- Leveraging Social Media
Social media is a great way to get information before targeting buyers. Listens socially, expresses pain and identifies challenges, shows early engagement in liking, commenting and sharing, and builds credibility. Hubspot’s social inbox makes it easy to stay on top of targeted decision-making accounts. Content can then be developed based on what potential is being explored or shared.
Direct messaging is no longer seen as a “lazy” way of communicating, but rather as a way to communicate wherever you are. It’s still important to avoid a direct sales pitch through this channel, but social media is a great way to make a personal first impression.
- Lunch and Learn
There’s nothing new about “drinking and dining” as a business-winning strategy, but vendors are combining this old elite with a new way of presenting to attract busy prospects. Instead of just inviting guests to come to your webinar or masterclass, why not send pizza, latte and donuts or a catered lunch to enjoy the event?
This strategy increases attendance rates and improves attention. Of course, compelling content with a strong call-to-with cushion and custom landing page also helps with engagement. With the initial possibility, lunch and learning can be done at the time of renewal or when reengating risk accounts.
In the real-world example, BMC doubled their webinar attendance with lunch and learned to support it by Nagez. It was also noted that consumers stay in touch throughout the entire webinar.
- Templated Videos, Customized by Sales
One of ABM’s challenges is how to conserve time and resources. Creating template videos for sale to personalize makes it easier to scale ABM content. Personalized content usually includes the use of prospect names, business titles, or company names – which are clearly visible in the thumbnail for the video.
Just customizing the video headline can increase engagement by up to 500 percent. If digging deeper, sellers should start the presentation by sharing the relevant customer success stories that speak to the prospect’s personal vedas. In a real-world example, Vidyard ran a personalized holiday campaign at a click-through rate that is 157 percent higher than the industry average.
You can follow ABM best practices in order to implement ABM process. Companies like Zelite Solutions can provide best Account based marketing services that you can opt for!
You can also refer ABM case-study to know more about account-based marketing.
