Account-Based Marketing For Dummies

Chapter 12

Personalizing the Buyer’s Channel

IN THIS CHAPTER

Engaging contacts on their own terms

Connecting online and in-person

Getting creative with advertising

Reaching accounts using new media

According to LeapJob, only 2 percent of cold calls result in an appointment. While traditional lead outreach tactics (such as cold calling and mass emailing) have their merits, they also have significant limitations. Your buyers are busy, which means they’ll only respond to marketing messages that really resonate with them; generally, cold calls and mass emails don’t fall into this category.

What buyers are looking for is personalized, targeted marketing that really caters to their needs and pain points. In other words, they’re looking for a relationship. But how can companies build these relationships when their buyers won’t pick up the phone or respond to emails? The answer is account-based marketing. Having an ABM strategy with activities on multiple channels helps your sales and marketing (“smarketing”) team to connect with your best-fit accounts on their own terms.

In this chapter, I show you how to run advertising campaigns personalized to your contacts in accounts. I explain how connecting with contacts across various channels (such as mobile, social, and video) helps to make your message resonate, thereby generating sales velocity and driving accounts to make a purchase decision.

Mobilizing Your Message

In the modern age of marketing, your message must translate across ...