Account-Based Engagement 101: A Beginners Guide

Most B2B marketers today are still using traditional lead-based marketing strategies. However, with the rise of account-based engagement (ABE), a new approach to B2B marketing is emerging.  

With account-based engagement (ABE), businesses focus on targeting and engaging specific accounts rather than leads. This allows them to tailor their marketing efforts to the specific needs of each account, resulting in a more personalized and effective approach.  

Account-based engagement has already proven to be successful for many organizations, and it is only going to become more popular in the coming years. If you’re not already using account-based engagement, now is the time to start exploring this new approach to B2B engagement.  

Here’s everything you need to know about account-based engagement, including what it is, how it works, and why it’s so effective.  

What is Account-Based Engagement? 

Account-based engagement (ABE) is an extensive approach to B2B marketing that focuses on engaging specific accounts rather than leads.  

ABE involves identifying key accounts that are most likely to convert and then tailoring your marketing efforts to those accounts. This includes creating personalized content, targeted campaigns, and account-specific sales strategies.  

The goal of ABE is to create a customized experience for each account that will ultimately lead to higher conversion rates.  

How Does Account-Based Engagement Work? 

ABE has three main components: account selection, account planning, and account execution. All of these components work together to help find, engage, and close more of your potential customers.  

Account Selection 

The first step in ABE is to identify which accounts you want to target. This can be done using a variety of criteria, such as company size, industry, location, or even specific pain points.  

Once you’ve identified your target accounts, you can begin to create account-specific plans.  

Account Planning 

The second step in ABE is account planning. This involves creating personalized content and targeted campaigns for each account.  

It’s important to consider the buyer journey when creating your account plans. What type of content will each account need at each stage of the buyer journey?  

Account Execution 

The third and final step in ABE is account execution. This is where you put your account plans into action and engage with your target accounts.  

Account execution can be done through various channels, such as email, social media, direct mail, or even events. The key is to use the channels that will work best for each individual account.  

Why Is Account-Based Engagement Effective?

Account-based engagement helps businesses tailor their marketing efforts to specific accounts. This personalization leads to better success in marketing strategies and higher conversion rates. 

ABE also gives businesses a better understanding of their target accounts. This allows them to create more targeted content and campaigns that are more likely to resonate with each account. 

Finally, ABE allows businesses to better measure their results. Because each account is treated as its own distinct unit, businesses can more easily track and measure the results of their ABE campaigns.  

Start Using An Account-Based Engagement Strategy 

If you’re looking for an account-based engagement software to help you target and engage with your ideal customers, Signals is the platform for you! Signals helps marketing and sales use account-based engagement to capture, captivate and converse with their ideal customer. Want to learn more? Click here to schedule a free demo today!