There is a recent trend that is starting to take off called Account Based Marketing (or ABM for short), and it has the potential to change everything for B2B marketers.
A good ABM campaign requires the following. First, you need to have a good list of targets to go after. Use a service like Experian, Acxiom, Hoovers, D&B or ZoomInfo to help you find the right specific titles/contacts of individuals, at the right specific companies in your industry, who have the other right specific characteristics you require to maximize success for your business . The key here: we are targeting specific people, not specific companies.
Once the list is built, now comes the fun part. You can upload those email addresses into your Google advertising account, and if you are a whitelisted emailer, Google will target advertising to as many of those people as they can match in their system, regardless what websites they may be visiting online . You will set up email campaigns and automated nurturing to those exact people, using 6-7 content pieces.
It is important to note, where possible you should customize your messaging to that specific user. For example, if you are selling through multiple channels, have a unique set of content for each channel you are going after . And, even better, if you can make it look like you are speaking directly to that individual—their company, their role, their needs—your results will be even better.
You can either manage your ABM efforts yourself. Or, there are several ABM focused agencies that can do the work for you . And, several ABM technology platforms that can help you . I have not researched all of these companies, so be sure to do your homework before engaging them, as I simply learned about them doing ABM research on Google.is a seller of furniture to restaurants. The business was 100% dependent on Google for leads. But, there is no quality control with Google.
By employing an ABM strategy, the company was better able to only target the desired small growing chains desired, no longer wasting money. In the process, the company’s average order size increased, losing the small orders from single locations. The company is watching its business become more efficient, as it doesn’t need as many transactions to drive the same amount of revenues. And, the company is seeing its base of repeat revenues growing, as small chains are opening new units every year .
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