing strategy wherein both teams collaboratively engage specific target accounts deemed compatible with the brand. This focused approach is a potent strategy aimed at converting specific, high-value prospects into successful sales.

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Here are 11 effective strategies to implement within your account-centric marketing approach:

Develop Prospect-Specific Offers:
- Emphasize relevance and personalization in account-based marketing.
- Craft personalized content and offers tailored to specific target accounts to ensure high conversion rates.
Develop Offers Designed for Meetings:
- Concentrate on creating offers that encourage prospects to agree to meetings.
- Utilize webinars, white papers, or specialized reports to engage prospects and facilitate meaningful discussions.
Use Retargeting for Brand Visibility:
- Employ retargeting techniques to maintain brand visibility among specific accounts.
- Leverage tools like Demandbase for account-based insight and targeting through IP addresses.
Personalize Account Experience on Your Website:
- Enhance conversion rates by personalizing landing pages for targeted accounts.
- Customize content, images, offers, and forms based on the visitor’s identity or account.
Create Sales Territories Designed for Conversion:
- Implement social proximity territory planning for sales, assigning reps based on social connections.
- Optimize territories for higher conversion by considering past sales history or selling relationships.
Test Direct Mail with Executives:
- Explore the effectiveness of direct mail, especially for reaching executives.
- Craft creative direct mail campaigns targeting specific executives to enhance engagement.
Use Social Intelligence to Understand Prospect Priorities:
- Personalize communications based on an account’s current initiatives and challenges.
- Monitor social activity and leverage social intelligence tools like InsideView or LinkedIn.
Build a List of Legitimate Role-Based Contacts:
- Create targeted lists based on roles or responsibilities, ensuring active contacts.
- Utilize vendors like Reachforce or Televerde to build accurate role-based contact lists.
Purchase White Paper and Webinar Leads for Target Accounts:
- Filter lead purchases by company name to support account-based marketing efforts.
- Invest in quality leads from online generation organizations for more precise targeting.
Create a One-to-One C-Level Campaign:
- Assign employees to cultivate relationships with specific buyer personas.
- Initiate C-level outreach with personalized emails or direct mail, followed by phone calls.
Discover Target Account Connections via Non-Sales Employees:
- Utilize tools like LinkedIn Sales Navigator’s TeamLink to identify connections within the organization.
- Leverage relationships of non-sales employees for potential connections in target accounts.