While traditional marketing methods continue to be useful, digital marketing has become the fastest-growing field of marketing. Not only is digital marketing inexpensive, but it also has a lot of potential to increase your customer base by reaching out to potential customers via email.
What Is Account-Based Marketing?
Within the field of digital marketing, you can also practice account-based marketing. The idea behind account-based marketing is not new. Businesses have always tried to pinpoint and target the customers who are most likely to buy their products. And they have focused their marketing efforts towards these customers.
Account-based marketing is similar and can be found most in B2B businesses (business to business). For example, if you are a business selling leather to other businesses which make handbags, you could practice account-based marketing. In this case, you would pinpoint the customers or accounts which are most likely to buy your leather and focus your email marketing efforts on them.
What Accounts Do You Already Have?
Go through the clients you already have or the ones you’ve had in the past. These are the first people you want to target through account-based marketing. The fact that they’ve already purchased something from you in the past indicates that they might be more likely to do so in the future. These should be the first accounts you target via your email marketing campaign.
What Accounts Do You Want to Land?
Aside from the ones you already work with, surely there are a number of businesses making handbags (to use the same example as before). So you need to figure out who they are, where they currently buy from, what prices they are getting etc. This will give you an idea of your competition. You’ll know whether you have something to offer that company which they don’t already have. It’s also a good idea to find out who does the purchasing at that company so that you can target specific people, if possible.
Account-Based Marketing via Email
You can start an email marketing campaign focusing on the people in charge of buying in your target accounts. Use the information you have gathered so far to make sure that the email is geared towards them and their needs.
Contact us for more great tips for account-based marketing via email.