In this video, I’ll break down how to use a combination of Fit and Intent, account-based ads, direct mail, and sales acceleration to operationalize an account-based marketing campaign. By identifying accounts that are a great fit for your business and are surging on intent topics related to your business, you can create an audience of companies that are perfect for ABM.
“Hey everybody, Matt Amundson here with another Modern Marketing Tip.
Today, we’re going to talk about how to operationalize account-based marketing using a few really great tools.
So, using a tool like Bombora, you can actually find out which of your target accounts is showing intent. These are great accounts that you want to engage with, but they haven’t engaged with your brand.
So, how do we do that?
We could just send them an email, but that’s kind of an old-fashioned way. In the new world, we could use Terminus to do account-based advertising, and we want to do that for one month to warm up the account.
We complete that account-based advertising with a direct mail. You could use a PFL or Sendoso to send them a direct mail piece, and in that piece, there’s going to be a note saying, “Hey, one of our SDRs will be reaching out to you.”
At that point, you then hand over the lead to your SDR team using a platform like SalesLoft or something else like that, and what we found, through our data, is that leads are 70% more likely to buy from us if they go through this entire process.”
Related: Learn how EverString built a platinum ABM technology stack.