Are you doing ABM right?

Everyone wants to be top of mind with their prospective customers. Compelling content not only reaches them where they are, but makes them want to learn more.

Everyone wants to be top of mind with their prospective customers. Compelling content not only reaches them where they are, but makes them want to learn more.

One of the main challenges our clients ask for help with is creating cross-selling campaigns that generate leads. Marketing and communications, after all, is here to make an impact on the business.

But how exactly can we show that our tactics work?

Love is a 3 letter word

That’s where a little thing called Account Based Marketing, or ABM, comes in. (An acronym rather than a word, but still.)

If you know who your audience is (this is key!) and where they spend their time online, a social ABM strategy can keep your brand top of mind.

ABM IRL* (*in real life)

Let’s break this down in a real-life example.

One of our clients had a cross-selling opportunity with a large auto manufacturer. They knew exactly who they wanted to reach and what they wanted them to do: consideration of their HR products.

Our plan took a few simple, but strategic, steps:

  1. Make it personal. Personalized content is king. We created a series of informative blog posts that directly related to the target audience. Remember, we’re talking to the folks at HR of an automotive manufacturer – that’s pretty niche. We can’t talk to them the same way we would talk to a CFO at the same company. Chances are, your audiences are pretty niche, too. Get to know them.
  2. Talk to your sales team. They don’t bite! For ABM to be effective, sales and marketing have to work together. We created our blog content working with our client’s sales team. They told us what prospective customers were saying, which helped us to better understand how our client’s products worked for them.
  3. Hit the bullseye. We targeted exactly the right people by using LinkedIn to build a custom audience profile. Their tools let us define our audience by company, role and geography.
  4. Monitor. Measure. Adjust. Repeat. The beauty of social ABM is seeing the real-time results. Monitoring and measuring the results over time takes the guesswork out of the question: Is my marketing working? LinkedIn campaign measurement will show you what’s working and what’s not. And if it’s not working, adjust it until it does. Repeat.

These kinds of campaign let us see which content gets people interested and leads to website traffic. Which, of course, can delivers more marketing-qualified leads.

Want to get into the nitty gritty? Let’s chat.

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