My Go-To Recipe For Successful ABM Email Campaigns
May 2, 2017 8:34:35 AM | By Matt Benati
In account-based sales and marketing models, having a strategic playbook is instrumental to success. While sales and marketing once had clearly defined roles, when a shift is made to a revenue-based approach, those lines begin to blur. And that’s a good thing! That’s when alignment solidifies and the two are able to use shared strategies to focus on a singular goal: growing revenue.
Email marketing is one such shared strategy that is no longer as marketing-centric as it once was. When you fold sales into the mix, campaign details are viewed from a new perspective and your strategy can incorporate what marketing needs and what sales needs — resulting in campaigns that deliver valuable sales-ready leads.
But not just any email campaign will do. Successful campaigns are carefully planned and strategically crafted to target the right leads, at the right accounts, at the right time, and with the right information.
No small task! But over the years I’ve identified some best practices to develop a recipe for successful ABM campaigns that includes:
Prep Work – Sales and marketing work together to research their ICP, target accounts, leads, and campaign goals. Doing this type of legwork ahead of time is critical for your campaign’s success. Follow the organizations and leads you’re targeting on social media. What are their pain points? Is the person you’re following a buyer or a user of your product or service? And speaking of success, setting clear goals before you launch a campaign helps both sales and marketing teams determine if a campaign is successful or if certain aspects need to be tweaked next time.
Campaign Design – Crafting your campaigns with an emphasis on segmenting your list and personalizing content to speak directly to your audience. Remember those pain points you were monitoring? Use the information you uncovered to speak directly to your leads. Show them how your solution can alleviate their pains and solve their problems.
Campaign Execution – Before you send, it’s important to check your email for any mistakes. Make sure every link works, proofread for typos and double check images. With 54% of email now opened on mobile devices , it’s important to ensure your email is optimized for mobile viewing. With today’s savvy organizations employing spam filters and verification requirements, timing is also critical. As Mike Donnelly, CEO and Founder of Seventh Sense , put it, “Analyzing the data surrounding your email campaigns can provide you with the best send time for each individual that will result in increased engagement, improved deliverability, and ultimately more closed deals.”
Post Campaign – Once you push “send” on your campaign, your job isn’t done! In addition to monitoring your campaign’s stats to determine success, you should also be monitoring your campaign reply emails. Every campaign inevitably results in reply emails — whether auto-replies like Out Of Office or Left The Company or replies written directly by your leads.
When you monitor these replies, you’re able to catch and respond to sender verification requests as well as uncover valuable Account Based Intelligence (ABI) such as new and updated information about your leads, sales trigger events like a lead leaving the company, and merger & acquisition activity that can signal a sales opportunity. Use this data to create workflows for follow-up tasks, manage your database, and ultimately increase your sales pipeline.
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Take a look at our Recipe for Email Marketing Success InfoGraphic below and if you’re ready to see how mining campaign reply emails impacts your bottom line, sign up for our 30-day free trial to get started!