Named Account Marketing: New Tools and Techniques to Reach a Limited Universe
B2B append match rates can be disappointingly low, so the next step in filling out the customer record is "discovery," whereby you call into the target account and collect the missing data, by hand. Expensive, to be sure, but well worth it for hard-to-get information like additional contacts, job titles, buying role, and direct phone numbers. Another approach, albeit less productive, is LinkedIn research.
Specialized Third-Party Databases
MeritDirect's Boston Management Team offers a service that combines append and discovery for named accounts. They run your contact files against the 35 million names of Merit's Omnibase, by job title, to report on your contact penetration rate by job category, in your target accounts. You can then append additional names, to broaden your access across the buying circle, and then plug the holes with supplementary outbound discovery calls.
Then there's communications. To talk to customers and prospects in a limited number of accounts, you want to ratchet down your broad-based general advertising, and go for a narrow range of communications options, including:
Addressable Media, Using Real Personalization
When you know details about the target-like job roles, buying roles, and where the account stands in relation to your company—there's no excuse for sending general messages. Here's your opportunity to use personalized messaging via addressable media like email, phone and direct mail. If the target is already assigned to a particular sales territory, it's likely you'll want the messages to be signed by the rep.
Banner Advertising Targeted By Account
Some publishers offer IP address driven delivery of banner ads, which vastly reduces waste. Bizo offers banner ad serving based on company level targeting, using cookies. These targeted ads will cost more on a per impression basis, but think of the efficiencies.
Account-Based Website Design.
It's eminently possible today to customize the experience of your site visitors based on the company they come from. Demandbase, for example, offers a platform that enables this kind of personalization, as well as IP address driven banner ads.
Ruth P. Stevens consults on customer acquisition and retention, and teaches marketing at companies and business schools around the world. She is past chair of the DMA Business-to-Business Council, and past president of the Direct Marketing Club of New York. Ruth was named one of the 100 Most Influential People in Business Marketing by Crain's BtoB magazine, and one of 20 Women to Watch by the Sales Lead Management Association. She is the author of Maximizing Lead Generation: The Complete Guide for B2B Marketers, and Trade Show and Event Marketing. Ruth serves as a director of Edmund Optics, Inc. She has held senior marketing positions at Time Warner, Ziff-Davis, and IBM and holds an MBA from Columbia University.