A lot of "How to" content out there comes down to recycling the same advice over and over again without adding any value. I'm about to restore your faith in "How to" articles by offering a fresh perspective on how your marketing team can build relationship with utterly desirable yet unreachable customers, like say Tesla. This recommended approach has been recently adopted by companies like Microsoft, Veeam, PandaDoc, People.ai, and Ajax Systems to name a few.
Let’s get started.
In our example, it is Tesla. An outdated and ineffective approach to an ABM is to target all the Tesla workers, but you don't need all Tesla workers. You need to target the group of people who actually make purchasing decision i.e. the buying group.
It's not going to be Elon Musk - he's too busying innovating and dealing with critical, high-level issues. So, you need to do the research to figure out who is involved in the decision-making process. Also, you need to figure out who could potentially be against purchasing your solution for Tesla.
Personally, I use LinkedIn for this. I re-create the organization of the company based on the work title I find on LinkedIn. In our example, Tesla's CMO is an obvious choice. Who else? VP Marketing or Product Owners? Look into that, trust me that is worth your time.
These guys don’t know who you are, and they've never heard of you. Your calls and emails won't be just cold, they'll be ice cold.
That's why it's important to take a personalized approach to your ABM campaign and create ads that are abased on content that you have specifically created for your key target. To do this, you need to think about some of the challenges or issues that your prospects are facing and how your product (or solution) would help them solve their problems.
For example, an effective personalized piece of content could be a blog entitled: "4 Reasons Why Tesla Needs [Your Company Name] ;)
It is hard to resist clicking on a highly personalized ad. And, don't forget to try different titles and content for your A/B testing.
Meaningful content gets noticed, and more importantly, it drives engagement and leads.
Launch Person-Based Advertising campaign using Influ2 (come on, you knew I was going to mention Influ2 here).
Just upload your list of targets and the banners that lead to the content you've created for them.
Reach out to those who are 'warmed up' and who have engaged with your content - because, from here, you have two things going for you:
The individual that you're already talking to have seen your ad and have some awareness of your company.
You know exactly which content drew his/her attention and you know what's appealing to the prospect. That is powerful information that you can use to start turning a prospect into a lead.
Also, define those who don’t click and learn why they don't. Perhaps, the content is of no interest to your targets? If so, try changing your ad.
Most of all, be patient. You are not selling Amazon Echo, and your product won’t be Elon's impulse purchase for his nephew for X-mas.
Want to try Person-Based Advertising? Then check out a demo!
Co-founder and CEO of Influ2 and an entrepreneur with 20 years experience in online marketing and advertising. Dmitri holds Executive MBAs from Columbia Business School and London Business School. He has successfully launched, managed and advanced multiple IT-powered companies (including BonusTec and ThickButtons).