Deep target data
Deep data is only achievable if you keep your target audience small. We use LinkedIn Sales Navigator before, during, and after our campaigns. We couple that with wide social media research on each target. And, we use something we see nowhere in our ABM reading: human interactions. We talk to people in the industry, and in the target company. Beyond that, we dig into their annual reports, their corporate social media, Glassdoor details, and more. What we learn from an exhaustive inquiry guides every step of the process.
Every businessperson has pain points – difficulties they deal with every day. If your company has a solution for that pain, then structure your communications so you’re leading with recognition of their struggles. Then it’s appropriate to offer your solution. Frame your solution using the data you’ve collected on Linkedin, social media, and in direct talks with others in the industry. Your conversations with others in the industry – perhaps competitors, non-competitive vendors, etc. – can lead to tremendous insights that will guide your pain point messaging.
Hugely creative tactics
The one-minute You Tube video below illustrates the creative side of our ABM approach. It’s one more part of the process that software alone cannot solve.
This approach is one way we open doors. The creativity of the ideas will generate “buzz” inside the company and guarantee your sales team a willing audience on the other end of the call.
Account-Based Marketing is a powerful tactic, which is getting little attention from marketing directors because they can’t find good information on how to implement it. Many self-styled experts who get published in business magazines are distorting the tactic to fit their offerings. The water is very muddy.
As with all prospect outreach, software alone cannot solve all your marketing needs. You must pick up a phone and speak to real human beings. Account-Based Marketing, done our way, will open the door for that phone call.
- Oracle’s Blog
- Forbes Article on ABM
- Adweek on ABM
- MoJo Media Labs post
- ExchangeWire.com, a retail technology news site