Like Account Based Marketing (ABM) programmes, not all ABM content can be created equal in terms of audience resonance. While the precision of any programme depends on time, effort and budget, the effectiveness of its content payload depends on how much customer context can be threaded into a campaign.
ABM can fall into one of four execution strategies. Basic ‘volume and automation’ strategies tend to rely on using existing ‘one size fits all’ messaging and collateral while more sophisticated Key Account Based Marketing with Sales Enablement will tailor content to a bespoke level – using sales intelligence to create the best possible fit for customer, sector and even lifecycle stage.
In an earlier blog we spoke about the need for ABM content to be curated, created and compelling.
By curating existing content for an ABM campaign, you not only create greater relevance to the customer situation but can also accelerate interest and decision making. It’s also worth thinking about how much of that content could be easily adjusted to support the vision/proposition/messaging of an ABM campaign. A key tip for this exercise is to be ruthless – could that generic white paper actually undermine the customer’s perception that you really do know about their specific challenges?
Being creative and compelling can seem easier when you have the resources for a bespoke campaign or programme.
However, in the middle ground of execution strategies, personalisation and ‘off the peg’ content can be combined with small adjustments and alterations to create a highly effective campaign. Close co-operation with the account team can yield valuable insights into functional challenges, embedded competitors and corporate aspirations that can be reflected in a highly personalised manner. For example:
- The ‘off the peg’ portfolio proposition may be ‘Flexible, integrated solutions’ but a better fit for an influencer or decision maker in a Public Sector organisation may be ‘Achieve more for less.’
- An existing market briefing or white paper can be adjusted to place greater emphasis on the aspects of a product or solution that achieve more for less.
- The call to action could include the offer of a dedicated ‘achieve more for less’ workshop.
Ultimately, the cut of an ABM strategy may be determined by cost, amongst other factors, but between ‘off the peg’ and haute couture’ there are ways to be smart and effective with customer programmes.
To explore how ABM can work ‘off the peg’ for your organisation, contact The Rubicon Agency