Account Based Marketing for Commercial Real Estate
Looking for a different, more targeted approach to B2B marketing? Account-based marketing differs from traditional marketing in that you focus on specific high-value accounts that are likely to convert and add value to your business. We have a related post on account-based marketing here, and this eBook dives even deeper into what it means and how CRE businesses can leverage it to grow their businesses.
Before implementing account-based marketing, you need to ensure that your organization is ready for this marketing methodology. Our eBook offers a few key questions that you need to answer about your organization to help determine if this method will be a good fit.
We’ll also show you how to segment your audience to understand who your ideal client is, the size of the deals you have with them, and how long they take to close. Ultimately, this is about pinning down the accounts that provide the most value to your organization.
5 Common ABM Mistakes CRE Companies Make
As you implement ABM into your CRE organization, be aware of a few common pitfalls:
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Non-personalized outreach
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Targeting too many accounts
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Not involving the sales team early on
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Using outdated/broad data
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A lack of success metrics for ABM
How to Launch an ABM Campaign
Step 1
Identify your high-value CRE accounts by taking advantage of CRE-specific filters in Biscred to find the accounts most relevant to your business.
Step 2
Find the key decision makers at a senior or executive level using Biscred’s people search feature.
Step 3
Create personalized content around the business decisions that the high-value account is making. Speak to their specific needs and struggles.
Step 4
Begin ABM outreach using personalized messaging and citing key insights that your business may have for their organization.
Step 5
Take advantage of retargeting ads to launch ad campaigns to target the individuals and decision makers in an organization.
