ABM continues to gain in popularity and is widely viewed as the best way to close your most sought-after accounts. The process of creating an account-based marketing campaign includes several steps, and the implementation will require a multi-channel approach. Here are four tactics that will help you reach your target decision-makers.

Direct Mail Pieces

Direct mail remains an effective marketing technique, but its strategy has changed. Rather than sending out mass mailers to a broad audience, many companies are finding success by sending mailers that contain a valuable offer to key decision makers. These are offers or company-branded merchandise that you wouldn’t send out to your typical prospect. That being the case, you want to target high-level decision makers within your most sought-after accounts. This is a great way to stand out from the competition and put your company at the top of the mind of key decision-makers.

Teleprospecting Campaigns

With an account-based marketing program, teleprospecting is not only an excellent tool for generating leads, but it’s also one of the best ways to gather customer information. ABM requires a great deal of research, and simply looking online is not enough. Teleprospecting helps you gather company needs and budget information and significantly aids in finding true decision-makers. Referrals gathered through teleprospecting efforts are far more likely to turn into leads as you’re speaking to the proper person, and you can reference the fact you’ve been referred to them by a colleague. Effective marketing campaigns still require some form of live touch in order to close a deal. Teleprospecting offers that opportunity without the effort it takes to gain a face-to-face meeting.

Engagement Through Social Media Channels

Strategically building connections throughout your target companies on social media will help bring attention to your brand and allow you to connect more personally. 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 a link to a relevant blog post. Add connections at every level of your target organizations, even if they are not a final decision maker. Any influencers and relationships you build through social channels will help increase your odds of gaining their business. It never hurts to have evangelists within the company you are targeting that will communicate a favorable view of your company. Setting up separate social pages that only post content directed at your target company is a great way to get their attention and also guide them to your website or microsite that you have set up for them.

Personalized Email Nurturing Workflows

Develop several email campaigns that are personalized and only sent to your target company. Emails should include company names and logos, so they know it is meant just for them. Develop workflows that deliver content that speaks directly to their areas of need and nurtures them through each stage of the buying process. Create different email pieces to target the different levels of decision-makers within their company. Write material that speaks to the decision maker and creates a bond with potential influencers. The idea here is to continuously provide value while a prospect makes their purchase decision.

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