Women who want to succeed in the business world need to familiarize themselves with different marketing strategies in order to stay ahead in today’s globally competitive world. The traditional school of thought in marketing focuses on marketing at an industry or sectoral level.
To put it simply, marketing strategies are examined through a macroscopic lens by looking at a population rather than a particular sample or part of that population.
Account-based marketing is a strategy that anyone would do well to master as it can be useful in many different situations. In a nutshell, account-based marketing looks at individual accounts or prospective customers as a market of one.
It takes a more singular or particular approach to the generalized strategies you might typically encounter in traditional marketing strategies.
Here are a few basic account-based marketing tactics for those interested in learning more.
1) Creating excellent landing pages
Account-based marketing (ABM) relies on high conversion rates in order to be successful. To this end, creating tailor-made landing pages is a very good tactic in order to reach the target conversion rates. The marketing department must create landing pages that cater specifically to the target accounts, customers or individuals.
This can be accomplished by making use of customized images, forms, and offers. Some marketers even go so far as to include the names of the target accounts or prospective clients. A word of caution, however, as there are accounts or individuals who might find this overly tailored approach a bit unsettling or unnerving.
2) Application of social intelligence
Succinctly put, social intelligence is the ability to navigate the social environment while also being able to build relationships with people. Studies have shown that women are more emotionally intelligent and developed than their male counterparts. This trait lends itself well to the application of social intelligence in account-based marketing.
Social intelligence should be used to help understand the desires, wants and needs of the prospective target account, client or customer. It will be an excellent asset in developing a marketing plan that appeals to their specific wants and needs. Gathering the right social data is crucial here since it will help to determine what a particular account or client might care about.
3) Tapping into the employee’s social network
A big mistake that a lot of rookies in account-based marketing make is that they tend to forget to tap into their extended social network. Companies have employees outside of their sales or marketing team that they have to learn to use.
Some of these employees may have useful social contacts in their networks that can be leveraged in order to improve the implementation of the account-based marketing strategy. Leveraging the employee’s social network can extend the reach of the marketing campaign and thus increase the odds of a high turnover.
4) Using snail mail
Writing letters, at least according to some, is a dead art. However, high-level executives still appreciate a well-crafted letter. It may seem like an antiquated approach but direct mailing is a strategy from the old school of marketing that can still work with high-level executives.
The reason behind this is that these high-level executives do not enroll or apply to webinars, and unsolicited emails tend to get left unnoticed in the spam folder, or just plain ignored or deleted. Using this particular tactic can be difficult, however, as it would require a high degree of creativity and intelligence in order to captivate the recipient.
