Elevate Your Account-based Marketing (ABM) Efforts
by Stephanie Cox | Last Updated: Sep 12, 2022
Almost every business-to-business (B2B) marketing plan has a common strategy: account-based marketing (ABM). The premise of ABM is marketing and sales teams work together to identify a list of target accounts that both teams will actively pursue using a wide variety of tactics and channels to turn these target accounts into customers. While ABM has been around for decades, it has taken off in the last five to seven years, and now more than 70 percent of marketers are using ABM. With the increased use of ABM by B2B marketers combined with the thousands of messages a day that individuals experience, it’s critical for marketers to incorporate a significant amount of personalization and creativity in their ABM efforts. This means marketers must go beyond the standard email personalization and take it a step further to include tactics like personalized videos, creative direct mail, and customized digital experiences. Our ABM: Prospecting Template is a great way to quickly create and manage a 100 percent personalized digital experience for each of your target accounts. Or, you could take it to the next level and create a personalized digital experience for each of the target contacts at your target account! Very few B2B brands that are implementing this type of personalized approach to digital experiences in their ABM efforts and it’s a surefire way to make your brand stand out. The sole purpose of the ABM: Prospecting Template is to generate a new sales opportunity with your target account, and we’ve structured the content of the template to align with this goal. Our ABM: Prospecting Template includes the following:
Personalized Homepage - A great way to immediately demonstrate the level of effort you’ve put into this digital experience is by including a personalized note from the primary company contact such as your SDR or Account Executive as well as a personalized video from this individual sharing why they want to meet with your target account. We recommend that you keep your personalized videos to less than 90 seconds and quickly highlight why you are specifically reaching out to this target account (or a specific person at the target account!). It also helps to hold up a whiteboard with the account or contact’s name on it so they can see the level of personalization before even watching the video!
Customer Logos - This Template also includes a few of your key customer logos on the homepage, and it’s ideal if the customer logos you highlight are in similar industries to your target account. Including company logos on the homepage is a great way to visually demonstrate that you’re already working with brands just like theirs and provides immediate credibility to your brand.
Company Description - While you’re likely using multiple channels to market to this target account, this section of the Template gives you the ability to formally introduce your brand to your target account. (Bonus points if you personalize the company description to how you can help this specific target account.)
Executive Team - Including a list of key members of your Executive Team can be extremely beneficial if there are well-known industry experts in this group or if you plan to have any Executive Team members reach out to the target account at some point.
Products or Services Overview - This section extends your company description by diving into the specified products and/or services you offer. We highly recommend that you focus this content solely on the relevant products and/or services to the target account.
Curated Content - Your brand likely has a ton of content already created ,and this section of the Template gives you the ability to highlight content that you believe is highly-relevant to your target account. It can also serve as a great way to further demonstrate your team’s expertise to your target account.
Case Studies - Building upon the customer logos you’ve previously shown in the digital experience, this section features a few relevant case studies. It’s extremely beneficial to highlight how your products and/or services helped a company in a relevant industry and the results they achieved.
Contact Us - It’s critical to include a few ways your target account can easily get in touch with your primary company contact. This could include email, phone, or even a real-time chat option using one of our chat integrations such as LiveChat, Drift, Intercom, etc.
As you can see, the ABM: Prospecting Template is designed to help you create a new sales opportunity with your target account. And the best part is that you can start using the ABM: Prospecting Template in a matter of minutes by copying the Template directly into your Lumavate Studio and updating the branding and content. It’s extremely possible for you to have a fully personalized ABM: Prospecting digital experience of one of your target accounts in less than 30 minutes. Text XX to 586828 or scan the QR code to see an example of how the ABM: Prospecting Template could come to life for your business.