You may know in theory what ABM is, but have you ever wondered what it is not? It is important to know how to correctly differentiate when this technique is used or if, on the contrary, we are dealing with another type of similar strategy, since knowing how to differentiate this fine line that separates ABM from other marketing techniques will help you have more arguments in favor of implementing Account Based Marketing in your company.
Most of the time, the concept of ABM is associated with outbound techniques. So much so that from the outside it is seen as a process that consists of choosing a set of companies that you would like to attack and sell to. To do this, many companies that believe they are carrying out a good ABM strategy carry out actions such as:
Use online databases to create an organizational chart for those companies.
Employ tactics such as cold emails and calls, direct mail, and live events to engage key stakeholders at the accounts you found in your research.
This part of outbound is flawed and we see examples of nonsensical ABM emails all the time. I'm sure you've seen examples of this type before too. Instead of calling out any company, I'm going to show you a fictional example compiled of the types of outbound emails we receive below.
In the image below, you can technically see an ABM-based email. However, it’s still invasive, right? There are a few things wrong with this type of ABM email from a user experience perspective, which we’ll discuss below.
LinkedIn Message (1)LinkedIn Message 2
First, although my colleague Susana may be interested in seo education & blog library the solutions that are being offered to us in the messages, it is clear that the communication that is being carried out is not personalized (it is clear that there are tokens in the messages) and that this message is sent massively to more people.
Another clear example of the lack of personalized interaction is that, when my colleague Susana's position is posted, it is not updated and her profile has not been checked either, because she is the Content Manager and of course she creates and supervises all of InboundCycle's content.
Also, speaking to another person within the agency, we realized that he sent this same message to several people on the team.
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Considering this, do you think this type of strategy can work?
So, even though the email is fine in terms of the tone and the message it sends, it is still very cold, so the chances of Susan showing interest are very low.