How To Reach B2B Decision Makers With Account-Based Marketing
We’ve touched on account based marketing (ABM) before. And as a B2B organization, you probably have a massive list of accounts you want to land. The concept is simple: prioritize and customize your marketing for the best suited potential customers. But the challenge is getting the decision maker on the phone.
Account based marketing proves its worth in the actual execution. Strategize to earn the appreciation of people who are in a position to buy your product or make the important decisions you are wanting them to make. It’s a long process but definitely worth it in the end. So how do you get their attention? First things first, make yourself a part of their world. Become an expert in your market – make your presence known. The more you associate yourself with leadership, the odds of having that decision maker choose you over the competition is a likely outcome.
Now, most of the ABM investing happens at the bottom of the funnel and starting out with social media, retargeting, and paid campaigns builds your credibility. This is the credibility you need when approaching stakeholders. Your next steps would be prioritizing stakeholders by how much revenue they could potentially bring and by their customer profile. Prioritize so that you know which stakeholders you are approaching first.
Getting stakeholders attention can be difficult at times, therefore it’s important that you define and target your campaigns. Personalize the campaign to resonate with them to get their attention. Understand what stakeholders believe. Start with research into the existing state of the conversation, so you can meet your reader where they are. If in the end your messages are on point they might just share your message with their colleagues – again building trust.
Don’t give up on direct mail just yet. Sure, digital seems to be the way everything is going now days – but direct mail is still fairly effective. High value gifts keep you on the top of their minds if done the right way. The more creative you are, the more memorable you become.
We’ve talked about a few ways you can stand out from the rest and reach the person you need. But let’s talk time. Nothing is instant and the same goes for ABM. Be patient, even the best ABM campaign takes time; sometimes even the full length of an entire sales cycle which can be 6 months or longer. Afterall, you are aiming to build trust and credibility and we all know that takes time.
If you have any questions about ABM, please feel free to give us a call – we’re happy to assist!