For example, with Salesforce. Using this tool is a Marketing technique that is directly related to account-based marketing. Before we get down to work, once we have identified the accounts we want to address, it is also important to know what the decision-making profiles are. Although we are going to an organization in which different profiles will value our brand, in the end it will be the department directors who make the decision to sell or hire services. For this, it is advisable to create a decision tree for the account to which we are going, as it will help us to the next step. 2. Create hyper-personalized educational content Thanks to the previous step, we will know very well who we are addressing and what their needs are, so we will be able to develop highly personalized content aimed at each of these profiles that we have identified within each account. You will have to know very well what their needs are, the values and missions of the Belize Phone Number List company, and, above all, their “pain points”. In this way, we can solve your problems or concerns through the content in which you develop your arguments and proposals. In fact, according to HubSpot’s report on the “State of Inbound 2017”, for 72% of the cases analyzed, the key for one company to hire the services of another is for it to prove to be an expert in its activity.
Once we have this content developed, we can continue to use LinkedIn Sales Navigator to reach decision-makers. Thus, we will need to contract an InMails plan through this tool or PRO accounts. With them you can send them emails and contact them, for example, offering some type of downloadable content that requires leaving contact before downloading, first passing through a Landing Page that we have previously created. We can find ABM strategies based on going to fairs and capturing information there; build relationships through LinkedIn groups; or use very sophisticated databases, as is common in the United States, thanks to which we can approach those profiles without having to go through LinkedIn. Whatever the strategy designed, it is important to bear in mind that a first part of this phase will be manual for a first interaction. Afterwards, you can proceed to automate tasks. 3. Put yourself in their place when developing the pieces of your Campaign The last phase of the account-based marketing campaign tries to send the personalized content that we have previously developed through Lead Nurturing to, little by little, educate the user and, through this profile, which may not be the decision maker, reach that it is.
Now that we have aroused the interest of users and we know what they need, do not spoil the previous steps and continue to advance in the conquest. It is essential to know the Customer Journey of that user and to be able to adapt your strategy in that sense. What must be taken into account when creating your communications with this valuable content? Here are some practical tips to keep in mind when you get down to business. That they are personalized. Although Lead Nurturing is an automated process and we have already personalized the content, it is important that your messages do not lose that personalization. For example, taking into account the role that the user plays within the company, adding content especially focused on the challenges and typical situations faced by those who occupy that role. You can also use company information, challenges they are facing or goals they may need to achieve to personalize your emails and the content you offer them. That they are timely. Although customization is important, don’t go overboard either because it can seem intrusive.
Create that personalization around easily accessible information. The ideal is to seek the exchange; That your piece has a conversational objective and not purely focused on showing the user how much you know about him. That they do not saturate. It seems obvious, but it is common to download content and, suddenly, receive 4 emails a day. With this you will not be able to convince them, but to scare them away. That add value. Do not focus your Emails on how great your products are and the limited offers that you have and how much you want them to enjoy being an interlocutor. Make sure the approach is conversational, relevant, and of value to the user. If he is interested, there will be time to tell him about your products; when the user is ready they will let you know. Be honest. Avoid making unreachable promises or creating false expectations since, if you cannot fulfill them, the consequences can directly affect the reputation and image of your company.
Let them be direct. Some of the profiles Belize Phone List that your ABM campaign will target will be people with positions of great responsibility and little time available to read long emails. I recommend you go straight to the point, highlight some of the points that you need to solve according to your role or the position of your company in the market, asking, for example, a question with a short, concise and direct solution. In this way, what we seek is to generate interest so that they respond to us and, from there, generate conversation. Knowing the Buyer Persona does not only imply knowing their pains but also everything that their position implies. Lastly, remember that content design is also responsible for strengthening ties with your prospects. Transmitting closeness can help you, since it is about making the reader feel unique, but it is also recommended that the content include explanatory videos or infographics in which the user is still encouraged. In this way, we can continue to nurture our potential customers in a non-intrusive way, increase their interest and, when the time comes, they decide to buy or hire.