Knowledge is power
Our approach to ABM is based on the fact that most customers or prospects don’t know exactly what you can do for them because they often simply aren’t told. We focus on the story you need to tell, based on the people you need to tell it to, using some core principles:
Understanding
Context is key, so we always start by trying to establish as detailed an understanding of the actual people you want to target. Persona and intent data should come second if you have existing insight about your targets.
Message
Put the customer first. It’s obvious really, but you never do well by opening an engagement by talking about yourself. The story must be compelling for the customer.
Tactics
If you own the channel, you own the engagement. Wherever possible, creating dedicated communications channels between yourself and your customer will create the greatest return. And also the greatest amount of valuable data.