Account Based Marketing
Account-Based Marketing (ABM) is a crucial component of modern marketing, allowing businesses to target specific customers with highly personalized campaigns. TLM adds its unique touch to ABM, focusing on securing qualified appointments in the process.
Generic messaging may yield leads, but more personalized email marketing campaigns significantly increase the likelihood of landing a lead.
TLM is a leading provider of lead generation and appointment setting services for B2B companies. With our expertise in email marketing, we understand what kind of emails resonate with prospects. We apply this knowledge to ABM campaigns to drive responses, even from contacts or companies that may have slipped off your radar.
Types of companies to target with an ABM campaign:
- Local companies of a significant size with whom you'd like to do business.
- Nearby companies with relevant success stories that you can share.
- Individuals you’ve lost touch with but had meaningful interactions in the past.
- Specific industries where you foresee future opportunities and want to increase business.
Let’s take a closer look at each group and how to design an email marketing campaign for them.
Local companies you'd like to do business with
We all evaluate prospecting parameters to identify companies we’d like to work with, even if we haven’t done similar business in the past. Your expertise and skilled technicians can make a difference for these companies. There's no rule against pursuing industries or businesses you’ve never worked with before.
Example: One of our clients, a Philadelphia-based MSP, sought to expand into the non-profit sector despite having limited prior experience. We profiled key contacts at local non-profits and launched a campaign that resulted in two qualified leads.
Nearby companies with relevant success stories
If you have success stories that align with the needs of local or nearby companies, ABM is a perfect strategy. You can craft a special campaign that highlights both local challenges and your expertise.
Example: For one of our Torrance-based clients, we referenced local traffic issues, sparking relevant conversations with prospects. This approach, combined with our industry expertise, helped secure meetings with potential clients. TLM has the expertise to execute this kind of account-based marketing strategy.
Reconnecting with individuals you've lost touch with
It’s not uncommon to lose touch with individuals who were once interested in doing business with you. ABM can help rekindle these relationships. TLM can create highly targeted messaging to remind them of past conversations or meetings, and with your input, we can craft compelling follow-up emails.
We’ve executed 93 such campaigns, receiving positive feedback from many prospects, though some responses indicated different priorities. Regardless, these campaigns are an effective way to understand which prospects require continued follow-up.
Targeting specific industries for future opportunities
When you have experience in a particular industry, you often have insights into the kind of projects you might encounter in the future. With ABM, you can capitalize on this knowledge to pursue new opportunities, even in industries where infrastructure varies significantly.
Example: A Dallas-based MSP, with many industrial clients, targeted all industrial companies in the area. The campaign resulted in positive feedback, with several responses converting into new business wins.
“It’s important to know what messaging to use rather than running random campaigns”
By configuring ABM campaigns for different scenarios, TLM has successfully driven positive responses. In lead generation and appointment setting, it’s crucial to get the strategy right. ABM is an essential tool for generating sales-qualified leads, which stand out in comparison to other campaigns.
To launch an ABM campaign, you need an experienced team capable of executing it and delivering sales-qualified leads. At TLM, our core expertise lies in email marketing, which we enhance with account-based marketing and targeted campaigns to help customers connect with their ideal prospects.
In ABM campaigns, three key elements are crucial for success:
- Subject line
- Email body
- Clear CTA (Call-to-Action)
Subject Lines
Subject lines in ABM campaigns are critical because they help your email stand out in a crowded inbox. Decision-makers are constantly being targeted by numerous companies, each doing their best to capture attention. It’s important to remember that you're not the only one using email marketing or account-based marketing to reach them.
Many mistakes are made with email subject lines, even though this is one of the most important factors. It's essential to craft subject lines that not only bypass spam filters but also avoid looking spammy in the recipient’s inbox. Often, people think getting past spam filters is the only challenge, but even when an email lands in the inbox, recipients may delete it based solely on the subject line. That’s why getting the subject line right is crucial.
Email Body
Once your subject line grabs attention, the next critical element is the content of the email itself. The email body must be well-written, especially for ABM, where personalized messaging can make all the difference.
At TLM, we break down email writing into three parts: the opening statement, the body, and the CTA.
- The opening statement should set the tone for why you're reaching out. It can be humorous or formal, but in ABM, it’s best to address the situation and explain the reason for contact.
- The body of the email should briefly introduce your interaction, business, or expertise. A key rule: “Short emails are always better than long paragraphs.” Mastering the ability to convey important information in concise paragraphs is vital. Our customers rely on us to write compelling, short-form emails that get results.
Clear CTA (Call-to-Action)
The third and perhaps most crucial element is the CTA. If you’re sending emails with the goal of receiving a response, the CTA must be clear and direct. At TLM, we view every email as a transaction—there should always be an expectation of a response or some action in return.
Each email we send includes a clear CTA, whether it’s to schedule a call, book time on our calendar, or request follow-up information. The ultimate goal is to engage the prospect and move the conversation forward.
“Never lose hope with a prospect; always aim to secure an appointment”
At TLM, we book around 500-600 appointments each month—some are direct schedules, while others are follow-ups for future opportunities.
By focusing on these three key elements—strong subject lines, concise email bodies, and clear CTAs—TLM consistently drives meaningful engagement with prospects and helps clients achieve their goals through ABM campaigns.
You can explore our case studies to see how we make a difference. If you’d like to talk to our team, click on Schedule a Call, and you’ll be directed to our calendar.