May 5, 2023

Maximize Your B2B SaaS Marketing Strategy: The Power of Account Targeting

Account targeting

Explore the benefits of account targeting as part of a B2B SaaS marketing strategy. We'll discuss the steps in developing a successful account targeting strategy to increase your conversion rate and maximize your ROI.

Sara Rendón
Content Strategist

Are you tired of casting a wide net with your marketing efforts, hoping to catch the attention of potential customers? If so, it may be time to consider Account Based Marketing (ABM) and its key component, account targeting.

ABM is a strategic approach to B2B marketing that focuses on targeting specific accounts or companies, rather than a broader audience. By honing in on a select group of accounts, ABM allows you to create highly personalized and relevant messaging that speaks directly to the unique challenges and pain points of each account. This approach can lead to more effective lead generation, stronger relationships with customers, and ultimately, increased revenue.

In this blog post, we'll dive deeper into what account targeting is, why it's important, and how to implement it effectively as part of an overall ABM strategy. So, if you're ready to take your B2B marketing to the next level, keep reading!

What is Account Targeting?

ABM is based on a targeted strategy, which requires very specific targeting. That's why it's critical to make sure your marketing and sales structure fits together effectively by selecting the correct sets of accounts based on your established ICP. 

Similarly, if you choose the incorrect targets, you might risk compromising the whole process with inaccurate information, which will result in less profit regardless of how well you execute.

That is where account targeting becomes a key part of the process. Account targeting consists of identifying and selecting specific accounts or companies to focus your B2B SaaS marketing efforts on. Instead of trying to reach a broad audience, account targeting involves targeting a smaller group of accounts that are most likely to become your ideal customers.

Once you have your target account list, you can create highly personalized and relevant messaging that speaks directly to the unique challenges and pain points of each account. This approach can help you stand out from competitors who are sending generic messages to a broad audience.

How to pick the target accounts?

Before picking your target accounts, is very important to figure out what is the main goal of the campaign; are you trying to speed up the funnel, hit the right high-value accounts, revive a former prospective customer, or upscale alongside current partners, using them as a jumping-off point of sorts?

Once you have defined your main objective, now you can focus on creating your target account list.

1. Define your ICP

Defining your ideal customer profile is the first step in creating an effective account targeting strategy. This process involves identifying the characteristics of the companies that are most likely to become your best customers, based on factors such as company size, industry, location, and pain points.

To get started, it's important to consider your existing customer base and identify common characteristics among your best customers. This may include factors such as the industries they operate in, the size of their company, and the specific pain points they are trying to solve.

Once you have a clear understanding of your ideal customer profile, you can use this information to identify high-potential accounts that match your criteria. This can involve analyzing data sources such as your CRM, website analytics, and third-party data to identify companies that fit your ideal customer profile.

In addition to these quantitative factors, it's also important to consider qualitative factors such as the company's culture, values, and goals. This can help you identify accounts that are a good fit for your brand and more likely to become long-term customers.

As you refine your ideal customer profile over time, it's important to keep testing and optimizing your approach. This can involve analyzing data from your campaigns to identify patterns and trends and adjusting your targeting criteria accordingly.

By investing the time and effort to define your ideal customer profile, you can create a more targeted and effective B2B marketing strategy that delivers personalized experiences to a select group of high-value accounts. This approach can help you build stronger relationships with customers, generate more leads, and ultimately increase revenue.

2. Sort over the list of target accounts you've collected

Once you've collected a list of target accounts that might fit in any possible way your ICP for your account targeting strategy, it's time to sort through the list and prioritize your efforts. Here are some tips to help you effectively sort over your list of target accounts:

  1. Use data to inform your prioritization: Look at data such as revenue potential, industry, and geographic location to determine which accounts are the most valuable targets. Prioritizing high-value accounts can help you maximize your return on investment.

  1. Consider the level of engagement: Take into account the level of engagement you've had with each account in the past. Have they engaged with your brand before? Have they shown interest in your product or service? This can help you identify which accounts are most likely to convert.

  1. Look for commonalities: Identify any commonalities among your target accounts, such as industry or company size. This can help you create more effective messaging and content that speaks directly to their needs and preferences.

  1. Analyze your competition: Look at your competition and see which accounts they are targeting. If your competitors are targeting the same accounts, you may want to consider shifting your focus to different accounts to avoid competing for the same customers.

  1. Consider your resources: Take into account the resources you have available to dedicate to each account. For example, if you have a small team, you may want to focus on a smaller number of high-value accounts that you can effectively manage.

Once you've sorted through your list of target accounts, you can begin to tailor your marketing efforts to each account. By focusing your resources on the accounts that are most likely to become your ideal customers, you can maximize your ROI and achieve better results from your B2B SaaS marketing campaigns.

3. Research your top target accounts

When it comes to account targeting, one of the most important steps is researching your target accounts. Before you reach out to a potential customer, it's crucial to understand their specific pain points, challenges, and needs. This research will help you tailor your messaging and content to their preferences and make a more meaningful connection.

Here are some tips to help you research your target accounts effectively:

  • Check out their website and social media: Start by checking out the company's website and social media profiles. Look for information on their products or services, their company values, and any recent news or updates. This will give you a better understanding of their business and what they care about.

  • Use online tools: There are many online tools that can help you gather information about your target accounts. For example, you can use LinkedIn to research key decision-makers and their backgrounds, or tools like Owler or Crunchbase to get insights into a company's funding, leadership, and industry positioning.

  • Conduct interviews: Consider conducting interviews with your target accounts to get a better understanding of their needs and challenges. This can be done through surveys or one-on-one conversations and can provide valuable insights into what matters most to your potential customers.

  • Analyze your competitors: Look at your competitors who are also targeting your target accounts. What are they offering? What messaging are they using? This can help you identify gaps in the market and differentiate your messaging and content.

Once you have gathered this information, you can use it to tailor your messaging and content to the specific needs and preferences of your target accounts. This can include using industry-specific language, highlighting pain points, and offering solutions that speak directly to their unique challenges.

By taking the time to research your target accounts, you can create a more personalized and effective account targeting strategy. This approach can help you build stronger relationships with your potential customers, generate more leads, and ultimately drive revenue growth.

Final Thoughts

Account targeting is a highly effective strategy for B2B SaaS marketers looking to generate more leads and drive revenue growth. By focusing your resources on a select group of high-potential accounts and tailoring your messaging and content to their needs and preferences, you can build stronger relationships and increase the conversion rate.

Even if account targeting requires a significant investment of time and resources, when done correctly, account targeting can deliver significant results and help you stand out from the competition. As it is about building stronger, more meaningful relationships with your potential customers. By understanding their unique pain points, challenges, and needs, you can offer solutions that resonate and create a more personalized experience.

Don’t wait any longer to drive revenue growth. Book a strategy call and let us help you create an accurate account targeting strategy to improve your customer relations and start getting more conversions.

Alex Hollander B2B SaaS Marketing Specialist

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