Try this multi-award-winning ABM strategy

You’ve got a great business and you want to get noticed. And you’ve heard about ‘ABM’ –  Account Based Marketing – focusing on a specific set of accounts (maybe one, or maybe 100…) and basing your messaging and approach on what they need. But you’re not quite sure where to start. Or if it’ll even work. 

That’s why we’re taking a B2B ABM strategy that has won us 2 Grand Prix awards, and spilling the Big Secrets right here. All so you can give it a go in your own business. (Or you could get in touch and see how we could help you implement it…)

Here’s the award-winning strategy in 4 simple steps.

Step 1: Choose your targets

Firstly, decide how many brands you’re targeting, and how bespoke you want the messaging to be. You’ve got three options – 1:1 (everything is entirely bespoke to the recipient), 1:few (meaning it’s somewhat bespoke) and 1:many (using broader sector-specific messaging, for example). The more personal the piece, the more impactful it will be.

As a marketer, this is the time to engage your sales team. Having them on board is a crucial part of successful ABM and will ensure a smooth rollout. Ask their view on who should be targeted; make sure they understand what’s expected of them as part of the ABM programme; and involve them in the feedback process.

Also, consider the decision-making unit: who in the company makes the purchase decision? And who will influence them? Make a list of these people within each target organisation. You may even need to reach C-Suite contacts, which can be tricky to do, particularly online. (More on how we do that later…)

Step 2: Do your research

In-depth desk research and insight makes an ABM piece meaningful. Simply co-branding a pdf with your logo and theirs won’t cut it! You’ll want to read up on their brand values and purpose, marketing materials and website, reports (ESG and Annual), and even news stories about them. You should ask your sales team and wider stakeholders what they know about your targets too. You’re looking for a hook: something that not only demonstrates the time and effort you’ve put into your research, but a problem your business can solve or similarities that show why you’d be such a valuable partner. 

Step 3: Say hello to ‘phygital’ 

If you’ve ever wondered whether a physical or digital marketing approach would be more effective for ABM… why not combine the two? ‘Phygital’ offers a blend of touchpoints that span both, and it’s harder to ignore. 

For example, you may be tempted to send one of your C-Suite targets an e-book online. Cold. And as good as email or LinkedIn Sales Navigator are, this content is unlikely to get through the gatekeeper, let alone be read by your intended recipient. 

We’ve instead used bold, impossible-to-ignore direct mail – addressed to the recipient – to open the door. By researching which office they work in and when they’re likely to be there, and ensuring the piece is hand-delivered, you increase the likelihood of the target receiving it. Something that just isn’t possible online!

When targeting C-Suite or Director-level, keep the direct mail piece short and snappy with impactful, results-driven statements. They’re time-poor, so if your message can’t be delivered in less than a couple of minutes, you need to rethink it! 

You can then support this with digital communications. Why not follow up the physical piece with an email or LinkedIn message that queries whether they received it (and liked it!) that then delivers your personalised, well-researched e-book. And if you’d still like to send a pre-communication, at least you’ve now got a concrete reason to reach out: “keep an eye out for what we’re about to send you in the post!”. 

Remember: you’ll need to make sure sales and marketing are aligned, so sales know what they need to do and when. If they know when your physical piece is being delivered, they can follow up in a timely fashion to get the maximum out of your campaign. 

Step 4: Tailor-fit it like a glove

Finally, whatever your format, make sure the tone, messaging, look and feel is tailored to the prospect brand. They’ll see how much effort has gone into the speculative approach, and how valued they would be as a client. Some businesses can be nervous about doing this, because it’s so bold and direct, but in our experience it has only ever achieved positive results when done respectfully! 

From doing your due diligence to embracing a ‘phygital’ campaign approach, this ABM strategy has worked wonders for us and our clients. If you’re looking for a little extra support, get in touch for a chat about how to successfully implement it in your business. You might be surprised at the results.