- On November 12, 2019
Involved in the channel? If so, you’re probably well aware of the rise of Account Based Marketing strategies.
We’ve seen fellow B2B marketers and channel marketing agencies flock to the idea, and data from Triblio suggests up to 60% of companies plan to launch an ABM-based campaign within the next year.
For those unaware, Account Based Marketing is undeniably one of the best frameworks for unifying and aligning the purchase journey, from intent through to purchase. You can read a previous blog explaining the ABM model in more detail here.
Choosing Your Account Based Marketing Channels
1. Intent Software
The first (and most crucial) step to ABM is knowing which companies are in-market for your products, so let’s start with the necessities.
Understanding buyer’s intent is arguably the most powerful tool in a channel marketing agency toolkit, although good luck doing it alone. You can use various tools to discover buyers intent – we use Bombora, although a quick google search reveals a wealth of alternative companies offering this service.
Simply give your Intent Data software of choice a list of keywords related to the product/service you’re offering, along with the names of a few target accounts. The more a company consumes content related to your product/service, the more likely they are to be flagged by the intent data software to be placed into your ABM funnel.
2. LinkedIn Sales Navigator
Since LinkedIn is widely regarded as ‘B2B Facebook’, it makes sense that you can make some real ground here. Whilst sponsored LinkedIn posts are effective, it’s their Sales Nav that makes LinkedIn a standout channel for almost any ABM Strategy.
Sales Navigator gives you the ability to message prospects and decision makers directly. This means you can personalise each message based around the prospect – and you’d be foolish not to. Give them direct examples of how your services can make their lives easier/more profitable/both, and watch engagement skyrocket.
Once sent, prospects can directly reply to your message, and you may even find yourself in a full-blown conversation if they’re interested. We’ve seen entire sales processes completed within LinkedIn DM’s.
3. Email Marketing
Email marketing is still the bread and butter for many channel marketing agencies. At around 4400% ROI (£44 for every £1 spent) it’s easy to see why.
Don’t be fooled by the terrific ROI – email marketing is extremely low-cost, requiring very little upfront to begin the campaign. Writing any old text and pressing the big send button won’t do, however.
The best email marketing ROIs come from those who personalise their campaigns. If you’re targeting companies looking to upgrade their ERP system, your best bet is to email their CTO with ways your ERP software can reduce spend, time and hassle. Your email probably won’t get a second look if it’s too generic, too forceful or even worse – boring.
Of course, these aren’t the only channels you should use for your ABM strategy. Several other competitive marketing channels are available, but in the interest of keeping this blog short, you’ll have to look into those yourself.
Every business operates differently, and that’s why no two ABM Strategies can be the same. If you’re looking for a way to kickstart your ABM endeavours, Gorilla is the channel marketing agency with years of experience and training utilising the Account Based Marketing model.
So, for help aligning your sales and marketing teams around the same goals, generating high-quality usable leads, or choosing the right marketing channels for your business – contact Gorilla.