Are You ABM Ready?
2. Stop Overcomplicating the Process
This one sounds easy. But as most seasoned marketing and sales pros know, things can get pretty messy, pretty fast. It’s important to remember that at the end of the day, the accounts you’re reaching are made up of contacts who are just like you — human. When it comes to reading or responding to marketing content, you’re jaded and often discerning in your decisions to delete, open, and/or pick up that phone. So sell the same way you’d like to be sold.
With this in mind, obtain just the essentials on your prospects. Sales can start off by selecting a handful of employees at each chosen account, then gather their most up-to-date contact details and learn other pertinent information like employment history. This will ensure the marketing and sales database is not only current but also valuable for both teams in enhancing outreach.
3. Fill Those Holes
Your ABM strategy is only as good as the data that powers it. To the point, SiriusDecisions asserts that “60% of companies have an overall data health that’s ‘unreliable.’ So if your database is loaded with outdated, erroneous account and contact information, just how effective can your marketing initiatives be? Before boarding that flight to ABM success, it’s critical to fuel your campaigns with the right contacts within your selected accounts.
With the help of a data provider, determine where your data may be falling short and where it’s plain old missing in action. Then, do your absolute best to maintain a continuous flow of quality data. Getting there may be somewhat time-consuming at first, but once backed by a winning data-driven strategy, you’ll see how targeting the right audience, at the right time, can make all the difference in your outcomes and ROI.
4. Personalize Your Content
On a daily basis, you’re flooded with what can seem like a ceaseless downpour of information and content. And when the subject line fails or the content you’ve opened doesn’t speak your language, you simply — and quickly — delete it out of existence. Out with it goes all the hard work of the marketing and sales team. But don’t pity marketing and sales, feel sorry for your prospects — they’re tired of reading the same old, same old.
The key is to make your content relevant. A dynamic database of up-to-date contacts and accounts will work to perfect your ABM campaigns and ensure the content you’re creating and optimizing is speaking to the right person. Furthermore, the content you’re personalizing should work to address the pain points your customers are facing. It’s only then — through relevant and trustworthy content — that your messaging will get the attention it deserves.
So, are you now ready to take on ABM?