ABM (Account Based Marketing)

Use Personalised Outreach and Messaging to Creates better Connections faster

We’re yet to meet a client who says, “We’ve got lots of time and buckets of money to throw at converting leads.“

Identify and Prioritise Target Accounts Based on Metrics that Count.

Actions:

Data Gathering: Use tools to gather information on potential accounts, like size, industry, geographic location, and buyer behaviour.

Segment Outreach: Group accounts based on tiers (e.g., Tier 1: Enterprise, Tier 2: Mid-market, Tier 3: SMB) or other relevant criteria like fit, deal size potential, and readiness to buy.

Intent Data: Analyse purchase intent and behavioural data (e.g., website visits, content consumption) to identify accounts actively researching solutions like yours.

Personalise Messaging & Fit-For-Client Content

Objective: Develop 1-to-1 messaging and content that resonates with key stakeholders in each target account.

Actions:

Account Research: Conduct deep research on the target accounts to understand their pain points, industry challenges, business goals, and decision-making processes.

Create Account-Specific Content: Develop tailored content (like Case Studies, Whitepapers, Blog Posts) that speak directly to the needs and interests of the target account.

Messaging Framework: Design an outreach strategy for each key persona within the account (e.g., C-Suite, Sales Lead, Marketing Directors).

• Highlight how your solution will solve their unique challenges.

• Take a consultative, solution-based approach.

• Example: For a VP of Marketing, highlight ROI metrics and analytics, while for a CTO, focus on product scalability and security.

Multi-Channel Outreach Strategy

Objective: Engage target accounts across multiple channels to maximise touchpoints and increase the likelihood of response.

Actions:

Email Outreach: Start with a highly personalised, value-driven email sequence. Introduce your company, explain the relevance of your solution, and address their unique needs.

Email Cadence: Create a sequence of 4-6 emails spread over a couple of weeks. Include a variety of messaging (e.g., educational content, case studies, demo invites).

LinkedIn Engagement: Engage key decision-makers by connecting with them, sharing relevant content, and initiating conversations.

LinkedIn Sequence: Use LinkedIn connection requests, messages, and InMail outreach with relevant, highly personalised content.

Paid Media (Display Ads): Serve tailored ads to the target accounts across display networks, LinkedIn, and other relevant platforms. Personalise ad copy and creative to reflect account-specific challenges.

Direct Mail: Send personaliaed physical gifts or direct mail packages to stand out. This is particularly effective for high-value accounts.

Webinars & Events: Invite target accounts to exclusive webinars, virtual roundtables, or private events tailored to their interests.

4. Sales & Marketing Alignment for Outreach Execution

Objective: Ensure smooth coordination between sales and marketing teams to maximize outreach effectiveness.

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