Account-based marketing is one of the most efficient way of breaking through to highly targeted companies and contacts that are usually a little out of reach. Rather than casting a wide net across a particular industry or vertical, account-based marketing is a strategy best used on a small subset of your most desirable accounts. When you narrow your focus, you will be able to put more effort into the prospects you really want. Here we present a high-level overview of how to organize and implement your efforts.
Identification Of Target Audience
Identify 25-50 of your top targets based on need and fit. These companies should line up well with your buyer persona, or ideal customer, and be determined by company, demographic and psychographic data. These should ideally be companies that you know can use your solution and have the financial means to make a purchase.
Identify the person who works at your ideal company that you know will have a budget as well as decision making capabilities. Drill down and try to locate their contact information including email, phone number and social media accounts. These will be your primary targets within each chosen company.
These will be employees at the lower levels of the organization that still have contact with and an influence on your target decision makers. In many cases those at the VP and Director levels of large companies will be difficult to reach, influencers at the lower levels can get your foot in the door. A great way to accomplish this is to reach the "gate keeper" or receptionist and level with them. They can typically steer you in the right direction and get you on the phone with who you need to speak with. Always be kind to this person, they can make or break your sale.
Gather Business Intelligence
This is going to include data mapping and appending of subsidiaries and business units and the profiling of corporate entities as well as subsidiaries and business units identified. Dive into the different aspects of their business to determine exactly where your solution fits. Use any kind of relevant experience as leverage for your initial outreach.
Targeted email blasts using highly personalized design and messaging can be very effective. Use the company’s name, logo and other identifying factors as a means of getting your audience’s attention. Come up with offers that speak specifically to a known pain point of their business function and provide special pricing to encourage a response.
Teleprospecting efforts should be used in conjunction with personalized email fulfillment pieces. Tailor your messaging to match their company and job function. Go after the key decision makers and influencers, but also take the time to network throughout the company. While setting an appointment or making a sale is the primary goal, you also want to build brand awareness throughout the company.
Social Media Marketing
Strategically building connections throughout your target companies and their employees on social media will help bring attention to your brand and allow you to connect on a more personal level. Start by requesting membership in similar groups and liking and commenting on your target’s posts. Once you’ve engaged with them in some manner, send them a personalized invite to connect. Rather than immediately pitching them, send them something of value such as a piece of premium content or link to a relevant blog post.
Develop blog articles as well as premium pieces such as eBooks, whitepapers and case studies that speak directly to individual companies and contacts. These can be leveraged through all of your tactical outreach including email, teleprospecting, social media and direct mail. You can go as far as including the company logos, mentioning events and the different product lines of your target organization.
Recently direct mail and email have reversed roles. People are generally more excited to get an actual tangible piece of mail over an email. Direct mail is best used to target high level contacts as well as those that don’t respond to digital or telephone outreach. Three dimensional pieces that are eye catching and offer value work best. Think outside the box for these mail pieces and include special offers that will truly help their company and get your foot in the door.
Creating a microsite dedicated to an individual company is a great way to target your most sought-after accounts. These sites will be an extension of your current website but be branded and contain messaging aimed at a specific organization. They should include a company blog, resource page and special pricing packages only available to that company. Microsites are a great way of delivering personalized messaging that shows your target that you are serious about doing business with them.