How to Use a CRM for Account-Based Marketing

Account-based marketing (ABM) has emerged as a game-changing strategy for businesses who are looking to focus their marketing efforts on high-value accounts rather than playing a numbers game and  casting a wide net.

Instead of targeting a broad audience, ABM hones in on specific companies or organisations, delivering personalised campaigns that are relevant to the business or individual in question. However, this targeted approach requires precise data management, and that’s where customer relationship management (CRM) systems come into play.

Now, a CRM system is a vital tool for managing interactions, tracking customer journeys and organising key account data. By integrating CRM with ABM, businesses can align their sales and marketing teams, personalise content for decision-makers and optimise campaigns for maximum impact.

Whether you’re new to ABM or just looking to enhance your current strategy, understanding how to leverage CRM technology can elevate your efforts dramatically, driving engagement and building long-lasting relationships with your most valuable clients.

Some of the best CRM providers include:

1. Zoho
2. Pipedrive
3. Monday.com
4. Freshsales
5. Capsule

 

The Role of CRM in ABM

 

A CRM system serves as the backbone for implementing ABM strategies. At its core, a CRM allows businesses to centralise data on target accounts, providing a single view of customer interactions, preferences and behaviours.

For ABM, this data becomes crucial for the purpose of identifying high-value accounts and then tailoring engagement strategies accordingly. CRM software can segment contacts based on industry, company size or revenue, allowing marketers to prioritise accounts that align with their goals.

With a CRM, companies can also track customers’ journeys, monitoring where each account stands in the sales funnel. This insight is absolutely vital for designing campaigns that resonate with decision-makers at every stage of their journey, from initial awareness to an actual purchase.

 

Building Personalised Campaigns with CRM

 

ABM relies on creating highly personalised content, and CRM tools make this process not only possible but seamless too. By integrating CRM with marketing automation platforms, businesses can deliver targeted emails, ads and other content directly to key accounts.

For instance, a CRM can store data on previous interactions, helping marketers to craft messages that address specific pain points or goals of an account. This level of personalisation doesn’t just increase engagement, it also strengthens relationships with decision-makers.

In addition, CRM analytics can help refine campaigns by offering insights into what works and what doesn’t. By tracking metrics like email open rates or website activity, marketers can tweak their strategies to ensure maximum impact.

 

 

Cross-Team Collaboration

 

Another significant advantage of using a CRM for ABM is its ability to foster collaboration. ABM is most effective when sales and marketing teams work closely together. A CRM system ensures that both teams have access to the same data, allowing them to align their efforts.

For instance, while the marketing team might focus on generating interest with tailored campaigns, the sales team can use CRM insights to follow up with personalised outreach. This means that all employees are on the same page when dealing with the client which makes them feel more understood and well taken care of.

By leveraging the capabilities of CRM, businesses can make their account-based marketing strategies more efficient, impactful, and measurable, ultimately driving stronger relationships with high-value clients.