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Are You Performing Regular Tests On Your ABM Strategy?
"How can I tell if my account-based marketing strategy is actually working?"
Why You Should Be Regularly Testing Your ABM Strategy
Simply developing a defined ABM strategy is not enough. If you don't test and measure regularly, it's hard to know if your audience is reading the emails you send them or if they're looking at ads on social media. As such, you won't know if something is working or not until it's too late.
You also won't be able to tell what type of content works best for your audience—and that's important because each customer is different. If you don't know what works best for them, then how can you tailor your message?
With that being said, you should be performing regular tests after implementing your account-based marketing strategy.
Why Should Your Goals And Metrics Align?
The reason is simple: if your goal is to convert leads into customers, and you're tracking ROI of leads, then those two metrics should be aligned. If they aren't aligned, then there's a disconnect somewhere in your ABM strategy that needs to be addressed.
In order to effectively execute your account-based marketing strategy, you must have a clear understanding of what your goals are and how they align with the metrics you're measuring.
Account-based marketing is all about focusing on one-to-one relationships. So it's important to know what you're trying to achieve in those relationships and whether or not this aligns with your end goal.
For example, if you want to build up a long-term relationship with a prospect, then it's vital that your account-based marketing strategy focuses on achieving that goal. However, if it doesn't align with your company's overall vision and mission statement, then it may be more appropriate for you to focus on other things instead.
Here's How gardenpatch Can Help You To Regularly Test and Interpret Your ABM Strategy:
Your account-based marketing strategy is only as good as the data it's based on. With gardenpatch, you can establish a baseline for your account-based marketing performance and then track the progress of your strategies as they evolve. If you are planning to launch a new account-based marketing strategy, you need to have a regular testing and interpretation process in place.
Is your ABM strategy based on accurate data?
If you're not collecting enough information about your customers, or if you can't get the right kind of information, you're going to have a tough time making your ABM strategy work.
And that means you might be leaving money on the table.
It's not just a matter of "if you build it, they will come." Your ABM strategy has to be built on relevant insights about your target audience and their needs.
If you want to connect with your ideal customers, you need to know who they are and what they want. You can't just guess or assume—you have to actually know. And that starts with having a strong foundation in data collection.
There are two main ways you can gather data: by collecting it from your own resources or by purchasing it from third-party providers. Both methods have their pros and cons. So it's important that you make an informed decision about where to start.
Do you need help testing and interpreting your account-based marketing results? Click the link to schedule a call with us today!
