how to improve an ABM campaign that is not performing

Assess Current Performance of ABM Campaign

Review key metrics such as engagement rates, conversion rates, and ROI

Identify specific areas where the campaign is falling short

Consider feedback from sales team and target accounts

Conduct A/B testing on messaging, content, and tactics to determine what is resonating with target accounts

Evaluate the effectiveness of your account segmentation strategy and consider potential adjustments

Compare the performance of the ABM campaign to previous campaigns or industry benchmarks

Assess the alignment between marketing and sales teams in executing the ABM campaign

Review any external factors that may be impacting the performance of the campaign, such as market trends or competitor activity

Analyze Target Account Data

Review data on target account behavior and interactions with campaign

Identify any patterns or trends that may indicate areas for improvement

Consider adjusting target account list based on new insights

Evaluate the effectiveness of personalized content and messaging for each target account

Analyze the level of engagement and interest from target accounts

Review the quality and accuracy of data used to identify and track target accounts

Compare the performance of different segments within the target account list

Utilize predictive analytics to identify potential high-value target accounts

Review Messaging and Content

Evaluate the effectiveness of current messaging and content

Ensure messaging is personalized and relevant to target accounts

Consider A/B testing different messaging variations

Conduct surveys or interviews with target accounts to gather feedback on messaging and content

Analyze engagement metrics to see which messages are resonating with target accounts

Update messaging and content based on current trends and industry news

Collaborate with sales teams to align messaging with their conversations and objectives

Test different content formats, such as videos, infographics, or case studies, to see what resonates best with target accounts

Optimize Account Segmentation

Review current account segments and determine if they are still relevant

Consider creating new segments based on behavioral data

Personalize messaging and content for each segment

Evaluate the size and potential value of each account segment

Test different segmentation approaches to see which yields the best results

Use account-based scoring to prioritize segments for targeted outreach

Incorporate predictive analytics to identify high-value accounts within each segment

Adjust Campaign Tactics

Consider incorporating new channels or tactics into the campaign

Test different approaches to see what resonates with target accounts

Ensure alignment between marketing and sales teams

Evaluate the timing and frequency of touchpoints with target accounts

Experiment with personalization and customization of content for different segments within target accounts

Review and refine the targeting criteria used for selecting accounts to ensure they are the best fit for the campaign

Explore partnerships or collaborations with other companies to enhance the reach and impact of the campaign

Implement A/B testing to compare different variations of messaging, content, or offers to determine the most effective approach

Monitor and Measure Results

Set up regular reporting to track progress of campaign improvements

Adjust strategies based on ongoing performance data

Continuously optimize campaign based on results

Conduct A/B testing to compare different messaging and content strategies

Implement tracking tools to monitor engagement and conversion rates

Review customer feedback and incorporate suggestions for improvement

Analyze competitor campaigns to identify areas for enhancement

Utilize analytics tools to assess the effectiveness of each touchpoint in the campaign

Seek Feedback and Collaboration

Gather input from sales team, target accounts, and other stakeholders

Collaborate with internal teams to brainstorm new ideas and strategies

Stay open to feedback and adapt campaign as needed

Conduct surveys or interviews with target accounts to gather direct feedback on the campaign

Seek input from external partners or industry experts for fresh perspectives on the campaign

Establish regular check-ins with key stakeholders to discuss progress and gather feedback for continuous improvement