Adding influencer marketing to ABM strategy can help build trust through external influences

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 27, 2020, 5:06 PM UTC

A study found 71% of marketers who practice ABM saw greater ROI, compared to traditional marketing.

Account-based marketing, a hybrid of sales/marketing/revenue, can further be improved upon by adding influencer marketing to the ABM mix. This piece highlights a Dell outlet that was able to build up brand awareness and trust by leveraging targeted research and co-creating content with small business influencers.

Including influencers like brandividuals, experts and brand advocates to ABM strategy can help marketers drive awareness, add substance to conversations and push conversions. While identifying influencers for ABM, marketers should consider factors such as popularity, relevance, and resonance.

Brands can identify ideal consumer topics with tools like SEMrush and address them through their brand’s expertise. Marketers should plan their content types based on audience research and co-create content with influencers in order to encourage them to share the content.

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