The Goal 

Our client came to us looking to reach some of the largest companies operating in North America. The client provided ideal customer personas, including demographic and firmographic information about the contacts they were interested in, like company, job function, and title.  

With this information, TECH B2B Marketing designed an ABM campaign to schedule as many meetings as possible with key decision makers at the target companies. We began by using sales enablement tools like Zoom Info, Apollo.io, Seamless.ai, and others to find contact information for company decision makers. These leads were prioritized by the client to enter an ABM outreach campaign in batches of 20–40 contacts. 

The Campaign 

Once the leads were prioritized, TECH B2B Marketing built an email campaign using the client's marketing automation and CRM platform. To start, the leads were imported into the platform to ensure we could track engagement with each part of the campaign.  

The campaign included a combination of email marketing, social media, and mailers, all directing the contact to a personalized landing page with information targeted to each lead.  

The landing pages included a personalized note that automatically pulled in the contact's name, title, company, and industry, a pitch that outlined how the client's products and services could help the customer overcome challenges, a pre-populated form to schedule a meeting.  

To start, each lead received a series of lead nurturing emails over a condensed period of time. These emails aimed to help the lead understand how our client's solutions would benefit them and linked to relevant case studies and application stories.  

While the emails were being distributed, organic social media posts shared similar information to the client's audience, and direct messages were sent to contacts on social media. 

To further surround leads with our client's message, we design, printed, and mailed video mailer cards to send a unique message to each prospect. The physical cards featured our client's branding, the potential customer's branding, and a personalized video on a small, disposable screen. Prospects were directed to their unique landing page to learn more and reach out for a meeting via a dynamic QR code that allowed us to track scans. 

For this campaign, our graphics team designed a custom logo to use on the landing pages and in the emails, the personalized video cards, and leave-behind collateral that the sales team could bring to their meetings. 

The Results 

To bring all these efforts together, TECH B2B implemented lead scoring and notifications in the client's marketing automation and CRM platforms to provide the sales team with real-time information on the most engaged prospects.  

The sales team was able to review each highly engaged lead to see how and where each lead engaged with the program and inform themselves before reaching out personally. After reaching out to the hottest leads via email, the sales team followed up with phone calls to schedule meetings and product demonstrations.  

The client secured meetings with 35% of the engaged prospects, resulting in sales and revenue that could be attributed directly to the ABM campaign. 

If you're interested in implementing your own ABM campaign, contact us today to start creating a strategy. Our team of account executives, graphic designers, and web developers is ready to help you reach new customers.