ACCOUNT BASED MARKETING IN ACTION
Now into month 7 of our account based marketing campaign, working with our FTSE 50 client to develop their emerging data business, it was great to see such strong attendance at our third mid-funnel breakfast briefing.
It all started with a carefully selected key enterprise account list of 500 organisations 7 months ago. After mapping contacts within this target audience we were able to build a market map of c.1300 relevant and in-target contacts. Further research, permissioning and continual refinement enabled us to drive successful and meaningful content marketing activities to stimulate and interest our ever-growing and changing audience – building engagement from 0 to 515 key contacts in our market map.
By carefully monitoring activity which moved from single touch content asset consumption to multi-touch interest, we began to offer the most interested contacts a free invitation to a series of breakfast briefings. During this process interested contacts were profiled over the phone and by email to understand their pains, challenges, budget authority and time frames in detail.
Moving through the Account Based Marketing process, our client was able further understand the complexity and detailed structure of individual organisations providing invaluable insight to build into the sales process.
The account based marketing campaign is now personifying itself with direct 1-to-1, face-to-face engagement through a series of highly engaging breakfast briefings leading on to well-informed and meaningful prospect meetings where needs and expectations are clear – a win-win for all.
Account Based Marketing is not for the faint-hearted. It takes effort, it takes time and it takes resource. You need to be able to clearly understand your audience and their possible challenges. Invest in understanding their issues. Don’t be frightened to ask those hard questions about time, budget and key stakeholders – we’ve found that if you demonstrate you credibility, tailor your messages, provide great content and then turn everything into reality face-to-face and…. just be human, the answers and business opportunities are there.
Thanks to our media partner, MyCustomer.com, our three moderators, and, to both The Gherkin and The Royal Institution for providing us with great venues for the breakfast briefings in order to create successful outcomes for our client. We’ll be heading into the next phase of the campaign based upon the results achieved to date.
If you’d like to talk to us about our Account Based Marketing experiences, please just Get in Touch
