PayPal. Suntrust Mortgage. Nationwide. Staples and more. All from 4 emails, a few banner ads (and a little bit of magic).
Want to know exactly how we did it?
Strap in, let’s go.
Want to skip the reading and get straight to results? Get in touch here.
Big tech company, targeting contact center executives in large enterprise organizations.
Definition of Account Based Marketing: In a nutshell, ABM means strategically marketing to specific accounts using offers that are tailor made for each account.
Anyone who has long sales cycles and/or the opportunity for big deals should be doing this as one of their staples.
Want to skip the reading and jump straight to results? Get in touch here.
Since strategy should always come before messaging and tactics, here’s a window into how we developed ours.
Great strategies start by putting yourself in your prospects shoes. Here’s what we asked to do exactly that:
The above simplifies the process (we did research, reviewed the landscape, dove into data, etc.), but I don’t want to bore you with all the nitty gritty. The above are the key questions to answer.
So here’s where we landed.
A Customized Assessment. In the world of the Fortune 500 the customer experience is one of the major competitive battle grounds.
In our research we learned that contact center execs want to know how their experience stacks up against their industry peers, as well as like-companies at large – it’s a critical point of concern.
So we did something seemingly simple, but something no one else was doing. We did some legwork and called in to see what their experience was like – specifically their automated phone experience (IVR).
Yes, it took some work. And a little time. But it was worth it. The offer had such high perceived value, several folks even asked if they had to pay for it.
Here’s how it worked.
To get heard, and land meetings, we knew we needed to do two things:
Here’s the strategy and logic behind how we did it – direct from the Client Brief.
I won’t include everything here because it’s tons of reading, but here are two of the key insights that informed our strategy.
Banner ads directed at the key accounts. The goal was to get these folks thinking about the frustration of a bad customer experience. Then POOF! An IVR assessment lands in their inbox.
*Picture an image of a classic car, a gracefully aging celebrity, a fine wine. Something bold. Something striking. An image that catches the eye. And in come the words…
Some Things Age Well.
Then the image changes. Fading from grace – replaced with something shocking. Decrepit. Old. Then the words appear…
Unfortunately, Your IVR Isn’t One of Them.
Discover the Benefits of Refreshing the IVR: Customers Speak Out
Get the Report
The bulk of our responses came from email – yours will too. Here’s the flow of outreach.
All emails were short and to the point. I can’t share them all, but here’s the first.
Sample Email (Masked to protect the innocent)
Quick. Simple. To the point. No oversell. Meeting requests came in the same day.
10 meetings. 8 unique accounts. Fortune 500 companies. Senior decision makers.
Not sure about opportunities yet as not enough time has passed. But if everyone plays it right, we should be in business.
Four additional accounts responded and said they were already working with our client. This allowed the sales team to advance the conversation.
So a total of 14 “next step” responses. We didn’t quite meet our goal (15 meetings) but who cares when you’re sitting down with companies like Nationwide and PayPal?
Go get after it and make your own program. Here’s the secret to success:
Provide unique value that others aren’t, so that you shake your accounts out of complacency and get them to take action.
Be authentic. Do it like no one else can. And write me when your first meeting request comes in.
Want to skip the hard work and jump straight to results? Get in touch here.