3 Practical Account-Based Marketing Tips for 2021

by Paul Slack
  |  December 12, 2018  |  
December 12, 2018

Account-Based Marketing Tips

There are ample blogs out there on the benefits of Account-Based Marketing (ABM)  and how to get started. In this blog, we wanted to focus on 3 very practical Account-Based Marketing tips to jumpstart your ABM activities in 2019.

3 Practical Account-Based Marketing Tips for 2021

Tip #1: Teach Social Selling to Your Sales Team

People do business with people they know, like, and trust. This is one of the reasons Target Account Selling and ABM work so well within B2B. Social Selling begins with targeting ideal prospective accounts and then having your sales team connect and nurture relationships with key individuals within these accounts is critical.  

However, most sales reps don’t know how to build relationships with prospects using social platforms like LinkedIn. Reps also struggle with turning online connections into offline conversations. They need to be trained to learn these skills. That’s why we have developed a foundational 7 video course for sales teams. You can check it out here.  At $97, it’s a real value.

Tip #2: Increase Targeted Reach through Content Amplification 

2019 will be the year that employee advocacy will become mainstream. Leveraging employees’ social profiles will greatly impact how many people see and read your content. However, for B2Bs the best place to start is with your sales team. These are the people building connections with prospects. They are the trusted front line of your business. By arming them with your best B2B content, you are going to make them look smart and help your business stay top of mind.  

How do you get your sales team to post your content? The reality is, if you don’t make it easy for them, it won’t happen. There are account-based marketing tools and sales enablement services offered by companies like Vende Digital that can help. For example, our social selling services enable sales teams to easily integrate this activity into their routine by literally teeing up the right content and providing the ability to edit, share, post, or schedule for later.  

Tip #3: Repurpose Content for Maximum Exposure

Developing strategic content takes a lot of effort and many B2Bs fall short when it comes to maximizing their content exposure. Writing a blog, posting it on social, and even promoting with advertising dollars, isn’t going to give you enough exposure to make a difference. A good topic should exist in at least 3 formats. Here are some examples we use with clients:

  • Guides are the new eBook – Break complex topics into a series of 3-4 blogs articles. Next wrap the articles together into a downloadable guide.  Use the term “guide” and not “eBook.” “Guides get 2X the conversion rate.
  • Create industry segmented newsletters –  Newsletters are great because they show up in the inbox of your targeted audience which extends the shelf life of your content. However, to maximize the ABM impact, build a template for each industry sector to tailor your unique selling proposition for each industry. Populate the newsletter with snippets from your latest blogs.
  • Convert Blog content into videos – A great way to recycle older blogs is by producing a video highlighting the key points of a blog.  The video can then be used natively in social as a teaser video that grabs users attention and drives them back to your blog.  You can also post these videos to your YouTube channel and embed them on your website for additional SEO benefit.

Find a way to incorporate these 3 Account-Based Marketing tips and you will be in a good position to generate more marketing and sales qualified leads in 2021!

Can We Help?

Do you need help developing a successful account-based marketing program? We offer strategic planning, social media advertising, social selling training, and sales enablement tools that can help you win in 2019. If you are interested in learning more, sign up for a complimentary initial consultation/discovery meeting. Schedule yours today and let’s see if we can help.

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