Account-based marketing (ABM) is a highly targeted approach to B2B marketing focusing on specific accounts rather than entire markets. 

ABM campaigns are designed to generate high-quality leads, improve sales, and increase customer lifetime value. 

However, as with any marketing campaign, it is important to protect your brand and URL while running an ABM campaign in order to: 

• maintain the credibility of your company in the eyes of your target accounts 
• increase the likelihood of generating high-quality leads
• reduce the risk of your communications being marked as spam

In our experience, you can secure the integrity of your brand easily by using these 5 things while running your ABM campaign:

1. Branded email domains
2. Custom URLs
3. Personalization strategies
4. Landing pages
5. Lead nurturing strategies

1. Branded email domains

A branded email domain is an email address that is associated with a specific brand or company that’s typically in the format of "name@brandname.com" or "name@companyname.com." 

Having a branded email domain:

• creates a sense of trust and credibility with your ABM audience
• establishes a professional image for your company 
• makes it easier for recipients to identify the sender as you
• helps recipients filter out spam and phishing emails
• increases the chances of your emails landing in the inbox rather than the spam folder

A branded email domain assures prospects that your emails are coming from a legitimate source: your company.

And that builds trust (and consequently, new customers and promoters of your brand).

2. Custom URLs

A custom URL is a unique web address that you can easily set up to match the name of your business. 

Custom URLs can also be created and managed through website platforms such as WordPress, Wix, and Shopify or through web hosting providers like Bluehost, GoDaddy, and HostGator. 

They can be created for different types of web pages like landing pages, microsites, and product pages.

Custom URLs make it easy for your recipients to remember your brand and reduce the chance of your URL being blocked or marked as spam.

3. Personalization strategies

A personalization strategy in ABM is a targeted approach to customizing communications and interactions with specific accounts in order to make them more relevant and effective. 

It involves using data and insights about the target accounts to tailor messaging, content, and offers to the specific needs, interests, and pain points of those accounts. 

Specifically, personalization in ABM involves:

• using the name of the decision maker
• highlighting specific industry or company information
• mentioning relevant business challenges that the target account is facing 

It can be applied to various marketing channels like emails, webinars, direct mail, phone calls, and events.

Personalizing your outreach in ABM helps to increase the relevance of the campaign and the likelihood of the target accounts engaging with your company, which can ultimately lead to higher conversion rates and better ROI (and, of course, it protects the integrity of your brand). 

Check out our blog that shows the tech stack we use to automate this whole process.

4. Landing pages

A landing page is a standalone web page that’s designed to be the destination for a specific marketing campaign or promotion, and it’s a great way to protect your brand and capture the right information at the same time. 

Landing pages are typically created to convert visitors into leads or customers by providing them with information about a product or service and a call-to-action (CTA) to take the next step, such as:

• filling out a form
• making a purchase
• signing up for a trial, and more.  

A landing page is often different from the main website and has a unique URL, and it’s optimized for one specific conversion goal. 

5. Lead nurturing strategies

Lead nurturing protects your brand because you’re building relationships with prospects vs. selling to them (which is a great way to approach anything, actually). This approach to ABM keeps your prospects engaged and interested in your company—and your products or services—even after the campaign has ended. 

It also increases the chance that recipients of your ABM outreach become customers—and even promoters—of your brand in the future.

So, protecting your brand while running an ABM campaign is essential to its overall success.

Want to know more about our secret sauce for running next-level ABM campaigns that work, all while maintaining an impeccable reputation as a brand that educates and empowers clients to grow their own way?

Talk to us about what you need. We’re right here.

Growth Marketing Firm, Feb 6, 2023

(Updated July 31, 2023)

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