Account-Based Marketing: An Overview

Account-based marketing can be very beneficial for your overall performance, as it enhances your event strategies in times where new solutions can make the difference as the competitive landscape is constantly growing. Change and innovation are prerequisites for reaching maximum audience impact and improve ROI. The concept of account-based...
account-based marketing

Account-based marketing can be very beneficial for your overall performance, as it enhances your event strategies in times where new solutions can make the difference as the competitive landscape is constantly growing. Change and innovation are prerequisites for reaching maximum audience impact and improve ROI.

The concept of account-based marketing centres around the idea of identifying and targeting a specific list of key accounts, whose needs and interests are directly linked to your service offering and value proposition. Working closely with these accounts to provide them with highly personalised content, is the first step towards increasing your engagement rates.

Resorting to this marketing strategy could be the perfect solution for developing sustainable, long lasting relationships with key clients and thus getting one step closer to your event’s success. Here’s what you should keep in mind before you dig deeper:

Identify your strongest target accounts

The most important aspect of account-based marketing is your account portfolio. This strategy is ideal once you have a strong grasp on your target market and thus a clear understanding of which account would be the perfect match to your service offering. Due to the significant amount of time, energy and resources required for securing and maintaining more meaningful and mutually beneficial relationships with them, is it imperative that you spend enough time to identify the ideal accounts; those who will demonstrate great interest in attending your event.

Find the right connection points

After creating the list of your ideal accounts, the next step revolves around identifying your point of contact for facilitating easy and quick communication. In order to make the most out of such a strategy, as well as inspire them to participate in your future endeavors, the establishment of a solid communication channel is needed. Keeping in touch with individuals who are decision-makers, elevates your marketing activities bringing you closer to an overall positive result. 

Provide them with their ideal content

Once you determine the right points of contact and build a dynamic communication channel, it is time to take your content strategy to the next level. Ensure that you research and create personalised content that answers to their specific challenges and needs while maintaining a regular content flow. By further tailoring your content, there is a significantly higher chance that it will resonate with your ideal accounts, and eventually motivate them to continue to engage with you.

At MCI, we are constantly optimising our services in alignment with industry trends in order to deliver impactful meetings and events. Contact us here to find out how we can help.

Source: live.mci-group.com