Let's build your ABM messaging framework

I get it. You have multiple channels for ABM and sometimes it gets a bit confusing on what to write to whom, when.

Well here’s a framework we use at Recotap which will make the whole process, as ChatGPT would say, SEAMLESS

Oh wait, I almost forgot. Plugin time! 

This framework and more such wonderful ABM resources are compiled together in a recent article Blume published about ABM. It was written in collaboration with experts, including our CEO, Arun. Check it out.

So coming to the framework

The table pretty much sums up how to go about the strategic part of the messaging process

I’ll explain through an example

Here’s TechFloww -  a provider of advanced workflow management solutions, struggling with traditional marketing methods.

This hypothetical company even has a logo (gotta love the AI age):

Let’s pitch ABM to them.

Awareness Stage

Problem Unaware (Default): TechFloww’s buyers are unaware they have a workflow efficiency problem. The goal is to create awareness about potential challenges.

Example Messaging: "Did you know that 70% of businesses face inefficiencies in their workflow? TechFloww can help figure out yours!”

Problem Aware: Buyers recognize they have a problem but aren't aware of any solutions. TechFloww educates them about their issues and subtly introduces the idea of solutions.

Example Messaging: "Struggling with workflow inefficiencies? Learn how these common issues are costing businesses time and money, and what you can do to address them."

Solution Unaware: Here, buyers know they have a problem and are aware of potential solutions but haven't connected these to their specific needs. TechFloww highlights how their solution addresses unique challenges.

Example Messaging: "Find the perfect workflow tool for your needs. Discover how TechFloww can optimize your operations."

Solution Aware: Buyers understand their problem and the available solutions that could address it. TechFloww provides detailed information to position their solution as the best choice.

Example Messaging: "Our comprehensive workflow management system integrates easily with your existing processes, reducing inefficiencies by up to 30%. Learn more about how it can work for you."

Consideration Stage

Solution Exploration: Buyers actively search for and learn about different solutions available in the market. TechFloww offers comprehensive content that compares options and demonstrates their expertise.

Example Messaging: "Download our free guide to the top workflow management systems, and see how our solution stacks up against alternatives."

Comparison & Shortlisting: Buyers compare various solutions, assessing their features, benefits, and limitations. TechFloww provides side-by-side comparisons and clear differentiators.

Example Messaging: "See how our workflow management system outperforms others in the market with our detailed comparison chart. Understand why businesses choose us when they prioritize efficiency."

Validation & Proof: Buyers seek validation through case studies, reviews, and testimonials to ensure credibility. TechFloww showcases success stories and customer feedback.

Example Messaging: "Don’t just take our word for it. Read how XYZ Corp improved their productivity by 40% using our solution. Here is their success story."

Product Experience: Buyers test or experience the product through demos, trials, or samples. TechFloww ensures an impactful trial experience.

Example Messaging: "Experience the benefits firsthand. Sign up for a free trial of our workflow management system and see how it can level up your output."

Purchase Stage

Evaluation: Buyers conduct a final review of the shortlisted solutions to ensure it meets all requirements. TechFloww provides detailed evaluations and answers any remaining queries.

Example Messaging: "Evaluate our solution with our comprehensive checklist to ensure it meets all your business requirements. Contact us for any specific questions you might have."

Negotiation: Buyers assess any potential risks associated with the purchase, including financial, operational, and reputational risks. TechFloww offers transparent and flexible terms to address these concerns.

Example Messaging: "Let’s discuss how we can make our solution fit your budget and requirements. Our flexible pricing plans are designed to provide maximum value with minimal risk."

Final Decision: Buyers make the final decision to purchase based on their evaluations and assessments. TechFloww ensures a smooth transition from decision to purchase with excellent customer support.

Example Messaging: "Ready to take the next step? Our team is here to assist with a seamless transition and provide ongoing support to ensure your success. Contact us today to get started."

Hope that gives you an idea of how to go about crafting a stage by stage messaging for your ABM. 

If you need more guidance on the same, my CEO is always happy to help. Feel free to DM (Please tell him you came from this newsletter so I get some bragging rights <laugh emoji>

See you next week!

Check out the latest from our comic series:
The Marketing Tales