My company is implementing an ABM strategy and I wanted to hear what kind of nurture campaigns others have had success with for new leads that come in via ABM. What does you cadence look like? What type of content are you sending in the nurture? How are you aligning this with sales follow up strategy? Thanks!
There is a lot of content from ABM vendors. Some hallmarks of an ABM program.
What's going to work for your audience? Only you can answer that.
Thanks Darrell Alfonso for the reference!
Are you looking into purchasing the Marketo ABM add-on? For the record, we have not purchased it and carry out pretty complicated multi-channel ABM outreach, so know that it can be done either way!
From my point of view, there are two distinct but inseparable components to successful ABM: strategy and execution. Here are my thoughts for consideration:
A quick note here: data is key. Don't buy a list and hope for the best. I'd suggest having an SDR or marketer hand-pick the list and verify important contact info such as phone number and address by hand.
We typically use a combination of emails, direct mail, banner ads, website personalization/RTP, and outreach from our SDR team. The messaging is consistent and timely (an email might show up an hour after the direct mail piece is delivered, and a sales rep follows up the next day). It is also persona-based. For example, a CMO will care about ROI, but the head of IT is more concerned with the security compliance of our software.
I wrote a blog post a while back about integrating multiple channels: Omni-Channel Marketing and You: What OCM looks like in Marketo . This wasn't for ABM-specific outreach but it covers operations side of things.
Best of luck to you!