Customer engagement is vital for a B2B business because it can help them to increase their revenue, improve customer retention and make the customer experience more personal.
The importance of customer engagement is not only to increase customer retention but also to improve the customer experience. The more positive customer experiences with your business, the likelier it is for them to buy your products or services.
With that said, one tool that can help you improve your customer engagement would be ABM or account-based marketing.
Account-Based Marketing is a marketing strategy focusing on the customer, not the product. It is a strategy that uses data to identify customers, then engage with them across multiple channels.
This strategy is helpful when companies have multiple products or services available and want to focus on specific customer segments or use cases of a product or service.
Now that you know what it is, here are tips on leveraging ABM to improve your customer engagement.
Provide the “Why,” not just the “What.”
ABM is an approach that allows marketers to create a comprehensive view of their customer’s journey. It helps understand the customer’s needs and how they interact with your brand.
The ABM approach helps companies to understand why they should engage with their customers and not just what they are doing. This approach helps create a more personalized customer experience and better engagement metrics.
It makes creating the “what” behind your strategy easier because you know “why” you need to do it first.
Connect directly with customers
ABM can help you connect directly with customers more personally, which is why it’s so popular among B2B companies. It allows you to engage with your customers at scale, so you can have a more robust conversation with them and show them how they’re helping your business grow.
The main goal of ABM is to establish a close relationship with your target audience by understanding their needs and wants, which in turn helps you create a better experience for them.
ABM can be for both B2B as well as B2C purposes. It also helps in generating leads and sales.
Personalizing your landing pages
Account-Based Marketing (ABM) is a marketing strategy that relies on customer data. ABM focuses on the customer, not the product or service.
The idea is to identify an individual’s needs, interests, and behaviors to create a personalized experience. You can accomplish this process using tools like ABM software or providers like HubSpot.
Part of personalizing that experience for them is by creating specific landing pages for the particular segment of your audience that you intend to target. With customized landing pages, it becomes easier for your landing pages to get conversions.
Lead the way on the customer journey
ABM is a customer-centric approach to marketing that focuses on the customer journey and the buyer’s experience. It is an approach that helps marketers understand what their customers think, feel, and do at every stage of their journey.
ABM helps companies to create a more personalized experience for customers. By understanding what their customers are thinking, feeling, and doing at every stage of their journey, companies can take better care of them by offering them a more tailored experience.
Some examples of how ABM can help you include:
- Brand loyalty
- Loyalty programs
- Customer feedback systems
- Customer support systems
Orchestrate engagement
Account-Based Marketing (ABM) is a marketing strategy that focuses on engagement. It helps organizations to understand their customers and prospects and then engage them through personalized content.
The ABM model has three key components: Account Management, Digital Marketing, and Customer Engagement.
Account Management involves analyzing the customer’s needs, identifying the best channels to reach them, and planning relevant campaigns.
Digital Marketing includes creating digital assets (e.g., videos, infographics) tailored for each channel or campaign to reach the customer at the right time with the right message.
Customer Engagement includes providing relevant content that engages with customers personally to build trust and loyalty.
Renewal and retention campaigns
ABM has helped companies to improve their interactions with consumers by connecting them with the person who can best help them solve a problem or provide a solution. This opportunity allows companies to focus on what they do best – solving problems – while ABM takes care of all the other aspects of marketing like sales, lead generation, etc.
The most important part of this strategy is creating customer-centric campaigns tailored to their needs. ABM helps you identify your target audience, segment them, and create personalized content for them.
Integrate sales & marketing
ABM is a more comprehensive approach that integrates the sales and marketing teams. It helps them to understand customer behaviors and create personalized experiences for those customers.
It helps them to understand customer behaviors and create personalized experiences for those customers.
Since marketing attracts leads and sales would lead them to purchase, it is crucial to do all that you can to ensure smooth integration between the two. You can use tools like ABM Platform UK to help you have a platform that connects the two between one.
Conclusion
With ABM, you can achieve many business goals while ensuring customer satisfaction is still at the top of your mind. If you run a B2B company, consider using ABM more to ensure that you are catering to your customers’ needs and wants at all levels to attract and retain them for a long time.