The SaaS marketing world is buzzing in 2016 to offer your business something – anything – related to account-based marketing (ABM). It's the summer hit equivalent of Justin Timberlake's "Can't Stop the Feeling. "One of my favorite offerings has been to Latest Mailing Database use retargeting advertising to interact with employees from a specific account while surfing the web. Yes, retargeting ads can be annoying. But they are also effective. And when up to 75% of the buying process happens before a contact reaches out to you, it's essential to look for proactive ways to win hearts and minds by building the brand through a number of tactics, including retargeting. But just like ABM is a new concept that's really been around for over 20 years, an effective retargeting campaign for ABM relies on old-school marketing.

Let's go over what you'll want to consider when launching your next retargeting campaign for ABM, and how it all fits together. Ideal account profile What is your ideal account? Just as you start any marketing initiative by determining your ideal customer profile and buyer persona, the same goes for creating your ideal account profile. Look at the accounts you currently have or are in your pipeline. Which ones do you want to imitate? Do you understand the Latest Mailing Database business drivers of this potential account, both at an industry and company level? Then you want to focus on understanding goals, behaviors, language, processes, systems, etc. As you build your ideal account profile and then move on to creating personas.

As CMO Kevin Borowski points out in the video below, in the Act-On account targeting example, we would build personas for him (the decision maker), for his managers and senior managers of the Latest Mailing Database various marketing teams (the influencers ) , then a persona for people like me who will be working on the product being sold every day (the practical users). The end result is that there can be hundreds or more different touchpoints in an account across the various stages (brand, demand, expansion), which requires a coordinated approach. Content Audits your ideal account and account buyer personas take shape, know that you should have an audit that addresses each stage of the buyer's journey for each persona.