The recent buzz around account-based marketing (ABM) can make it seem like a daunting undertaking. The good news is, it’s really not. ABM isn’t about spending a lot of money or coming up with elaborate campaigns. It’s about going after top targets with messages and content that will resonate with them.
These programs work particularly well with large accounts where you have many contacts across several different departments. It’s a way to really focus on a unique message and strategy for that company while reaching as many stakeholders as possible.
If your goal is to get a large influx of leads into your pipeline, this may not be the program for you. The goal for ABM shouldn’t be quantity. This type of campaign will bring quality leads that will be more likely to engage and turn into real deals, but won’t bring in the volume of names other campaigns can generate.
It’s also worth noting that ABM programs are successful when sales and marketing are aligned and working closely together. Sales should have input on which accounts to target and should be involved in following up leads throughout the process.
Start With the List
The key to a successful program is the list. If you aren’t targeting the right companies and titles, your program is going to be set up for failure from the start. If you have an old database of names, make sure to give it a good scrubbing before you begin. Take a look at LinkedIn to make sure your contacts are still with the company and add some new names to round out the list.
One thing to remember is that ABM doesn’t have to be just for getting into new companies. It’s also a great way to expand your reach into existing customers, so it’s worth considering that approach as well when you are developing your target lists.
Do Your Homework
Once you know who you want to target you’ll need to determine what the message should be. This is where you’ll need to do some research. What are their specific pain points? How can you address them? Have they recently announced any news that you can work into your approach? Be sure to take a closer look at the individuals you are targeting as well so you can develop messages that are as personal and appropriate as possible.
Choose Your Approach
With the target list and strategy mapped out, you’ll need to decide what the program should include. What content are you going to direct them to? Does it exist or do you need to create it? Which vehicles will you use to reach them? Consider all options, including email, direct mail and paid social campaigns, to ensure you are reaching your targets in as many ways as possible. Often the size of the list and budget will impact your options.
Breaking the list into tiers can be very effective as well, allowing you to take different approaches with different segments based on priority. It could be that you start with a very targeted, personal email and then hit the tier 1 names with a direct mail piece followed by a phone call from sales. Names that are a little further down the list could stay on an email track that might include a webinar invitation or something similar.
No matter how you build out your campaign, ABM can be a great option for delivering quality leads. Contact us to get an ABM program in place that will deliver the results you need.
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