account based marketing strategy

Account Based Marketing

Power your ABM strategy with insider experience and critical insight from the buyer’s point of view.

Selecting your audience

Leverage data and account knowledge to pinpoint targets with the best chance of success.

Determine Optimal Scope for ABM Resources

In deciding whether to lavish ABM efforts on one, a few, or many targets you need to assess the opportunity for your solution in each case. As former decision-makers in your target industries with extensive technology experience, Emissary Advisors help you weigh deal sizes against the required marketing effort. Their insight helps determine which scope has the highest probability of success so you get the most value for ABM.

Select Accounts Where You Have the Edge

When looking for targets which most closely fit the ideal customer profile (ICP), you need detailed, accurate company data, including the tech stack and buyer personas. Emissary Advisors, as recent veterans of your ABM prospects, share essential information about the most promising opportunities for your solutions. And Emissary Account Briefs will reveal white space to pursue in existing accounts or net new targets.

Find the Right Connections Fast

With today’s complex enterprise deals, you never know where influencers, champions, and gatekeepers are lurking. Even if you have some contacts in an organization, the buying roles may have shifted recently. Emissary Advisors know your target accounts; they’ll help you assemble a reliable profile of buying committees and define personas for the ABM strategy so you can direct content toward the right decision makers.

Set the Priority – Account Expansion or Net New?

ABM is a powerful strategy for expanding within existing accounts, but as more industries are solving problems using advanced technology, you might find fertile ground with new targets. How do you know which to prioritize? Emissary Advisors have experience in the markets you’re eyeing and can help assess whether new targets are ready to buy or current accounts are ready to grow.

four pitfalls in account based marketing strategy
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ABM Campaign Design

Let the voice of the buyer reverberate through your campaign for maximum return.

Develop Effective Assets for Each Sales Stage

Successful ABM content answers buyer concerns whether they’re identifying initiatives, searching for solutions, or planning for the coming years. Emissary Advisors will help you create content addressing urgent pain points while positioning your technology for tomorrow’s objectives. Plus, they share insight into the types of content buyers prefer, so you don’t make videos for people who only read whitepapers and vice versa.

Deliver the Right Message to the Right Target

Successful ABM relies on customized messaging to connect with buyers and decision-makers on a personal level. Emissary Advisors’ insider experience with your targets helps you develop content that addresses the concerns and motivations of key personnel. They identify the best pain points to build campaigns around, review content from the buyer’s perspective, and suggest the best channels and times to connect.

Ensure Your Message Lands Via the Right Media Channels

Every communication channel has value to an ABM strategy if you know how to use it. Crucially, you want to start engaging dialog on media platforms where your key targets are active. Emissary Advisors know the channels preferred in the C-suite, the IT department, and operations and what topics are “trending” there. You won’t be left in the cold by accidentally picking the wrong messenger with the wrong message.

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strategic selling abm

“The Emissary really helped us identify where to sell within the account, who we should target specifically in each LOB, and provided insights into messaging that would land with current internal initiatives.”

– Solutions Advisor, Sales Performance Management

Omni-Channel Outreach

Find the channels your buyers occupy, spark recognition, and draw attention. Populate the channel strategy with seamless online and offline content so decision-makers get to know your brand. Incorporate the buyer’s voice in your messaging to gain traction early.

Craft Emails That Sail Through the Noise

Most people receive over 100 business emails a day, but if you know what subject lines grab attention, emails are still a powerful tool in your ABM outreach. Emissary Advisors have spent years scrolling through emails as decision-makers at your target organization. They’ll let you know what gets through and what doesn’t, so buyers open your messages, and your messages open doors.

Aim Display Ads at Account Leadership

In display ads, align copy with the way leadership at target prospects think – highlighting relevant solution benefits or your company credentials and experience. Emissary Advisors, as former executives, have attended the corporate strategy meetings at your key accounts. Their experience helps you publish ads that compel prospects to click through.

Tailor Paid Social Ads for Your Prospect’s Niche

When you know who the decision makers are at key accounts, you can use paid ads on trusted social sites like LinkedIn to entice readers to customized landing pages. Emissary Advisors have years of experience as buyers at your ABM prospects. Their input helps inform ad copy and landing pages with the details valued by decision-makers, such as social proof, experience, solutions or integrations.

Give Physical Mailers a Personal Touch

Against the daily buzz of digital media, a well-chosen piece of snail mail can offer a refreshing change of pace, especially if it’s personalized in a meaningful way for your recipient. Turn to Emissary Advisors for insider tips on what swag buyers love to get in the mail. And because Advisors know what your target values most, they’ll help you customize postcards, hand-written notes, and printed content to prompt follow-up discussions.

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Execution

Support sales through a successful close and beyond with insight-driven content and tools.

Find Resources That Provide Air Cover for Net-New Opportunities

In a net-new account, having a seasoned executive who already understands the prospect will greatly increase your success rate. Emissary Advisors know what your target is thinking, who will drive the deal forward, and what they need to hear from you. They’ll help you align content and tools with the account’s pain points and goals.

Get Active Prospects Back on Track

Whether you’re looking for expansion points or concerned about a flagging deal, a better understanding of a key account will help you find the white space, uncover hidden decision-makers, and share the right message at the right point in the buying process. An Emissary Advisor will review current content and strategy from the buyer’s point of view, helping you get your team back on track.

Turn One Success Into Many With Post-Sales ABM

Once you’ve closed a deal, ABM will still be a powerful “land and expand” strategy for building on that win. Expansion relies on ABM teams developing consistent content, tools, and messaging across the current engagement while attracting other business units. Emissary Advisors have broad experience with your prospect. They point out corporate divisions with similar pain points, help revise content to demonstrate value to new contacts, and help strengthen the relationship to support growth.

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