At Toolbox Studios, we love Account Based Marketing. It has all the hallmarks of how we work best:
- Collaboration
- Deep dive relationship building
- Personalization
- Business strategy
Collaboration
This approach is a true collaboration between the business development team and the marketing strategy. Biz-dev brings their knowledge of high-value targets. Marketing implements content that resonates. The customer appreciates the cut-through-the-clutter experience and receiving useful, personalized information. This synchronization benefits all parties and achieves better close rates.
Deep Dive Relationship Building
It takes a lot of up-front work to hit the mark. The key is micro-targeting. The business development team’s job is to identify high-value accounts, define expanded opportunities with existing accounts, understand urgent needs that you can address, and locate the decision-makers and their roles. The marketing team’s job is to develop content that displays thought leadership, in-depth understanding of the need, and brings a unique value proposition.
Personalization
This is where the fireworks begin. Be warned, this is a hands-on tactical step that requires an extremely clean, expanded database. Variables from the database can be employed in a number of channels: email, print, geo-fenced digital ads, IP targeting, landing pages, pixel tracking, ringless voice mail, and text messages, to name a few.
Column headings will include the basics such as first name, last name, title, address, email, phone—but also industry specific messaging, graphics, websites, sales team contact information, signatures, RSVPs, and much more.
The marketing team then deploys a highly orchestrated, multi-channel effort to spark conversation and deepen relationships for the sales team.
Business Strategy
There is no room for trying to fit a square peg in a round hole. The ultimate success is finding true solutions to real problems. Happy customers, positive results, long-term business partnerships come from finding the right fit for your company. Account Based Marketing is a long-term strategy to build deep relationships with high value targets. The focus is quality over quantity in its most basic form. It requires buy-in from the c-suite and sales team. And it requires building a strategic team of creative collaborators.
Build the Right Team
Toolbox Studios has the talent, resources, and technology to deliver successful ABM campaigns. This approach helps your business development team pinpoint best-fit customer segments, deliver laser-focused content based on their needs, and nurture engagement to open doors.
