3 Levels of ABM to Multiply Your Effectiveness

ABOUT THIS EPISODE

In this episode, Dan Sanchez shares 3 levels of ABM that will help multiply your effectiveness. 

Welcome back to Baby Growth. I'm Dan Sanchez with Sweet Fish Media, and today it's just me again. And I'm gonna be talking about some of the lessons I've learned after this last week of talking to multiple practitioners, thought leaders, even some clubhouse meetings I was in recently with James Carberry. I've learned so much about account based marketing in another week. It's like when you start risk reading and pounding the material and talking to all these people, you tend to learn on rapid fire. So I keep unlocking new lessons. In fact, this week I wanted to circle back around to engagement, actually found a couple of different levels you could do engagement on. That's different from the one too many one too few oneto one, because that's a way of looking at it. But there's actually a whole another way of looking at it, and I've talked about pieces of this with a bunch of different episodes over this last week, but I wantedto circle back around it and give some highlights of some of the things I've learned and kind of package it up in a...

...way that I think would make the most sense for you. So again, if you're joining me, if this is the first episode you've listened to the month of February, I've been on a month long search for figuring out a B M account based marketing as a methodology for B two B marketers. I'm still new to the B two B marketing game. I am a B two c market. Er. I've done a lot of higher ed B two C companies, even local companies. Coffee shops, dentist, nonprofit. I've done some B two B work in the past, but not as much as I'm doing now, especially with all the interviews I'm doing with B two B marketers and marketing sweet fish media myself, there's a lot to learn, and with a B M, there's certainly Mawr goodness to go around. So let's jump into the three different levels of engagement. You can look at the count based market, and again, this isn't one too many. One too few oneto one campaigns. This is looking at it differently, and it's looking at it with at the stakeholders in the accounts that you're targeting. I just talked to Dimitri over at in, flew to about how tow target different people...

...differently into account. And that's what I wanted to break down in this episode. So I've had a couple of different insights since then. So just so you know, like the first level would just be targeting the one stakeholder that you know is the ideal buyer for an account that one person you know is the main person doing all the work toe secure. Whatever it is you're selling, there's that person. But we know there's more than one person that usually when you're selling B two b, there's a whole team of people that you need to convince to buy your solution. And that's what what we're gonna do a little bit deeper into is, I think you could break it down into a few different levels and scale into it rather than making it too complex to start. So I'd say the first level is just finding that ideal buyer and targeting them and still laying out a whole funnel for them. So what are you going to do with your messaging at the beginning of the funnel while you're gonna build messaging around awareness, just getting them aware of the main problem you address and who you are right and around your content. You're...

...going to deliver content, the beginning of the stage of the funnel that just peaks their interest. It's categories and topics that they're interested in. It may or may not have to do with what you sell directly, but it's in the realm of what your target audience. What that target buyer is interested in if you sell legal services to marketing agency CIOs and you're publishing about marketing agency stuff, but it's not necessarily about legal services yet, right? So and then testimonials like you wanna probably publish some testimonials at even at the beginning of the funnel that covers some really interesting insights from people that are like them, right. But then all that changes when you come a step down the funnel into this engagement stage, Um, where they know about you. They're aware of you now, so your messaging is going to switch to be more benefit related. The things that you selling the benefits that can happen. Of course, this is somewhat of an over generalization. You can mix and match these in different places. There's kind...

...of an overview to kind of give you an idea what I mean by changing your marketing per different parts of the funnel, right, So your messaging is that it might be more benefit driven. Your content is probably going to be answering more specific questions related to what you sell, though not necessarily talking about the product, but it's definitely in the category of what you sell. Now your content marketing is, and your testimonials are going to be from your customers that air now, exploring and telling your your ideal buyer how much they've loved in the results. They've seen working with you, right? And that all changes again. When they're in the very bottom stage of your funnel into the awareness. When they're talking to sales, you're going to be doing messaging. That's more feature comparison, right? You're going to have content. That is more education on how your product works and you're going to have testimonials. They go a little bit deeper about why people like working with your company, not just the results they've seen, but what they've enjoyed about working with your custom might be about your customer...

...service. It might be about different things they didn't expect that were amazing. It might be handling some, like bottom of the photo, all types of objections that come out. But you can see how you can customize the different types of marketing and the content, the messaging and the testimonials you are putting in front of people based on what stage of the funnel there in. Now, take that in mind that this is the first stage right. Building this all out takes a long time to even for your ideal buyer. You have this one person in mind for this one major product category that you're trying to sell to in your A B M campaign, and it is a lot of work just building it out for the one buyer for every major stage, from awareness to engagement to the last bottom of the funnel consideration stage as they're talking to sales. It is a lot, just a lot of work to just to get that done, which is kind of where we're focused on its sweet fish media. I'm still putting together this main A B M funnel, but I'm also keeping my eyes on the prize. I think there's other levels we could be doing internally, and so I'm creating this content now for you because I'm learning it. And I'm also kind of like...

...earmarking it for myself as I get into developing this for sweet fish media. So here's the second level. So we have that we have the full funnel developed for our ideal buyer. But we can also build a second round where we start to customize the funnel for different industries. Yes, it's still for the ideal buyers, but we're often selling to more than one industry. And if we have a couple of key industries we have, we might have a generic funnel we start off with. But we can actually segment into a couple of different industries to customize it further. Maybe we sell the three different industries and no sweet fish media. We cover, like a number of difference industries that we tend to focus more on B two B tech companies, specifically B two b SAS Tech companies. They're still even industries within that small little category that I could splinter it off to. I could have a whole fintech version. I could have a whole manufacturing arm. I could have a whole marketing services are more mark tech vendors right and still customize it further yet for the ideal buyer, and that is a way to get Mawr personalized...

...across the board. So now I'm coming up, not with just general at the top of the funnel, right awareness piece awareness messaging, coming up with content. That's Peking curiosity or is about them more than it is about us and coming up with testimonials that air just like really intriguing case studies from their peers. They're all customized, so the awareness is around being aware that you even serve their industry content. That's interesting to their particular nuanced industry right and testimonials that air from customers you already have in their industry. So that is the second level of engagement. So it's taking the first funnel you developed and multiplying at times, however many industries you really want to focus on, and then the third level takes it a step further by not just identifying the ideal buyer, but all the different buyers within the account because you have your ideal buyer, but there's probably they probably have a boss that's going to be looking over their shoulder and checking up to see what they're they're...

...buying and maybe has to approve some budget at a higher level. There's probably a direct report or many direct reports that have to use the thing that your buyer is buying right, that you have to convince. And there's probably some potentially some other departments within the organization that get to weigh in on this decision, because it might be a big enough purchase that other departments are involves more than just one single department. There is some peers that your ideal buyer has. That might be naysayers that might be People that ask very different questions have a very different view of the world of what's good. And so you take all the funnels you developed for all those industries, and then you create more funnel still that are customized for the different buyers within the account, because we know when we're dealing with accounts. That's why we even use the word just account and not buyer, because there's multiple people within the accounts that you have to market to and to sell, and the more content you could come up with and the more sophistication and customization you could bring to every single piece, the more it's going to resonate them or it's going to get them...

...to take the baby. Step down the funnel towards buying your solution. So let's take an example if we're looking at instead of just your buyer but maybe the CEO of your buyer If you're selling to the sweet C suite, you wanna be able to make something for their boss, right? Because the CEO is gonna look differently at the awareness stage than the CTO is. Maybe that you're trying to sell to the boss of the CTO has a different world view. They have a different paradigm of what success and what they care about, what keeps them awake at night. And the CTO does, right? So you wanna have a different awareness kind of campaign in your messaging? You wanna have different content that piques their curiosity. That's just geared for the CEO. You wanna have case studies from CEOs now CEOs in that industry right that you are specifically targeting You could see how this becomes a lot of different content to make messaging to set up and testimonials to go find. But what did it make sense that a if you're a CEO of a company and maybe in the health...

...industry like a hospital right that if you see if they build awareness for that particular that narrow of a niche of a profile and they're selling the CTO is. But they're still creating awareness for the CEO who's going to be looking over that CTO shoulder to see what that might have. Some be evaluating what the CTO is buying. If it's a big purchase, that customizing the messaging and creating content that's specifically created for that CEO in mind and then coming up with testimonials from other CEOs in the similar industry that's going to draw them in. And so while it's very difficult to come up with that much content, all of those testimonials, all that messaging and all the different pieces of content that you need in order to walk every single buyer down the funnel within the account, it still works and we're going. We're already creating content, were already collecting testimonials, so really, we just need to create a system of creating it and then cataloging it so that our sales reps in our marketing...

...teams have access to all the different pieces. You know, you can label them all a such so that you can kind of create this like grid of sorts of different content and so you can plug it into the right places, so that goes to the right people at the right time. So that's what I've been thinking about. It's kind of like Stretch to my mind is I thought about all the different possibilities of all these different messaging and content testimonials and where it could be fitting across all these different pieces of the puzzle. It's definitely pushing me to think differently about how I'm even structuring my own content, marketing and how different pieces of it can fit into different parts of the funnel for different people at different times. So it's very exciting to think about. It certainly creates a long road map for me of stuff that we still need to dio, which it's a never ending list, which that's really a good things. That's that's job security, right? Marketers. That's that means we get to stay around for a long time because we have a lot of work to dio. In the short term, though, just start with the one funnel for your ideal buyer and account based marketing system, and it's already going to be so much more efficient and effective than just targeting the...

...masses or even a large segment of what our potential buyers. If you could just target your key accounts and those ideal buyer's first, it's going to make a difference because you're getting in with the right person and walking him through in a systematic manner. If you just start with that, you're going to win. But you'll win more and more, the more you can customize it for the industry and then for the the buyers, the different buyers and stakeholders within the account. Hopefully, this has been kind of a help as helpful of a revelation to you as it is for me again. I'm still new to account based marketing, but this seemed like a big piece that I hadn't considered before, and that's the main lesson that I'm taking away from this week. I have one more week of content. I have actually have two books more to read that I'm looking at my desk right now, very excited to review those. I have a couple, one more thought leader to talk to you in a couple more practitioners before I wrap up this Siris on account based marketing in just a little over a week from now. Thank you so much for listening. If this has been helpful to you, please give us a five star rating on whatever podcast after you're...

...listening to. You don't even have to write a review just going tap that five stars. It makes a huge difference for our show. It makes it easy for other people like yourself to find us. So thank you so much for listening and go tap. That five star Gary V says it all the time. And we agree. Every company should think of themselves as a media company first. Then whatever it is they actually dio if you know this is true. But your team has already maxed out and you can't produce any more content in house. We can help. We produce podcast for some of the most innovative BB brands in the world, and we also help them turn the content from the podcast into block posts, micro videos and slide decks that work really well on LinkedIn. If you wanna learn more, go to sweet Fish media dot com slash launch or email Logan at sweet fish media dot com.

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