Account Based Marketing is No Ordinary Sales Layup
Sales certainly doesn’t know everything about their accounts and neither one would submit does marketing. Together they need to work in finding new contacts and buying center opportunities.
Below are a few options in developing a strategy and lists to tackle an ABM approach to sales and marketing.
1) IP-Based Account Based Marketing
Picking winners from the field
Most companies have their own dedicated IPs (or lots of IPs depending on size of group and locations). Companies exist that deliver B2B data already analyzed and cleansed to deliver business and industry information specific to those IP address. Hoovers, Infogroup, Zoominfo, are all sources of company profiles and contact information gathered from IPs and other relevant data sources.
Targeting those IPs in your marketing efforts and understanding who is your target within those IP address in the tricky part of developing a solid account based marketing campaign.
2) Email and Intent List-Based Account Based Marketing (ABM)
Your home grown email list will almost always be a home run
Time and again we review clients CRMs and look at what they have for developing a great email list and leveraging those names on their lists. More often than not, missed opportunities exist growing their lists but also leveraging the awesome data they already accumulated over years.
A) Facebook Custom Audiences
Upload your email list and then serve ads on Facebooks Ad Platform targeted at your email list.
B) Twitter Tailored Audiences
Use your email lists to target specific users, whether you want to reach your existing customers by uploading a list of their email addresses or use Twitter usernames (@handles) to target relevant influencers.
D) Google Custom Match
Customer Match: enables you to upload Email lists for Search, Gmail, YouTube Ad Targeting. Customer Match = Account Based Marketing allwogin you to set bids and create ad copy based on advertiser data.
Advertisers may bid and create ads tailored to customer segment. You can wither upload email lists manually or through the API to AdWords. Emails are matched against Google sign-in emails and anonymized.
Advertisers can also use Customer Match to target users with similar interests and behaviors as those whose email addresses it has using the “Similar Audiences” tool
D) Customer and Prospect Intel
Not sure what your target email contacts social connections are or twitter handle is? Companies like Spotright and TowerData can help you further develop your marketing lists with additional targeting and segmentation data around social profiles.
3) Predictive Account Based Targeting (ABM)
Once you have a great set of data points to triangulate against, test a predictive campaign
Using your customer lists and intent data is key in predicting which accounts are more or less likely to engage your services or buy your product set. Find the highest conversion path and look beyond firmographic and demographic data to identify intent data of prospects.
Predictive ABM can zero in on intent data at a targeted company, who would download your syndicated white papers, attend webinars, view videos and will click on ads.
Stop the Guesswork!