Use This ABM Grid to Wow Your Accounts

WEBVTT 1 00:00:05.640 --> 00:00:09.940 welcome back to be to be growth. I'm Dan Sanchez and I hope you are enjoying 2 00:00:09.950 --> 00:00:14.940 the journey we're taking this month into account based marketing. A b m e. 3 00:00:14.950 --> 00:00:19.360 I know I have been enjoying it. I've been learning a freaking ton. Oh, my 4 00:00:19.360 --> 00:00:22.730 goodness. I can't wait to continue going. I feel like I've learned so much 5 00:00:22.730 --> 00:00:25.810 already and still have so much more to learn. But today I wanted to share with 6 00:00:25.810 --> 00:00:29.640 you some specific things I've learned. In fact, I put together what I'm 7 00:00:29.640 --> 00:00:34.490 calling the A B M engagement grid, the A B M engagement grid and how you can 8 00:00:34.490 --> 00:00:40.680 use it. Toe Wow, your key accounts. After talking to multiple a BM 9 00:00:40.680 --> 00:00:45.000 practitioners, some thought leaders and have read a few books on it, I'm 10 00:00:45.000 --> 00:00:47.340 starting to put the puzzle pieces together. And it's starting to make 11 00:00:47.340 --> 00:00:51.270 sense because honestly, at beginning it was a little is a little fuzzy. I 12 00:00:51.270 --> 00:00:55.320 didn't actually understand how it all worked together, but now that I'm 13 00:00:55.320 --> 00:00:58.630 digging in, I'm like, Oh, this is doable. This is doable. It is not 14 00:00:58.630 --> 00:01:03.310 impossible. It is not too complicated. And so hopefully we can If you were 15 00:01:03.310 --> 00:01:08.410 like me before we can shed some light on this together. So we all know 16 00:01:08.420 --> 00:01:14.460 account based marketing is kind of broken up into four major sections of 17 00:01:14.840 --> 00:01:18.310 what auras least what sand Graham calls team right, targeting your right 18 00:01:18.310 --> 00:01:23.310 accounts, engaging them, activating them, measuring them. And on the last 19 00:01:23.310 --> 00:01:26.770 episode, we talked about three simple steps for how to target the right 20 00:01:26.770 --> 00:01:31.380 accounts. And in this one, I want to talk about a grid that I came up with 21 00:01:31.390 --> 00:01:35.740 to engage those accounts, right. There's multiple ways to engage the 22 00:01:35.740 --> 00:01:38.770 accounts, and there's so many different ways that I found it overwhelming it. 23 00:01:38.770 --> 00:01:41.840 First. I was like, Oh my gosh, what is it? Do you do this? Or do you do that? 24 00:01:41.840 --> 00:01:45.110 There's like there's just so many different ways to do it. Then I saw a 25 00:01:45.110 --> 00:01:50.740 trend that you could actually organize it based on three different criteria, 26 00:01:50.750 --> 00:01:54.260 and then that creates the grid. There's, like essentially three columns, and 27 00:01:54.260 --> 00:01:58.770 then you organize all the different a BM tactics into by those three columns 28 00:01:58.770 --> 00:02:02.210 so it creates a grid. Eventually, I'll put together a nice little Pdf that 29 00:02:02.220 --> 00:02:06.960 makes this more visual, but I think you can hang with me in the audio form here. 30 00:02:07.140 --> 00:02:13.760 So in this engagement grid, the columns look like this one. Too many want a few 31 00:02:13.770 --> 00:02:19.880 and 1 to 1 three major different approaches to a B. M. Some people use 32 00:02:19.880 --> 00:02:24.290 all three. Some people use just one, and some people use a kind of a mix of 33 00:02:24.290 --> 00:02:29.370 all of them together. But the way approach you use is going to change the 34 00:02:29.370 --> 00:02:34.040 tactics that you use in conjunction with these three approaches. So let's 35 00:02:34.040 --> 00:02:38.500 take a look at the different tactics on that make up the rows of this grid, 36 00:02:38.510 --> 00:02:42.720 which come down to like your value proposition of messaging the 37 00:02:42.720 --> 00:02:48.620 advertisements. You make the website, you build the gifts you send, and 38 00:02:48.620 --> 00:02:51.350 there's honestly, like a never ending list. It could be text messages. It 39 00:02:51.350 --> 00:02:55.040 could be chatbots. It could be anything. I'm only gonna go over a few of them to 40 00:02:55.040 --> 00:02:58.960 kind of give you an idea of how this works. But you can insert any tactic 41 00:02:58.970 --> 00:03:03.340 and you could figure out how it works across the three different columns of 42 00:03:03.340 --> 00:03:08.100 one too many one too few and 1 to 1. So with one too many, it almost sounds a 43 00:03:08.100 --> 00:03:11.760 lot to me. At least it did it first. Like how you would approach marketing. 44 00:03:11.760 --> 00:03:16.970 Normally, yeah, you narrowly define your target demographics and you run 45 00:03:16.970 --> 00:03:21.280 ads to them. It's one. Meet one advertiser, one company to many, many, 46 00:03:21.280 --> 00:03:25.360 many people. But you have to remember, this is account based marketing, and 47 00:03:25.360 --> 00:03:30.170 some people are targeting accounts with sophisticated, like programmatic ads, 48 00:03:30.180 --> 00:03:34.390 which is different, right? And even in your value proposition, you might be 49 00:03:34.390 --> 00:03:38.720 targeting them of one too many with a broad, broad messaging broad value 50 00:03:38.720 --> 00:03:44.260 proposition but still segmenting pretty narrow for your I C p. Your website 51 00:03:44.260 --> 00:03:48.730 might be customized for your different i CPS with information that you already 52 00:03:48.730 --> 00:03:51.860 have on them. If you have a large database and all the that data could be 53 00:03:51.860 --> 00:03:55.860 pulled in dynamically, right? I've seen it even where people throw up 54 00:03:55.860 --> 00:03:59.450 information about someone's tech stack, right live on the Web, The landing page 55 00:03:59.450 --> 00:04:02.710 right, you can find that you can automate a lot of that. That's usually 56 00:04:02.710 --> 00:04:06.830 what the really big, expensive software costs, but it's not the only way to do 57 00:04:06.830 --> 00:04:11.690 a B M. Some people even do one too many just to get it to the 11 too few and 58 00:04:11.690 --> 00:04:15.910 then to the one, the one. But in a lot of cases most people aren't talking to 59 00:04:15.910 --> 00:04:21.370 are actually starting off with the one too few not trying to automate the heck 60 00:04:21.370 --> 00:04:25.160 out of everything so that you could do one too many different ideal accounts. 61 00:04:25.240 --> 00:04:28.720 But you're targeting just a few of them. And when I say if you I don't mean like 62 00:04:28.730 --> 00:04:33.500 two or three I mean like usually like 100 maybe a few 100 to me. I'm looking 63 00:04:33.500 --> 00:04:38.490 at 100 but everything looks a little bit differently, no longer you giving 64 00:04:38.490 --> 00:04:42.300 broad value propositions. But they're now much more tailored to a very 65 00:04:42.300 --> 00:04:46.330 specific, very specific set of customers. But it's still a set. It's 66 00:04:46.330 --> 00:04:49.600 different than the one, the one which is going to be, Ah, value proposition 67 00:04:49.600 --> 00:04:53.060 and messaging just for the one because you know exactly what's going on inside 68 00:04:53.060 --> 00:04:55.650 that company. And so you're already proposing solutions for them that are 69 00:04:55.650 --> 00:04:59.040 customized to them. That would be an example of 1 to 1 right, but in the one 70 00:04:59.040 --> 00:05:02.730 too few, even tailoring the website looks different when it's one too few. 71 00:05:02.730 --> 00:05:06.310 You could build 100 different landing pages and most of it maybe filling it 72 00:05:06.310 --> 00:05:08.940 in with just a database of information you already have. But then you could 73 00:05:08.940 --> 00:05:14.560 still customize some of it by hand. When it's only 100 you could do that. 74 00:05:14.570 --> 00:05:18.740 It just gives you a different approach when it's running. Ads toe one too few. 75 00:05:18.750 --> 00:05:24.100 You might just run and build a specific ad campaign per customer. So you have, 76 00:05:24.110 --> 00:05:27.530 ah, header graphic that you're using your actually photo shopping. The name 77 00:05:27.530 --> 00:05:32.340 of the customers company in there, right? You can do that when it's one 78 00:05:32.340 --> 00:05:35.480 too few. You can't do that when it's one too many. Maybe unless you have an 79 00:05:35.480 --> 00:05:38.820 automated way to do it. But advertising with one too few looks different. If 80 00:05:38.820 --> 00:05:43.270 you're just targeting the one company and run ads and customize the ads for 81 00:05:43.270 --> 00:05:48.460 them on gifts, you can personalize the gift because usually you're not doing 82 00:05:48.460 --> 00:05:51.970 gift someone to many, but on one too few, you can personalize it. And then 83 00:05:51.970 --> 00:05:56.470 with calls and following up with like calls, you can target the right people 84 00:05:56.470 --> 00:05:59.380 and even customize the messaging and the follow up sequence for the one too 85 00:05:59.380 --> 00:06:03.830 few versus it was supposed to be more generic for the one too many. Now, 86 00:06:03.830 --> 00:06:07.010 where I think that really gets interesting for an A B M campaign is in 87 00:06:07.010 --> 00:06:11.230 the 1 to 1. This is where to me is gold. But of course, you want to be able to 88 00:06:11.230 --> 00:06:14.460 scale at, which means you have to push out a little further from the 1 to 1 89 00:06:14.460 --> 00:06:17.540 because you can't do one the one with everybody. But it's still be cool to do 90 00:06:17.550 --> 00:06:21.420 one too many. Pull them down the funnel one too few. Pull them down the funnel 91 00:06:21.420 --> 00:06:24.540 1 to 1 right. And this, actually is what a traditional sales funnel looks 92 00:06:24.540 --> 00:06:26.610 like. But in a B M, it still looks a little bit different cause you're 93 00:06:26.610 --> 00:06:29.730 customizing the heck out of everything for just the key accounts that you've 94 00:06:29.730 --> 00:06:33.000 selected. The key accounts. You have data for the key accounts you are 95 00:06:33.000 --> 00:06:37.130 tracking behavior for, so it's different than just your typical 96 00:06:37.130 --> 00:06:41.290 marketing funnel that you would have had in my cup spot or something. And 97 00:06:41.290 --> 00:06:44.650 what a 1 to 1 could look like is a personalized value proposition. 98 00:06:44.650 --> 00:06:49.110 Messaging. Like I said before, a very customized landing page toe where 99 00:06:49.110 --> 00:06:51.750 everything you've picked on their you've picked for this specific person. 100 00:06:51.940 --> 00:06:54.660 You know, you just gonna be reading this because maybe you've talked to 101 00:06:54.660 --> 00:06:58.460 them already. Maybe you know exactly what's going on in there with ads. It's 102 00:06:58.460 --> 00:07:01.170 actually kind of interesting. People go back in the opposite direction when the 103 00:07:01.170 --> 00:07:05.200 personal campaign and just run generic adds to an individual or to a company 104 00:07:05.210 --> 00:07:08.810 to provide what they call air cover, right, so that when you are talking 105 00:07:08.810 --> 00:07:12.840 them and having these personal experiences is personal interactions 106 00:07:12.840 --> 00:07:17.490 with them, they're seeing your ads in general and again. Impressions create 107 00:07:17.490 --> 00:07:20.780 synergy and all that kind of good marketing stuff, but it's providing air 108 00:07:20.780 --> 00:07:24.000 cover, and then when you're reaching out to them with gifts, they're not 109 00:07:24.000 --> 00:07:27.620 just personalized gifts. Their personal, it's because you look them up. You 110 00:07:27.620 --> 00:07:30.980 found out what they were excited about on Facebook or LinkedIn or Twitter or 111 00:07:30.980 --> 00:07:33.570 something, and then you send them a gift that was personalized just for 112 00:07:33.570 --> 00:07:38.080 them. Would it make sense for anybody else? It does for them, right? And then 113 00:07:38.080 --> 00:07:41.550 when you're reaching out to them, you're doing very personal things, like 114 00:07:41.550 --> 00:07:46.780 inviting them to be a guest in your podcast. Shameless plug. Shameless plug. 115 00:07:46.780 --> 00:07:51.960 Don't at me, don't at me. So those are a couple different ways to go ahead it. 116 00:07:52.340 --> 00:07:56.720 And this engagement grid is just a simple tool in order to provide 117 00:07:56.730 --> 00:08:01.210 inspiration. It's not a hard and fast rule. It's really just an inspirational 118 00:08:01.210 --> 00:08:05.940 grid of different ways to approach account based marketing engagement. And 119 00:08:05.940 --> 00:08:09.350 that's it. Hopefully, it's helpful to you. You probably have to draw it out. 120 00:08:09.350 --> 00:08:12.640 As I was explaining it, I like you've seen the visual of it, and the visual 121 00:08:12.640 --> 00:08:16.230 is coming at the end of this month, as I put it into a pdf with all the 122 00:08:16.230 --> 00:08:19.420 learnings I've had from talking to all these practitioners thought Peter's 123 00:08:19.420 --> 00:08:23.360 books and everything on. But I still have a lot to learn. So continue to 124 00:08:23.360 --> 00:08:27.500 join me on this journey. Things I still have to figure out is how to activate 125 00:08:27.500 --> 00:08:29.660 it. Once you've engaged, how do you activate it? How do you have the 126 00:08:29.660 --> 00:08:32.600 handoff with sales, how to sail, speak to marketing, marketing, speak to sales? 127 00:08:32.600 --> 00:08:35.679 I want to figure this out. I still have a lot to learn there. Then how do you 128 00:08:35.679 --> 00:08:39.039 systematically measure this? I'm still have a lot to learn as far as the 129 00:08:39.039 --> 00:08:42.230 analytics behind account based marketing. I got a little bit of it, 130 00:08:42.230 --> 00:08:45.200 but I don't have a systematic framework or approach to look at it yet. That's 131 00:08:45.200 --> 00:08:48.650 what I'm hoping to bring in the weeks to come. Thank you for joining me on 132 00:08:48.650 --> 00:08:51.570 the journey. If you like this, please give us a five star rating. There's 133 00:08:51.570 --> 00:08:55.470 nothing you could do that helps us more than just pulling open the app. Just 134 00:08:55.470 --> 00:08:59.320 tapping that five star. My goodness, no, don't even leave a review. I mean, if 135 00:08:59.320 --> 00:09:02.050 you want to, you can I read the reviews. They're nice 136 00:09:04.640 --> 00:09:09.300 eyes. Your buyer of UDP marketer. If so, you should think about sponsoring this 137 00:09:09.300 --> 00:09:14.250 podcast. B two B Growth gets downloaded over 130,000 times each month, and our 138 00:09:14.250 --> 00:09:18.070 listeners are marketing decision makers. If it sounds interesting, send Logan 139 00:09:18.070 --> 00:09:20.860 and email Logan at sweet Fish media dot com.