How to get ABM accounts to your website

How to get ABM accounts to your website
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Practical guidance on engaging individual companies Account-based marketing (ABM) campaigns can come in all shapes and sizes. Depending on the companies that make up the target list, the tactics can be an almost limitless blend of online and offline activity. Regardless of how that blend is, erm, blending for an individual company, 9 times out 10 you’re going to want the individuals who work at your target accounts to come to your website at some point soon. As learned readers of Smart Insights, no doubt you’re at least up to speed with the fundamentals of SEO and have consumed one of the dozens of articles on inbound. But ABM is different. We’re not trying to bring in as many visitors as possible, we’re trying to bring in as many as possible from our account list. This slight difference in the challenge brings its own blend of tactics that we’re going to explore in this article. Warning, if you think account-based marketing is the type of buzzword that should be avoided, it’s just the tip of the iceberg. Hold on tight! Content is king Before we get into the nitty-gritty of tactically reaching your accounts, you need to make sure you have the right content. The whole point of ABM is that you’re undertaking the right type of activity to individual companies, or small groups of companies; the activity that will give you the best possible chance of winning their business. Depending on your circumstances, that might mean creating individual […]

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