This article is part of the Mini Mighty ABM series, by the ABM Leadership Alliance. The series taps experts in ABM to share one actionable idea that you can use at work today. These tips are mini, but mighty.
ABM Pilot Success
Don’t forget to personalize. That’d be my top recommendation if we met in an elevator and you told me you were in the middle of an ABM pilot. Most people say they’re about to begin a pilot or are in the middle of one that’s producing mixed results and one of the top reasons it’s not working better is that they failed to personalize the messaging and content. I get it: personalization requires insights, strategy, data, and time. But all too often, it falls by the wayside and tanks the results in the process.
Don’t just load the old email spam cannon or sick your SDRs on prospects with LinkedIn connect invites. Relevance equals revenue. When you actually personalize messaging, B2B conversions go through the roof.
3 steps to diagnose your personalization problem:
Re-scope your pilot
If personalization feels overwhelming, it’s possible that you’ve scoped the pilot wrong and it’s too expansive or involves too many personalization segments. The goal with an ABM pilot is simply to test the rocket, not to build the whole space shuttle. Look at your target account list again for most salient similarities and differences and think about ways you can personalize those segments. Are they all customers? Are they all prospects? Are they in a renewal state? Do they share a vertical or need?
Once you’ve got those factors, select segments for your pilot to personalize your messaging, content, and creative. It narrows a limitless expanse of possibility down to just four or five key points that’ll help you engage those target accounts.
Want the rest of the steps?
Read the full article, here.
Avoid costly ABM mistakes that hurt your reputation and your revenue:
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