Account-Based Marketing
Connect to prospects – one-to-one or one-to-few
Our Account-Based Marketing (ABM) programmes cut through the noise with laser-like targeting, sophisticated campaigns and data-led optimisation.
A great way to think about ABM is treating companies as markets. And people within those companies as someone to know personally. The north star for any ABM programme is intimate knowledge of the people you want to reach – mapping their company's challenges and opportunities, buying cycles, budgets, market position and competitors to zero in on how you can help them succeed.
ABM can be approached in myriad ways. But, in our experience, beautifully crafted content, made for individuals, has the best chance of success: in one instance, a $50 million deal kind of success. Our ABM framework includes:
Discovery and definition – we’ll scope the project, secure stakeholder buy-in, create a cross-functional team, set measurable goals, and agree timeframes and waymarks for reviews.
Analysis – we’ll understand our target prospects, including how many companies we want to target, who within those companies we need to work with, and how we profile them. We use a range of sources to build personas and profiles but, in many instances, our clients already do business with the prospect and wish to expand this. Working with people familiar with the client, we’ll build out a plan of who we want to target and how we can reach them.
Segmentation – we’ll plan the cross-channel media strategy to ensure we meet our audiences in the right place, at the right time, with the right content. We’ll also segment them into one-to-one, one-to-few, and one-to-many segments and create the appropriate content for each.
Automation – we’ll create the tech stack to enable performance marketing and to build and track engagement, automating the serving of content for broader (one-to-few / one-to-many), campaigns.
High-touch activity – if we’re targeting individuals, we’ll seek to build engagement over time, either by using your network of contacts to gain an introduction or through exclusive events and considered social media activity to secure connection.
Optimisation in flight – we’ll build a dashboard for real-time analysis, optimising as necessary to sharpen content and double down on the channels working hardest for us.