5 Steps to Hook Bigger Clients Faster Have You Tried ABMMarketing?
needs makes them feel special, and they’re a lot more likely to see you as special, too. This is true in high school, and it’s also true in the business world. In fact, it’s the premise behind an extremely successful marketing tactic: account-based marketing (ABM). ABM is exactly what it sounds like. Instead of casting a broad marketing net, businesses using ABM select a few high-value accounts and market directly to them with highly personalized value propositions. This might seem risky. After all, what happens if you blow your marketing budget and all of your selected “dance partners” turn you down? But case studies show that if you choose the right target accounts and pursue them correctly, ABM can be a lucrative strategy that helps you hook bigger clients faster so you can generate more revenue. According to one 2016 Information Technology Services Marketing Association survey, 84% of companies that use ABM have found it has a higher ROI than their other marketing efforts. ABM is often considered a B2B tactic, but many of the strategies can work in B2C companies as well. You can launch an ABM campaign with just five steps:
Imagine you’re back in high school. There’s a dance coming up, and you want to make sure you have a partner. Since your school is big, there are dozens of people who could fill that role. So, which approach would you take to secure a date? Option 1: Project your availability to the entire school. Flirt with everyone you meet, from the jocks on the basketball court to the kids who hang out in the choir room (even if you have nothing in common) and hope that someone shows interest. Option 2: Choose two or three people you think might want to go to the dance with you because you have common interests, personalities, and schedules. Focus all of your attention on them. Spend time together. Find out their preferences and show them how you fit the profile of someone they’d like to date. Then look for signs of interest. There’s a good chance that back in high school, you tried Option 1 at some point. We’ve all been there! But with an adult’s perspective, it’s easy to see that Option 2 is the way to go. Courting someone by catering to their interests and
• Building the Base: Establish your No. 1 channel for disseminating content (blog, podcast, YouTube, etc.). • Harvesting Audience: Use social media and SEO to convert one-time visitors into long- term subscribers. • Diversification: Grow your business by expanding into multiple delivery channels. • Monetization: Now that your expertise is established, you can begin charging money for your products or services. This six-step process is not only smart and simple, but it’s also practical, is cost-effective, and works nearly every time. In fact, it helped Pulizzi build his own successful company, Content Marketing Institute, which has been listed by Inc. magazine as one of the fastest growing private companies for three years in a row. Remember, if you can build your audience, you can sell almost anything you want. This model has worked wonders for Pulizzi and countless other examples detailed in the book. Connect these six pieces like a puzzle, and before you know it, you’ll be running your own profitable, scalable business.
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Open channels between your sales and marketing teams. For ABM to succeed, your sales and marketing
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Good THE
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“But the angel said to them, ‘Do not be afraid. I bring you good news that will cause great joy for all the people.’” –Luke 2:10 “For God so loved the world that he gave his one and only Son, that whoever believes in him shall not perish but have eternal life.” –John 3:16
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