The account creation strategy is based on a predefined segmentation. You can choose from a list, but it is always good to check if it is in line with your ICP, if you are not already a customer, if you are already in negotiations, etc.
Tips for selecting accounts before launching campaigns:
Use your sales team's account list online and offline;
Some important industries or segments of direct communications;
List of lost or abandoned guides that are reactivated after a certain period of time;
Companies that use services or products from their main competitors;
Extract of lists of companies by sector according to the CNAE (national classification of economic activities);
Lists by data enrichment companies
The most important thing is the level of agreement (SLA) whatsapp data between the marketing and sales teams to define the main customers. Create a data-driven list by segmentation and create a filter to select accounts.
Another tip is to calculate your market size and compare it to your current lists to see how many companies you can reach.
Personalized content and offers
Once the list to start the campaigns has been approved, the next step is to define the content or offer strategy for these campaigns.
To build relationships with these potential customers, it is important to do online personalization, that is, create unique content for each industry/sector, size, time and behavior of each visitor who visits your website or leads to a personalized offer.
Example: Your account list is Restaurants and Fast Food. Your ads could direct them to a report on the most used machines in the industry, how to have a more efficient kitchen staff, why X machines benefit your business, etc.
Personalization is key to ensuring you speak the same language as your potential customer. For example, Amazon increases conversions by 60% by offering personalized recommendations.
How to create an ABM campaign
Once you’ve reviewed the list of accounts and content proposals that have been created, you can begin testing ABM campaigns.
Campaigns can be carried out in a variety of ways.
Import lists into Facebook ads as custom audiences.
Import your LinkedIn Ads list as an email list (contact list) or company name (slot list).
Import your listings into Google Ads to retarget just that listing.
Invite accounts to participate in special events or sponsor those companies' events.
Upload the list to a DMP (data management platform) to serve ads in programmatic media.
Use Maestro ABM to create personalized ads based on company size, industry, or better yet, name (you can also do the other actions on this list in this software).
Direct action items such as scheduled visits, phone calls, emails, gift correspondence, and activities in which the company participates.
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