Human-Centric Account-Based Marketing: Putting People First in Your Campaigns

Apr 4, 2024

<a href="" target="_self">Matt Bertram</a>

Matt Bertram

Matt Bertram is a award-winning marketing consultant and SEO Expert. He is the lead digital strategist at EWR Digital. Host of the Best SEO Podcast and Co-Host of the Oil and Gas sales and marketing podcast.
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Human-Centric Account-Based Marketing: Putting People First in Your Campaigns

In the ever-evolving landscape of marketing, there’s a growing emphasis on putting people at the center of strategies and campaigns. This is especially true in the realm of account-based marketing (ABM), where the focus is on targeting and engaging specific accounts with personalized experiences. In this blog post, we’ll explore the concept of human-centric account-based marketing and discuss how prioritizing individual relationships and personalized experiences can drive engagement and success in your ABM campaigns.

The Shift Towards Human-Centric Marketing

Traditional marketing approaches often treat customers as mere targets or numbers on a spreadsheet. However, the rise of human-centric marketing signals a shift towards recognizing the humanity of individuals and prioritizing their needs, preferences, and experiences. In the context of ABM, this means understanding the unique challenges, goals, and motivations of individual decision-makers within target accounts and tailoring your approach accordingly.

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Building Meaningful Relationships

At the heart of human-centric ABM is the idea of building meaningful relationships with key stakeholders within target accounts. This goes beyond transactional interactions and focuses on establishing trust, rapport, and mutual respect. By taking the time to understand the individual interests, pain points, and aspirations of your target accounts, you can tailor your messaging and engagement efforts to resonate with them on a personal level.

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Personalizing Experiences for Individuals

Personalization is a key component of human-centric ABM. Instead of delivering generic content or messaging, strive to create personalized experiences that speak directly to the needs and interests of individual decision-makers within target accounts. This could involve crafting customized content, offering tailored solutions, or providing exclusive access to resources or events. By demonstrating that you understand and value the unique challenges and objectives of your target accounts, you can forge stronger connections and drive deeper engagement.

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Empowering Sales and Marketing Alignment

Human-centric ABM requires close collaboration and alignment between sales and marketing teams. By working together to identify target accounts, define personas, and develop tailored messaging and content, you can ensure a seamless and cohesive experience for your target accounts. Aligning your efforts around a shared understanding of the individuals you’re targeting allows you to deliver consistent and impactful messaging throughout the buyer’s journey, ultimately driving greater success and ROI for your ABM campaigns.

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Measuring Success Beyond Metrics

In human-centric ABM, success goes beyond traditional metrics like leads and conversions. Instead, it’s about the quality of relationships and the depth of engagement with target accounts. Look beyond surface-level metrics and focus on indicators of meaningful interaction, such as the level of engagement with personalized content, the quality of conversations with sales reps, and the degree of advocacy and loyalty demonstrated by target accounts. By measuring success in terms of relationship-building and customer satisfaction, you can ensure that your ABM efforts are truly human-centric and impactful.


Conclusion: Embracing Human-Centric ABM

In conclusion, human-centric account-based marketing represents a shift towards prioritizing people over transactions and relationships over numbers. By putting people first in your ABM campaigns and focusing on building meaningful relationships and personalized experiences, you can drive deeper engagement, foster greater loyalty, and ultimately achieve greater success in your marketing efforts. Embrace human-centric ABM as a guiding principle in your strategy and watch as your relationships with target accounts flourish.

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