Account Based Marketing (ABM) is all about delivering incredible customer experiences before prospects are even customers. That means that in order to perfect your ABM delivery, you first need to get inside the minds of your target audience so you can understand their motivations (down to the individual level) and engage them meaningfully and creatively. The most powerful ABM campaigns are built on research, insights and high-value offers—here’s how to lay that foundation.
First, dig into what makes your prospects tick. A crucial step in the research process is to conduct interviews with Subject Matter Experts (SMEs) and Sales Experts to fully understand how the solution or product being offered is the perfect fit for the companies you’re targeting. Tracking current and future industry trends is also an important way to understand what’s happening in the prospect’s industry. Always ask yourself: “What lies ahead that might impact their business?”
And don’t stop at the industry level. Make sure you also research the company and their consumers—sources like annual read-outs, analyst reports and press releases will help you understand your prospects’ goals and desires and how they want to deliver customer experiences to their prospects.
This is where you’ll collect and analyze your comprehensive research to uncover actionable learnings that can inform your personalized communication strategy.
- Message: What statement makes prospects feel that you understand them?
- Content Strategy: What is the most useful content to help solve their business problems?
- Creative and Messaging: What creative concepts and messaging directly resonate with your prospects?
Now you have a handle on the prospect’s pain points, business goals and how you can provide the right solutions. It’s time to reel them in.
The high-value offer can take many forms, but they’re all about engagement power.
- In-person SME discussions
- C-Suite dinners with 3rd party analysts and customer advocates
- In-person system evaluations followed by an improvement strategy and proven ROI calculations
Whatever the high-value offer is, make sure it provides business value to the prospect.
Doing the research, developing the insights and providing a compelling high-value offer will prove to each of your prospects that you care about them as a customer—and that you’ll be a valuable partner they can count on in the days ahead.
Looking to build a true high-value offer that lives up to its name? Reach out to us.
Get inside the minds of your target audience so you can understand their motivations and engage them.
About the Author
An Australian now residing in Colorado, Chris’s twelve-year career has been spent working on many notable global brands including Lenovo, Hitachi and Oracle. A technology nerd at heart, Chris loves to apply all things digital when executing campaign strategies and meeting his clients’ goals.