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Take Your ABM Program to the Next Level with These Key Tactics

Part Four

January 18, 2018 / Barbara Winters, VP of Marketing HG Data

In our last two posts on account based marketing (ABM) resolutions, we explored the data that goes into building a successful ABM program and how important it is that the data is complete and accurate.

Once you’re sure you have the right, accurate data, your ABM program is in an excellent position for success, but there are a number of tactics that can help you to boost the results of your program.

Today’s resolution involves using data for buyer personas, propensity to buy and micro messaging. If you’re new to any of these terms, here’s a refresher on each:

Buyer Persona A buyer persona is built by researching a company (through demographics, firmographics, technographics and more) and developing an in-depth understanding of that specific company. Building buyer personas enables sales and marketing teams to approach a potential customer with an understanding of likes, needs, and intent, helping to set them apart from the competition.

Did you know only 44 percent of marketers use buyer personas? Think of how much that can set your sales and marketing team apart from the more than half that don’t! And according to ITSMA, 48 percent of buyers are more likely to consider a solution targeted to them.

Propensity to Buy Propensity to buy refers to the likelihood that a potential customer is ready to purchase a product or solution. With this information in mind, sales and marketing teams can develop messaging that is specific to where a prospect is in the buyer’s journey. A potential customer that is at the research stage will have different needs than one that is ready to buy now – propensity to buy helps sales and marketing teams reach out with a message that makes the most sense for the customer who is looking to buy now.

> Learn more about Propensity to Buy

Micro Messaging Rather than sending blanket messaging to a large group, micro messaging involves developing tightly defined marketing campaigns for specific potential customers with differentiated product benefit descriptions that relate to a prospect’s wants and needs. Nucleus predicts that this will boost productivity of marketers by up to 50 percent and may also cut costs by up to 25 percent.

> Learn more about Micro Messaging

By implementing the tactics above, your ABM program will set you apart from your competitors in 2018. Next week, in our final blog post in this ABM resolution series, we’ll take a look at how you can measure and refine your ABM program throughout 2018.

Links to 5-part ABM Resolutions for Success Blog Series

> Part 1 – Make the Decision to Start ABM in 2018 – Here’s Why

> Part 2Begin with the Right Data

> Part 3Focus on Acquiring Complete & Accurate Data

> Part 4Use Personas, Propensity to Buy Models & Micro Messaging to Boost Your Results

> Part 5Measure & Refine Your ABM Program Throughout the Year


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