ABM campaigns – land and expand
Posted: Sun Dec 22, 2024 9:56 am
Account-Based Marketing (ABM) is a marketing strategy where you focus on specific accounts or customers. In this example I would like to explain the land and expand variant, where you focus on expanding current customers.
Suppose you focus on organizations in the hospitality sector. Here, many hotels are affiliated with a chain. For example, do you have one or a few hotels within this chain as successful customers? Then you can go to other organizations within the chain with this success story and show how you already help other hotels to be russian telephone numbers successful. For this, you can create so-called ABM content, where you create personalized content in which you convince the potential customer of the value of your product/service.
In terms of formatting, your ABM document could look something like this:
Page 1: The cover. Show your product here in the branding of the person you are approaching.
Page 2: the success story. Tell how you are currently helping other companies within the chain/sector. Ideally, already including contact details of this successful customer, to create extra trust.
Page 3: Why your product is the perfect solution for them.
Page 4: Introduce their permanent team. For example, 'this is our team responsible for your account', with a short description of what they are currently doing to make them successful.
Page 5: Product overview and call to action. Give a brief summary of your product and determine what the next step is that you want them to take. Is it requesting a product demo; watching a video; signing up for a webinar or workshop? etc.
3. Using new (AI) tools
Challenging budgets also force you to find creative solutions to use your resources more efficiently. Fortunately, as marketers, we don’t have to complain about the amount of tools that promise to make our marketing more efficient and successful. To help you navigate the jungle of tools, here are some tips that will make you work more efficiently in your quest for marketing success .
Suppose you focus on organizations in the hospitality sector. Here, many hotels are affiliated with a chain. For example, do you have one or a few hotels within this chain as successful customers? Then you can go to other organizations within the chain with this success story and show how you already help other hotels to be russian telephone numbers successful. For this, you can create so-called ABM content, where you create personalized content in which you convince the potential customer of the value of your product/service.
In terms of formatting, your ABM document could look something like this:
Page 1: The cover. Show your product here in the branding of the person you are approaching.
Page 2: the success story. Tell how you are currently helping other companies within the chain/sector. Ideally, already including contact details of this successful customer, to create extra trust.
Page 3: Why your product is the perfect solution for them.
Page 4: Introduce their permanent team. For example, 'this is our team responsible for your account', with a short description of what they are currently doing to make them successful.
Page 5: Product overview and call to action. Give a brief summary of your product and determine what the next step is that you want them to take. Is it requesting a product demo; watching a video; signing up for a webinar or workshop? etc.
3. Using new (AI) tools
Challenging budgets also force you to find creative solutions to use your resources more efficiently. Fortunately, as marketers, we don’t have to complain about the amount of tools that promise to make our marketing more efficient and successful. To help you navigate the jungle of tools, here are some tips that will make you work more efficiently in your quest for marketing success .