ABM continues to gain in popularity and is widely viewed as the best way to close key accounts. Research and segmentation are needed to build your campaigns. Once that process has been initiated, there are several tactics you can use to reach your target decision makers.
Three-Dimensional Direct Mail Pieces
Direct mail remains an effective marketing technique, but the strategy behind it has changed. Rather than sending out mass mailers to a broad audience, many companies are finding success with sending three-dimensional mailers that contain a valuable offer to key decision makers. These are offers, or even 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.
Targeted Teleprospecting Campaigns
Within account-based marketing programs, teleprospecting is not only a great tool for generating leads, it’s 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 to gather information in regards to company needs, budget 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 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. 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 not only speaks to the decision maker, but that creates a bond with potential influencers. The idea here is to continuously provide value while a prospect makes their purchase decision.
Customized Company-Centric Microsites
Microsites can have a tremendous impact on B2B prospects as they are highly personalized and show just how serious you are about doing business with their company. Welcome your visitors on your microsite’s homepage with a personalized message that includes their company name. You can take this to the next level by including a short video that welcomes visitors and introduces your company. There should be no question who your microsite has been designed for. Including their company name and logo on each page is sure to grab the attention of your visitors. Creating a blog page that contains personalized articles addressing the specific pain points of a particular client is a great way to educated your audience and showcase your expertise. Speaking directly to a client through a blog article can help develop a relationship even without a live touch. There should be calls to action on each page of your site that link to premium content and service offers. Landing pages with forms will allow you to convert your visitors into leads, capture their contact information, get valuable marketing insights and determine where they stand in the buying cycle. Including offers and special pricing packages that are geared specifically to your target company will increase your chances of conversion.