What is account-based marketing?
Account-based marketing is a concept that focuses on a highly personalized customer approach. It originated in the business customer sector, but is now also used in B2C marketing.
Instead of looking at the target group as a whole, it is divided into several accounts. Data such as the email address and other information is stored on each account.
Online marketing based on different accounts makes it possible to inspire potential customers with precisely tailored content. They are more likely to feel addressed by the high degree of personalization, which can boost lead generation.
In addition, the approach forms the optimal basis for fine-tuning other online marketing methods such as newsletter marketing.
Account-based marketing is based on customer data. In the B2C sector, the special guidelines of the Data Protection Act must be observed here. The online marketing agency ONELINE helps to create a strategy that is highly efficient and legally compliant at the same time.
The importance of efficient lead generation in the B2C sector
Leads are contacts who are in the phase between prospect and paying customer. Identifying them and convincing them of the value of your offer is essential for the ongoing success of your company.
Key facts to generate leads:
- central component of every online marketing strategy
- ensures a steady inflow of new customers
- contributes in the best case to increasing sales figures
- should be data-driven in order to be efficient
- is subject to specific data protection guidelines in the B2C sector
Collecting as many customer contacts as possible is tempting – but not advisable. High-quality leads are relevant for the best possible marketing success. They have real buying interest and are therefore a good starting point for targeted sales growth..
Why are leads so important for newsletter marketing?
In order to send newsletters to potential new customers, their e-mail address must be available. Leads provide this crucial information and make the implementation of the marketing measure in the B2C area possible in the first place.
Professionally created newsletter campaigns grow with the company. In order to exploit their full potential, a continuous influx of new prospects is indispensable. Accordingly, it is important to be able to fall back on a sound lead acquisition strategy.
Three good reasons to use account-based marketing for lead generation
In B2C, there are numerous methods for generating leads. But not all of them show the desired effect. If you want to win high-quality first contacts and process them successfully, you should take an account-based approach.
1. Better personalization of newsletters
Winning leads is only the first step. In order for them to lead to increasing sales figures and a growing customer base, careful follow-up is essential. Newsletters are ideal for this.
Private customers receive an abundance of promotional emails every day. To stand out positively from the crowd, the newsletter must be tailored to the recipient. This requires knowledge about the interests, behaviors and expectations of the target person. Account-based marketing focuses on these aspects. It thus facilitates not only lead generation, but also the subsequent lead processing.
2. High efficiency through data-based process
If lead acquisition is subject to strong scattering losses, this reduces its effectiveness. This is often the case with non-specific measures. Dividing the target group into accounts can increase the efficiency of the strategy.
Tools are indispensable tools for account-based marketing. They should be powerful, scalable and extensible. With these characteristics, they can store and process large amounts of data.
In the B2C sector, there are special regulations on the type, scope and permitted storage period of customer data. Anyone who wants to avoid costly data protection breaches in account-based marketing should seek the advice of a reputable online marketing agency.
3. Good measurability of success
Whether the lead acquisition was successful should not only become apparent when looking at the sales figures of the quarter. In order to be able to make continuous optimizations, real-time measurement of success is necessary.
Using tools makes reporting easy when it comes to account-based marketing.
How many new leads have been added? Is the information stored on the account sufficient to personalize the newsletter for lead processing? All this is revealed by the data sets on which the marketing approach is based.
Promising leads as a success factor for newsletter marketing
A steady flow of new customer contacts is critical to success for B2C companies in any industry. This is where account-based marketing can help. The highly personalized, data-driven approach increases the efficiency of lead acquisition. Last but not least, the measure serves as a basis for fine-tuning newsletter marketing.
Compliance with data protection guidelines, regular monitoring of success – these are just two of the aspects that need to be considered when generating leads in the B2C sector. As an experienced digital marketing agency, ONELINE helps its partners plan and implement the measures. In doing so, the team of experts draws on proven know-how in the areas of newsletter marketing, lead generation and related disciplines of online marketing.
