Running a successful Accounts based marketing campaign at the  basic level may seem simple – as long you have your targeting and content sorted you are good to go. However in order to get the most out of your accounts based marketing campaigns here are the top 5 things you should keep in mind.

1. Database.  Although you can start with as low as 1000 contacts, it is recommended to have at least 10000 contacts in your marketing list before starting ABM campaigns. This is because a comprehensive list of contacts or companies can help generate the required volume where as if your targeting list is too small you might struggle with ad impressions and conversions. For email campaigns  it is necessary to have their email address but you can also chose to create a list with just company names and target specific functions, job titles or seniority level in an organization during campaign creation.
2. Content – Now this is where you need to start working on the customer’s journey and build buyer persona to outline the base of content creation. This includes everything from a fascinating ad copy to an enriching landing page with instant rewards for the users like a PDF or a whitepaper download, Try and make your ads engaging first and informative second. Also ensure that you are not using your website’s homepage or your products and services page as your landing page as this can lower your conversion. Make sure you have landing pages dedicated to each marketing campaign and you should have multiple campaigns with multiple landing pages to split test ideas. Ensure that your landing pages for paid campaigns have no navigation and a clear call to action.
3. Distribute – Because your target market is already so well defined with your database its now time to shoot them across using various channels like Google, Search and display network, Facebook, LinkedIn, TikTok, Twitter etc. During your trial phase pick a segment from your database and run ads on multiple platforms to collect statistics and optimize your campaigns.
4. Track – While you are advertising on multiple platforms it is important for all the leads to be collected on a unified platform like a CRM. Ensure that the same conversion form appears across all the landing pages to avoid tracking complexities. Most CRMs with some custom set up can also track the source of the leads which is an important attribute in optimizing campaigns for business conversion rather than just leads. You also need to set up conversion tracking on your advertising platform as well as analytics to compare stats.
5. Nurture – This is where you need to be setting up marketing automation to ensure seamless flow of communication at different stages of interaction with the customer For example once a lead form is filled, you might want to  send an automated email with more information about your business. You can add them to your marketing list and send reminders when required. It is also essential to create multiple remarketing lists for MQLs, SQLs, website visitors, lookalike audiences, to serve relevant ads.