Tech startups only have a limited amount of time to find their ideal customers and bring them on board. If you want to experience rapid growth, you have to be at the top of your game when it comes to marketing.
That’s why successful tech startups are increasing their use of Account-Based Marketing. In the competitive and crowded tech marketplace, broad-based marketing tactics aren’t going to cut it. You must focus on your ideal clients and get smart with your customer acquisition strategies.
Account-Based Marketing (ABM) is an approach that focuses on a clearly defined set of target accounts belonging to your highest-value customers and leads. Instead of casting a wide net and hoping something sticks, ABM allows you to win over your most profitable prospects strategically.
What is Accounting-Based Marketing in a Tech Startup?
ABM is a popular B2B strategy that combines marketing and sales in a powerful collaborative relationship. The goal is to work together to focus efforts on converting and retaining the highest-value customers by creating marketing materials that speak directly to them.
At its core, ABM is a strategy that makes you focus on a set of high-value accounts that will bring in significant revenue – something that startups need to succeed. If you’ve been creating content and throwing it out into the void of the internet and hoping it catches the right person’s attention, there is a better way!
There are countless success stories out there of how ABM strategies synced marketing and sales so effectively that companies were able to bring in better clients, not just more clients.
ABM prompts you to create tailored campaigns for the accounts that fit your ideal customer profile. That’s especially important for tech start-ups with little time to waste on low-spend consumers.
In short, ABM provides more bang for your buck. It increases conversions and improves retention. It is a personalized marketing approach that makes you stand out from larger competitors who roll out one-size-fits-all marketing plans.
Some tech start-ups even create a boutique experience for their ideal client accounts to woo them – and get them to stick around.
ABM Strategies in Tech Startups
Some of the most popular ABM strategies used by tech startups today include:
- Identifying target accounts
- Researching those accounts’ needs
- Personalizing messages
- Using targeted ads
- Creating individualized content to appeal to specific individuals
- Aligning sales and marketing teams
- Tracking engagement metrics
- Retargeting high-value accounts
- Training sales reps on accounts
- Attending valuable conferences and events
- Measuring ROI
How to Use ABM at a Tech Startup
At Cogo & Co., we help tech startups create effective marketing content. We know the ins and outs of finding and marketing to ideal client accounts.
Tech startups are often building from the ground up, meaning they don’t have a wealth of established client data to pull from. Instead, they have to be incredibly innovative regarding buyer persona research and account building.
These are some tried-and-true strategies that we recommend to our startup clients:
- Identify the key target accounts that perfectly fit your product or service. For B2B startups, these are almost always companies in your target industry.
- Research those target accounts to understand their pain points, challenges, values, and needs. You can research their websites, press releases, job postings, and executive social media profiles to build a profile for each target account.
- Personalize your messaging and content for the people in each target account. This means crafting customized emails, offers, and content that speaks directly to the individuals of each account.
- Have your sales and marketing teams work together to develop tailored sales scripts and strategies for each target account. If your marketing team is doing the research, make sure your sales team has the information!
- Don’t forget about retargeting campaigns, in which you bring your potential account’s attention back to your services sometime after your first interaction.
Cogo & Co. Can Help You See Growth with ABM
At Cogo & Co., we help B2B companies in tech, finance, and healthcare target the accounts that will increase their revenue. We understand the pressure of running a startup, so let us take some of the weight off your shoulders by supporting your implementation of ABM.Ready to take your sales and marketing to the next level? By taking our quick Growth Readiness Scorecard, you'll gain invaluable insights into optimizing results for your business. Score your current approach, receive a customized analysis showing your strengths and opportunities, plus expert advice on rapidly boosting performance.
Schedule a free consultation today to review your customized Scorecard results. Our team is ready to partner with you for even faster growth. Take the first step and contact us now!
