In part one of our ABM series, we set out the necessary building blocks needed for a successful ABM campaign. In this second installment, we will delve deeper into the added value of using an ABM strategy in your marketing outreach. By focusing on the three R’s of Reach, Relationship, and Revenue, companies can create a more targeted and effective marketing approach that generates credible opportunities and measurable return on investment.
1. Reach
Once you have your first party and third-party data segments prepared and stack ranked in Ideal Customer Profile (ICP) order look to grow your brand and product awareness with influencers and decision makers within your ICPs.
2. Relationship
To grow your brand and product/solution awareness it is recommended to develop a two-way communication strategy with prospect clients to build trust in brand and solutions. Just sending out non-personalised content is not going to get the results you want.
It takes time to build that trust and although there are several commentators that say that traditional salespeople will increasingly not be part of the buying process, there will still be the need for human and human intelligence to influence prospective buyers. This may be why many companies are merging their demand teams into the sales functions over the past few months.
With regular communication and a dialled-down hard sell, it is a good way to identify customer pain points and potential needs that in the future can be potentially nurtured into a future sale.
3. Revenue
By adopting organisational alignment and the above considerations, companies can start thinking about generating credible opportunities rather than ‘leads’ that will if done correctly will produce a higher percentage of closed won sales and measurable return on sales and marketing investment.
In today’s competitive business landscape, it is no longer enough to simply cast a wide net with generic marketing campaigns. ABM allows companies to identify and target their ideal customers, build stronger relationships with them, and identify more tangible sales opportunities rather than simple leads.
Opportunity Finder helps companies to create a more effective and efficient marketing strategy that delivers tangible results. As businesses continue to adapt to the ever-changing marketplace, ABM is a valuable tool to add to your marketing arsenal.
In the third and final blog in this series we will highlight how Opportunity Finder, which is comprised of five key pillars – enrich, find, ignite, engage, close – can help to elevate your ABM strategy to bolster pipeline generation and conversion to closed won opportunities.
