Before starting to implement the phases we have mentioned, you should know that we can go by companies or by market segment , choosing between one option or another depending on the budget you want to assign.
If we want to go after a specific account, for example, we will have to make several decisions: which company we want to target, select the profiles with decision-making power within them and create highly personalized content with that company in mind. This makes sense when the client is very large and very difficult to obtain, and its achievement is a business success.
The other way is very similar and occurs when you have a much larger volume of companies and you are looking for new potential clients by segment or vertical, for example, the insurance vertical. This is done when the value of each client does not justify a specific campaign, and this content is created by segment/vertical.
Now that you have clarified the two ways to do ABM, what else should you keep in mind?
A key assumption can be made: if the companies are from different sectors and there are only, for example, two sectors of activity:
It is advisable to do ABM by first creating content about these two sectors. It will be a great job to get the content of each of the sectors to the companies that belong to the sectors. You not only have to get the information to the buyer profile, but also to their environment (for example, decision-makers or influencers), and for this you can use Sales Navigator to send them these different contents at any time.
Go company by company , create ad hoc content for each company, which would be two or three pieces of content for each company, and use this content until you get the meeting and gain visibility for each of the companies. Mainly using LinkedIn Navigator, you can reach this type of content, but we will also consider using other ways to reach these profiles depending on who they are.
In any case, investigate the benefits of using marketing automation tools in your company to help you reach your target audience and nurture the lead. If we continue to scale up how to carry out this type of communication, you should keep in mind that:
By using tokens and personalization content, businesses have the seo education & blog library ability to tailor their messages. By delivering relevant, personalized content to each person in an account, we believe we are adding more value to the interaction, and we can position ourselves as a trusted source to provide a solution to their problems.
In the paid campaigns section, we can deliver personalized ads to target accounts. Create personalized campaigns to show the right ads with the right message to the right account.
Additionally, we can customize certain landing pages on our website using dynamic, personalized content based on what we already know about our accounts (such as custom fields).
Finally, I recommend working on landing pages and forms with an automation tool (the one you purchase, such as Active Campaigns, Marketing Cloud, HubSpot, etc.). Your results will improve a lot.
With all this in place, all you have to do is collect data so you can present it to your boss or the relevant team.
In our case, we normally receive between 10% and 20% response rate for all the messages we send, although with training and other new tactics that we are implementing for continuous improvement, we will reach a 25-26% response rate and a 10% conversion rate.
Ultimately, thanks to ABM we will be able to identify new opportunities in our accounts. You will be able to develop new clients similar to your current clients to reach new audiences on a large scale with less effort. Do you dare to take the leap?