{"id":24544,"date":"2018-10-08T07:27:00","date_gmt":"2018-10-08T11:27:00","guid":{"rendered":"https:\/\/outgrow.co\/blog\/?p=24544"},"modified":"2025-04-27T11:49:19","modified_gmt":"2025-04-27T15:49:19","slug":"interactive-content-abm-strategy","status":"publish","type":"post","link":"https:\/\/outgrow.co\/blog\/interactive-content-abm-strategy","title":{"rendered":"How Interactive Experiences Can Fill Gaps in your ABM Strategy"},"content":{"rendered":"\n

<\/span>How Interactive Experiences Can Fill Gaps in your ABM Strategy<\/strong><\/span><\/h1>
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Table of Contents<\/p>\n

  • How Interactive Experiences Can Fill Gaps in your ABM Strategy<\/a>
    • #1 Interactive Content Creates Data-capture Opportunities and Generates Marketing-qualified Accounts<\/a><\/li>
    • #2 You Can Use it to Educate your High-value Accounts<\/a><\/li>
    • #3 It\u2019s the Ultimate Way to Convince and Convert<\/a><\/li>
    • #4 Lays Foundation to Build Brand Affinity<\/a><\/li>
    • What Now? <\/a><\/li>
    • Begin Right Away!<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n\n\n\n\n

      The word\u2019s out that 73% of marketers<\/a> plan to increase account-based marketing (ABM) budgets in 2020. What\u2019s also encouraging to hear is that 84% of marketers<\/a> believe ABM provides significant benefits for retaining and expanding current client relationships. Having said that let us also agree that some organizations are failing to capitalize on this extremely effective and targeted marketing approach. Any guesses why? Well, they aren\u2019t quite open to the idea of using interactive content in the ABM strategy they implement.<\/span><\/p>\n\n\n\n

      Perhaps, now is the time to be open and adapt to the changing time. It so happens that interactive content makes people feel in charge of the situation when it is actually you who are guiding them to the solution. <\/span>Let\u2019s find out why it works this way. <\/span><\/p>\n\n\n

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      \"General<\/a><\/figure><\/div>\n\n\n

      People love interactive experiences as they provide instant gratification and, of course, a sense of control. The silver lining? The purpose of ABM and the intention of interactive content overlap. While ABM strategy<\/a> requires content that is highly functional and focused upon key accounts, interactive experiences deliver those personalized experiences. Clearly, it is important to make them a part of your ABM strategy to fill the gaps.<\/span><\/p>\n\n\n\n

      Still not convinced? Let’s delve a little deeper and understand why interactive content complements ABM?<\/span><\/p>\n\n\n\n

      <\/span>#1 Interactive Content Creates Data-capture Opportunities and Generates Marketing-qualified Accounts<\/strong><\/span><\/h2>\n\n\n\n

      For your ABM strategy to work, it is crucial to have a pipeline with marketing qualified leads. That\u2019s largely because you hyper-target the leads that you believe are interested or are at least considering you. If you go after the wrong ones your efforts will go in vain.<\/span><\/p>\n\n\n\n

      With interactive content, however, you create a massive opportunity to accelerate your pipeline. You can ask key, qualifying questions to understand prospects better. You no longer have to guess what the clicks and downloads, in other words, their actions on your website mean.<\/span><\/p>\n\n\n\n

      Let\u2019s say you run an interior design company. While not every office may require an overhaul, you can still reach out to the ones who might need your services. For those prospects a \u201cIs it time to give my office a makeover?\u201d quiz will work. Ask a mix of fun (color palette, furniture preference) and serious questions (budget). The answer to the latter will determine if they fit your key account criteria. You can then segment them as low or high priority accounts.<\/span><\/p>\n\n\n\n

      Before we continue with our discussion, we would like to remind you that modern-day buyers do not live in a silo. On the contrary, they live in a hyper-connected world and research obsessively before buying anything. If it helps give you perspective, 61% of buyers have already made a purchase decision even before speaking to the salesperson<\/a>. So now you know where you stand? Well, we say your chances are way better if your prospect\u2019s educational journey begins with you. In other words, their journey from awareness to decision-making and even after that.<\/span><\/p>\n\n\n\n