Targeting the Right Persona: Crafting ABM Strategies for Account-Based Marketers

The canonical practice

Describe the people who buy, influence and use the offer in terms of their decisions and risks.

What the current news changes

With the evolving landscape of B2B marketing, account-based marketers must shift their focus towards creating detailed buyer personas and leveraging message maps to address the specific questions and concerns of each persona, ultimately driving higher engagement and conversion rates.

What to do now

1. Develop comprehensive buyer personas by analyzing current customer data and market research to identify key decision-makers and influencers within target accounts.
2. Create message maps for each persona, outlining their primary concerns, decision-making criteria, and preferred content formats, to ensure messaging is tailored and relevant.
3. Implement a sales narrative that aligns with the buyer personas' journey, emphasizing how the product or service solves their specific pain points and adds value, to guide prospects through the sales funnel effectively.

Sources

• Smart Acquisition Or Frankenstack? Stagwell-Freestar And DoorDash-InstacartAdExchanger · adexchanger.com
• AI In Procurement: Experiment Like A TeenagerForrester · forrester.com
• 13 Recent Marketer Moves to Know: Liquid I.V., MrBeast, NYT, and MoreAdweek · adweek.com
• Amazon’s ad revenue growth decelerates due to Prime Day tweaksMarketing Dive · marketingdive.com
• The B2B Category the Markets “Hate” the Most Today: GTMSaaStr · saastr.com
• The changing CMO role in 3 numbersMarketing Dive · marketingdive.com
• More paid social ads won’t fix a creative problemMarTech · martech.org
• How to test incrementality before peak spending startsMarTech · martech.org
• Annual Contracts: Maybe Not All They Are Cracked Up To BeSaaStr · saastr.com
• Your Media Plan Might Be Missing Its Best CustomersAdExchanger · adexchanger.com

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