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.

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

  1. 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.
  2. 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.
  3. 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.
  4. 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.
  5. 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.
  6. 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.
  7. 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.
  8. 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.
  9. 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.
  10. 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.
  11. 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.

Content updated March 2024.

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