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Why filter out non-target contacts afterwards when you can select them beforehand?
In B2B marketing the most effective approach to marketing is not the same as B2C marketing. If we want from a certain point of view it is simpler because the possible companies to which we can sell our products or services are known, while consumers are not catalogued and accessible in the same way.
What does ABM mean?
When we talk about ABM in marketing, we mean Account Based Marketing. The meaning in English is marketing with a focus on the company.
If identifying possible target companies is a back-office activity, transforming potential companies into customers is not a trivial matter.
Lead generation framework
When we talk about basic marketing accounts we necessarily talk about lists of companies and contacts. In many sectors the practice of “attacking the wallet” is quite common, especially when hiring a salesperson who had been a competitor’s salesperson. Lists are also an asset that the most experienced salespeople always carry with them and jealously guard.
When we bring our approach to the companies we collaborate with, we always define different types of lead lists based on the buyer journey:
- COLD: potential companies, similar to your best customers, we define them following the customer analysis
- LUKEWARM: Companies that show interest without contacting you directly. We detect them through our intelligence tools.
- WARM: companies that show an active interest, in an early stage of the purchasing process (discovery or awareness)
- HOT: Companies that show active interest in the hot phase of the buying process. Typically the only type of lead companies process.
Account Based Marketing Strategies
How to warm up cold companies and turn them into hot ones? Let’s start by saying that even if with ABM we focus on companies, when we sell we always talk to people. And this is where things get complicated in B2B marketing. B2B sales are defined as complex because different interlocutors (or buyer personas) often intervene who have different roles and sensitivities (e.g. the owner, the technician, the sales person, the administrative person …).
We therefore have different strategies depending on the interlocutor I want to involve.
Once the target buyer persona has been defined, I have to define the other basic elements of the strategy:
- the message and the angle of attack
- the channel or mix of channels
- timing
I can approach the target using different arguments in different phases of the sales process (or buyer journey). At this point, however, it is important that I know my typical interlocutor and that I know his purchasing process. The more I know his problems and his focus in the different parts of the year, the easier it will be for me to help him solve his problems. In fact, for us, marketing does not mean selling products or services, but helping our interlocutors solve their problems. If our product or service is the right one for them, we have a new potential lead.
Which channels should we consider? In ABM, we use channels where it is possible to direct our campaigns towards defined companies:
- Billboards
- Telephone
- Display with IP of target companies
ABM in the sales process
Our process includes:
- customer analysis and definition of the ideal customer
- research new potentials through intelligence tools (cold leads)
- detection of implicit interest through intelligence tools (lukewarm leads)
- profiling decision makers and contacts
- direct contact via campaign, with a mix of different channels
Marketing and sales, two teams, one goal
Who does what? The marketing team? Business development? Internal sales? Back office? An intern? All salespeople? Is it better to manage the process internally or delegate it to agencies? All or just part of it?
These are questions we answer when, after an initial analysis phase, we define the work team and the roadmap that allows us to implement activities and achieve objectives.
Are you interested in structuring your digital sales process? Have you already started working with an account-based marketing approach but need support? Let’s talk about it!
We dig deep into your products, brand voice, value propositions, and goals to develop compelling sales scripts, email sequences, and other marketing collateral.
Our consultants can sell to your database or prospect on their own to find clients. We also work with our marketing team to find new ways to capture leads.
Our sales teams qualify all leads to ensure they are a perfect match for your products or services, because the wrong leads aren’t worth your time.
We work alongside your salespeople all the way to closing. We take the time to understand what your prospects need and nurture those leads through calls and emails, allowing us to close more deals.
Certifications and partners
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