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3 Surefire Ways to Find Account Based Marketing Success with Radius

Account Based Marketing (aka ABM) is no longer a fad or an interesting trend for B2B companies. It’s becoming a full-blown, widely accepted way for sales and marketing teams to go to market. The ROI is real. According to a research report published by TOPO for the ABM Leadership Alliance, companies implementing ABM reported an average 171% lift in ACV when comparing pre- and post-ABM periods.

But as with all new things, I still see a lot of teams left wondering how and why. How can account based marketing be so much better than a traditional lead-based marketing approach? Why is it so much more effective? The answer is simple. ABM, when executed properly, nurtures a prospect with the perception of one-on-one personalization through their entire customer journey. From the moment a key account’s contact lands on a website, to every email they open, world-class ABM practitioners make sure they feel special.

That level of personalization might sound complicated and time-consuming to achieve, but given the right tools and the right amount of focus, sales and marketing teams can easily make this type of personalization a reality for all of their prospects.

Brace Yourself for These Three Headwinds

The notion of personalization might lead a lot of people to think that personalization and scale are in direct conflict. And that can be true if your team isn’t equipped with the rights tools.

While trying to deliver on the promise of personalization, sales and marketing teams will likely be hit with three stiff headwinds that can make efforts far too difficult or returns too modest to pay off.

  1. Bad Target Account Lists – Getting your list of ABM target accounts right is absolutely mission-critical. If your team is daunted by the task of delivering a personalized experience at scale, your target account list may end up being incomplete or too small. On the other hand, if your team does a poor job of selecting target accounts, you may end up with ill-fitting companies in your account list, resulting in wasted efforts and little success.
  2. Inability to Find Key Decision Makers – One thing that smart ABM practitioners know is that ABM, at its core, is still all about people. People still pick up phones and sign contracts. So the ability to source high-quality contacts who can serve as decision-makers and deal champions is key to a team’s success with ABM.
  3. Inability to Run Personalized Campaigns at Scale – Once teams have settled on the right accounts and the rights contacts within those accounts, they’re still left with the daunting task of personalizing each customer’s journey. The key here is to live and die by the perception of personalization. It’s a fool’s errand to try to actually deliver personalized content to each account in a target account list. The time commitment alone would take thousands of person hours annually. It’s simply too expensive.

To be successful with ABM and enjoy its promise of revenue return, sales and marketing teams need to find a way to overcome these three headwinds.

Sailing to Account Based Marketing Success

Though teams may be hit with initial challenges when implementing ABM, the good news is that there’s an easy way to get started. With its Account Selection feature, Radius equips customers with unlimited access to the 18 million businesses that exist in The Network of Record so they can kick off their account based marketing efforts on the right foot.

When using Account Selection from Radius, try out these tips and tricks for making sure your ABM efforts are as efficient and effective as possible.

1. Build the Best Target Account List

Be specific in selecting target accounts, but not overly stringent. I always recommend that customers carefully line out the right fit-based account characteristics, and then build a comprehensive list that encompasses all prospects that match up. Focus on hard-and-fast firmographics (such as Industry, Number of Employees, and Annual Revenue) that aren’t likely to change within the calendar year and render your product or service obsolete.

Radius Account Based Marketing-Account List Builder

2. Increase Contact Coverage to Avoid Single Threaded Accounts

At Radius, we’ve seen customers aim to minimize the number of leads they get from us because years of buying lead lists has trained them that more records = more money. Luckily for our customers, Radius offers unlimited access to The Network of Record. We do this so that our customers can source as many contacts as they need to find information on not just champions, but influencers, executives, users, and even gatekeepers who will drive their deals across the finish line. Already have your target accounts in Salesforce? See how our customers append new contacts to those existing accounts in no time. So don’t be shy. Start by sourcing a lot of contacts from Radius so you can find the right guys and gals for your sales cycle.

Radius Account Based Marketing-Account List

3. Segment with Rich Business Signals for Personalized Campaigns

Now we’ve come full circle on the perception of personalization. It’s impossible to have a customized message for each contact at each prospect in your account list. But using Radius, you can select from hundreds of business signals to segment your account list into small groups of very similar companies. With a good content marketer and the ability to focus on highly targeted groups within your account list, you can make the perception of personalization a reality.

The truth is that are lots of things to think about and work on with ABM, but in my opinion the three we cover here are mission-critical. To get a perspective on what else you should be thinking about, access troves of best practices and research from the ABM Alliance Leadership.

And trust me—or rather, trust all of us here at Radius—the ROI is real. At Radius, we’ve enjoyed a tremendous amount of success from our team’s focused efforts on ABM.

What Are You Waiting For? Account Based Marketing is Here

With Radius, kicking off your account based marketing initiatives is easier than ever. Radius can help you confidently take those challenging first steps in your company’s ABM journey. To learn more about Radius Account Selection, request a demo of our ABM workflows and ask for Beau (that’s me). I’ll also give a personal demo to a few lucky requestors so don’t be shy!

And have you ever thought about starting the conversation with customers on the websites they love to visit? With Radius Advertiser you can meet you prospects on their turf, maybe before they’ve ever even thought about you. What a great way to start their personalized customer journey!

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