Several CMOs have asked me about some quick wins to help sales development reps (SDRs) or business development reps (BDRs) increase conversion of MQLs or target accounts to a sales meeting. They suggested I turn our conversations into a blog post.
These CMOs were already sophisticated, modern marketers. They had their target accounts identified, email campaigns going, and were expanding their contacts / account. These are the most important steps to optimize your existing demand gen engine. They also knew that assisting with account planning and insights or personalizing content marketing would take time. What they need were some quick wins.
They wanted some quick win account based marketing tactics to get more sales meetings with prospects. In this multi part post where I’ll discuss the metrics and campaign tactics. This post will cover metrics.
Campaign objective drive tactics
Campaign tactics will vary a bit depending on the campaign objective for each account. While you’ll use the same channels (digital advertising, SEM, web, direct mail, email, and event invites) the mix of spend on those channels and the messaging and CTAs will change depending on two things:
- Are they aware of your value proposition
- Are they researching or considering options to make a purchase in the category you compete in.
The easiest way to measure awareness and researching/consideration of target prospect accounts is their responses to your marketing efforts.
ABM tip: An account graph or score summarizes the known and unknown visitors by account to determine awareness and consideration. Request an assessment from Triblio.
Using your marketing database and analytics, measure account prospect behavior like:
- Website visits
- Click throughs to landing pages from campaign
- Number emails by account in your contact database
- Impressions for paid media and sales outreach by account
Your marketing analytics also can reveal how much research about a purchase your prospect is doing by how engaged they are with your marketing campaigns. Use measures such as
- Number of page visits
- Number of unique visitors / account
- Click throughs on paid media campaigns
- Event registrations
If available, you can aggregate data from 3rd parties such as content consumption on web properties and search behavior.
This information is valuable so SDRs can customize a relevant message as they outbound to contacts in prospect accounts.
Talk to Triblio to find out what new account information from anonymous visitors can be sent to your sales team.
Depending on the prospect’s awareness and researching stage, marketing can reinforce this message with the right marketing channels. For example, if they are unaware, try account based advertising and customizing SEM landing pages. If they are aware and researching you, make sure your web channels and campaign landing pages make it easy for reaching the SDR with dynamically relevant content and CTAs.
I’ll talk more about success stories and proven campaign examples in my next post. Stay tuned.