CONCLUSION
A/B testing is a good practice in any marketing campaign, but in ABM, it’s especially important to understand which creative variations and content assets are resonating best with your audience.
With data to demonstrate what’s working and what’s not, you can optimize your campaign spend by retiring low-performing variations, and you can continue to iterate upon and further improve high-performing ones.
It's also essential to understand if the right accounts are being engaged – Marketing and Sales should have regular alignment and a continuous feedback loop on accounts as they move through campaigns.
Both parties should be satisfied – if not, audience segments may require adjustment.
And once campaigns are performing optimally, then it’s time to think about scaling – how can your programs be expanded to reach more accounts? Are there other campaign plays left to execute?
For example, if you started out with always-on campaigns, now you can think about more specific or time-based ones.
