Various aspects need to be evaluated during a business crisis, and that includes your marketing strategy. The right marketing strategy can even help your business out of a crisis as it leads to increased lead generation, customer retention, and hence, revenues.
Making your account-based marketing (ABM) more personalised and engaging for your customers instead of using generic messages lets your customers feel more valued and can even make a difference between retaining and losing a client.
Why is Account-Based Marketing Right for a Business Crisis?
Account-based marketing is a focused B2B approach that allows you to personalise your marketing strategy to each account. Your firm’s marketing and sales teams work in conjunction to deliver personalised messaging to each customer.
During times of crisis, an account-based marketing strategy helps you build and retain the knowledge of each customer and their specific needs and demands.
With the right ABMagency, your firm can effectively persevere through any crisis. Having a roadmap and strategy to refer to can also help your firm save on effort and be more organised in such situations.
Focus on the Message
Account-based marketing messaging is more specific and targets a smaller range than your typical B2B marketing tactics. For example, traditional B2B strategies focus more on lead generation and thus have a larger audience to target, whereas account-based marketing focuses on retention and higher engagement.
ABM allows you to cast a smaller net over clients during a crisis and focus on specific messaging crafted for certain sets of customers. It can allow you to communicate critical details at regular periods to enhance your relationship with them.
Communicate and Understand Customer Accounts
It’s always important to communicate to your customers that you can help them out during periods of uncertainty. In addition, you must also know when and how to help your customers.
It means clearly understanding their predicaments and ensuring that the proper communication channels are open between you and them. In a sound ABM strategy, you can organise accounts so as to understand which ones to target as prime accounts.
Strengthen Customer Bonds
During times of upheaval, both your sales and marketing teams have to focus on enriching existing customer relationships. As a result, their focus has to shift from generating and converting new leads to customer retention.
Both you (the marketer) and your client have to support and encourage each other during a crisis. You can use your knowledge to focus on how your firm can help your customer.
Utilise Account-Based Marketing to Help You Get Through a Business Crisis
When facing a rough time, your content marketing also needs to shift to address the situation. First, it must communicate with your audience what is going on and what is being affected.
The content must be formulated so that it does not harm your client’s sensitivity or values. The content needs to be focused and relevant. Be positive and enlightening with your content since this encourages and helps your customers.
The right ABM strategy will allow you to put your customers first by addressing their needs and concerns, engaging them, and communicating with them. It will help you enrich your customer engagement.