With so many enterprise level technology companies adopting account based marketing as part of their marketing plan, steps need to be taken to ensure your message resonates with your most important accounts. ABM is a strategic plan to narrow your focus and sell to your biggest targets, with personalization playing a major role throughout all channels. The use of both inbound and outbound marketing techniques gives you the greatest chance of landing your most profitable accounts. Here we’ve outlined several ways you can make your ABM campaign stand out.
Personalized Prospect Offers
Develop offers that solve a specific problem that your target company has and offer your solution to them at an introductory rate. Be sure to address their pain point and exactly how your solution best fits their requirements. Be sure to communicate that you are in tune with the needs of their organization.
Email 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 a workflow that delivers content that speaks directly to their areas of need. Create different email pieces to target the different levels of decision makers within their company. Write material that not only speak to the decision maker, but that creates a bond with potential influencers.
Sales Appointment Setting
Utilizing appointment-setting campaigns to get the undivided attention of a prospect has always been an effective marketing strategy. Combining your appointment setting efforts with a specialized offer such as an evaluation of some aspect of your target’s strategy can open the doors and help you gather valuable insights into their needs.
Microsites / Personalized Web Experience
Developing a microsite that is geared towards a specific company or personalizing the website experience for a targeted IP address is a great way to grab their attention. These sites should include their company name as well as content and tools designed specifically to address their deficiencies.
Social Sharing
Join the groups that your target company frequents on all social platforms. Figure our which platforms they use the most and concentrate your efforts there. Add connections throughout the company even if they are not your targeted decision maker. Any and all relationships you build through social channels will help increase your odds of selling the target decision maker. It never hurts to have evangelists within the company you are targeting that will share a favorable view of your company with the decision maker. 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 a microsite that you have set up for them.
Executive Direct Mail
Executive level employees can be tough to get a hold of through email or phone and commanding their attention online is difficult due to the number of distractions. A personalized piece of direct mail that includes a welcome kit and special offers is a sure way to capture and hold their attention.
Gather Social Intelligence
Social media offers a number of platforms to gather intelligence on your target. Social monitoring software as well as good old-fashioned research can give you valuable insights into pain points, preferences, job roles and even conversation starters.
Blog To Your Audience
You will want your blog content to be written on topics of interest to your target company. Don’t be afraid to use their company name within the copy. You can take it as far as creating a blog page that contains only content that targets the company you are trying to sell. Find information on their website that highlights an opportunity they have to improve and link to that page within the body of your blog. Actively promote your blog specifically to that company through your website, social pages and email campaigns.
Roles Not Titles
It seems these days that job titles are simply handed out and it can be extremely difficult to determine a prospects job function simply by their title. Using social channels and telemarketing campaigns to determine your most relevant contacts can save time and money as well as offer you the best chance to make a sale.
Contact Discovery Campaigns
While purchasing lists and utilizing inbound marketing techniques are effective means of building a contact database, they are often unrefined. Utilizing a contact discovery campaign based on surveys and free offers will enable you to infiltrate an organization to determine who really makes the decisions.
Founded in 1990, Winn Technology Group is a leading provider of global, multi-channel marketing solutions for the technology industry. For both direct and channel sales, Winn supports demand creation, account-based marketing, channel management, digital marketing, social media, teleprospecting, lead nurturing, event marketing, database services, and inbound response management.
