When Jinx, a pet-food subscription service, launched in January 2020, it promised direct-to-dog products and marketing. No one realized just how far they would take that promise until the mini billboards started popping up. In the spring of 2021, Jinx strategically placed small, dog’s eye-level billboards in canine-populous areas of New York City and Los Angeles, encouraging owners to subscribe to the mail-based service or to purchase its products from Target. The billboards are simple, with clever phrases, like “Treat Yourself” or “Freshen (P)up,” but the real selling point for dogs everywhere is the scent that wafts from these tiny pieces of guerrilla marketing. That’s right — Jinx is using dog-friendly billboards that smell like your pup’s favorite scents. While we Jinx’s Marketing Ruse Targets Canines (and Their Owners) A Campaign for the Dogs! I n the Marvel Cinematic Universe, superheroes like Captain America, Spider-Man, Dr. Strange, and The Hulk work together as a team to rescue people from deadly situations. The browser-based Marvel design platform isn’t quite as epic, but it can still rescue your business from badly built digital products (instead of Thanos). Whether you want to design websites, landing pages, and apps for your own company or develop them for clients, Marvel’s suite of features can swoop in to save the day. It will help you access all the core functionality you need, and it offers tools to create wireframes (aka website skeletons), mockups, and website and app prototypes all in one place. With Marvel, you can access a plethora of stock images, create interactive prototypes without worrying about coding, automate your design-to- development handoff process, gather user testing data, and collaborate with your team on new and
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teams must work together seamlessly to choose target accounts and execute marketing campaigns. To facilitate this, encourage joint meetings and have both teams use the same project management software and communication tools. That will make it easier to share data and track progress later! 2. Set shared step-by-step goals. Once your teams are aligned, nail down exactly what you hope to accomplish with your ABM campaign. How many clients do you need to add this year to consider the campaign a success? Exactly how much do you need to boost your ROI? Record these details and make sure everyone is on the same page. Don’t forget to be SMART while goal setting: Choose goals that are specific, measurable, achievable, relevant, and timely. 3. Identify your target accounts — and their key players. HubSpot recommends that when picking dance partners, you look for accounts that fit your ideal customer profile, have growth potential, and will add credibility to your brand. You can figure this out by analyzing your current and past customers. Who is the happiest with your service, and who is getting the most out of it? Who generates the most revenue for you? Identify potential accounts with those characteristics and avoid those that remind you of your problem clients. A high-tech platform like 6sense, which uses AI and big data to identify potential customers, can also help you build a list. B2B businesses can focus on fewer accounts and get even more specific. After choosing your ideal accounts, zero in on their decision-makers — the people with the power to say “yes” to your proposition. They are your real targets. 4. Create unique value propositions. What sets ABM apart is that the campaigns are personalized. Once you choose your target accounts and identify their key players, you need to learn as much as you can about them. Are they on TikTok or are they in the Facebook generation? Where do they do market research? What do they care about and believe in? Once you know these things, you can create marketing messages tailored to their needs so you can reach out to them with confidence. 5. Launch, then relaunch, then launch again. Now, it’s time to set the wheels of your campaigns in motion! You can use your existing marketing channels, including social media accounts, email, events, and print marketing. (For print, simply segment your newsletter list and include an insert ONLY for your target accounts, or launch a postcard campaign. We can help with both.) You can also test out new tools, like the DemandWorks Media email platform or LinkedIn account targeting, which let you set “top priority accounts” and target them with sponsored content and emails. According to LinkedIn, this tool helped SalesLoft reduce its cost-per-conversion by almost 50%. ABM isn’t for everyone, but if a few high-value customers could revolutionize your business’s bottom line, you can’t afford to ignore it. Start planning today for your first campaign in 2022.
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