If you’re a regular user of WhatsApp, take a look at your last few group messages. Maybe they’re about a recent stag or hen do? A close group of friends you grew up with? Or your team at work? Whatever they are, you’ll probably see three common themes: people you like talking to, you share interests with and you want to meet up with.
ABM campaigns are a bit like WhatsApp groups in that sense: you choose the people you want to engage with, share relevant information with them and propose a future meeting.
As part of Effectiveness Week, Verizon’s Kerry Scotland, Associate Director Marketing APAC sat down with our very own Will Clark, Global Strategic ABM Solution Lead. Together they talked about how you can take ABM programmes further, and crank up your targeting with one-to-one campaigns across different regions.
If you missed it, or want to see it again, you can watch the video below, for their key insights like:
Why it’s important to recognise your differences
You and your customers have different pressures to deal with. But ultimately, you’re both trying to grow and expand your business. Kerry and Will discussed how specific ABM campaigns for smaller audiences can help both of you reach your goals.
How getting different business areas working together can boost success
From post-sale engagement to choosing the right target audiences, specific campaigns can help with better and more relevant communication. The more targeted your message, the more likely your audience will listen and interact with it.
When to adapt existing ABM campaigns to help with quick wins
ABM Lite campaigns are ideal when you need to respond to a last-minute opportunity or want to try something new. You can use what you’ve already built, whether it’s content or messaging, and apply it to new opportunities quickly.
How strategic engagement can help you build better relationships
Making sure your messaging is carefully aligned with the needs and challenges of your audience is key to a successful ABM campaign. The more you talk to them about relevant topics, the more they’ll see you as a business they’ll want to work with.
It’s all in the delivery
Scaling up your ABM campaigns to reach a wider audience can be a big job. It’s asking a lot to craft and hone messaging for multiple different audiences. What one particular audience may find interesting, another may find tedious. But it’s vital if you want to take your ABM game to the next level.
After all, no one wants to be in a WhatsApp group that’s no longer relevant. The same can be said when it comes to your ABM campaigns!
This on-demand session is part of Effectiveness Week 2024, peering into the minds of marketing thought leaders dedicated to efficiently reaching B2B strategic goals. Access the rest of the sessions here and hear from executives across the industry.
You can also download our ABM planning guide here for trends and inspiration that will help drive your ABM success in 2025 and beyond!