What do cooking and ABM have in common? You’ll be surprised to find out there are more similarities between the two than you think. When baking a cake you have a list of ingredients needed to make a mouth-watering dessert that keeps people coming back for more. The same goes for ABM, you need certain “ingredients” in order to orchestrate a successful account-based campaign that targets key accounts. But what is the perfect recipe for ABM orchestration?
Well… you’re in luck because we’ve mastered the recipe – and we’re not keeping any secret ingredients.
While preparing the perfect ABM orchestration campaign can seem daunting, it’s simple when following our recipe. To orchestrate the best-fit campaigns, mix together the following ABM ingredients:
A Pinch of Personalization
Still from a baking perspective, not every person likes the same flavor of cake. Some like chocolate, some like vanilla – and personally, I like strawberry. That’s why personalization in both baking and ABM is such an important ingredient. When cooking up your perfect ABM campaign, you will want to add in more than a dash of personalization to make sure you are properly targeting high-fit accounts with relevant content.
Not every account you target will have the same needs and pain points. As accounts move throughout different stages of the buyer’s journey they need different messaging. For example, when accounts are unaware, you may deliver more generic creatives, but when they advance to opportunity, you may want to show them messaging with a specific angle.
Cater to your target accounts by personalizing advertising efforts and web pages. Also, change CTA’s and content across marketing channels depending on buyer response to a specific campaign. Whether it’s approaching larger accounts with 1:1 targeting or offering unique web experiences for hundreds of accounts, Triblio’s platform enables personalization at any stage to successfully orchestrate campaigns.
For example, equipped with Triblio’s account visibility and personalization capabilities, customer Flexera has been able to generate over 400 MQA’s and nearly $5 million in target account pipeline.
Add Two Cups of Intent Data
What is intent data and why is it a must-have ingredient for your ABM orchestration? Intent data refers to any signal showing that a buyer is interested in purchasing your products. There are two types of intent, both critical to optimizing your ABM orchestration to win deals. Using intent data allows you to orchestrate cross-channel campaigns with unified messaging, segment accounts based on buyer signals, and find accounts before they reach your pipeline. These valuable insights work to automatically orchestrate the next sales play and messaging.
Since IDG’s acquisition, Triblio’s ABM platform is built on exclusive IDG trusted 1st party data, allowing you to engage and generate leads from target accounts, based on valuable data insights. Having the ability to identify, segment, and target audiences drives your company’s efficiency; helping to create the perfect recipe for ABM orchestration success.
Last, but not least we can’t forget to add in channels mix – like the ability to formulate a multi-channel ABM Plan is vital to our recipe. Measure and track intent by capturing account behavior across multiple channels, marketing campaigns, sales outbound, and hundreds of thousands of websites. Also, use multiple channels in order to target a specific audience and reach high-intent accounts wherever they are in the buyer’s journey.
While the task of managing multiple channels hasn’t always been a simple ingredient to master — it is now. Triblio’s Orchestration Canvas provides marketers control over the sequence and duration of cross-channel marketing campaign tactics. Using Canvas, automatically nurture buyers through the entire purchase journey with AI-triggered, multi-step, and multi-channel campaigns. Being the first visual ABM campaign builder, canvas gives marketers the power to orchestrate campaigns with ease, and provides control over the sequence and duration of cross-channel marketing tactics.
Following Triblio’s ingredients to ABM orchestration, you’re one step closer to a successful account-based campaign. Personalize ABM at scale across multiple channels and orchestrate campaigns based on purchase intent, helping you engage and win selected accounts.
Schedule time with one of our experts and start mixing up your multi-channel ABM program today.