Relevance in ABM

Relevance in marketing has become a popular buzzword recently

And there’s a whole discourse around how much relevance is not too much

Well in ABM, relevance is everything.

That’s the whole point of defining ICPs, personalizing content et al right?

If you’re eager to learn how to stay relevant, depending on the 4 different stages a prospect goes through- read on.

Stage 1: Problem Aware, Solution Aware, but not ready for your offering

We meet a lot of companies who want to start ABM but are too early for Recotap.

We don’t drop the ball on them. 

Instead we use our full-blown content distribution system to stay top of their mind.

LinkedIn, Newsletters, Podcasts, Comics; the entry points are numerous.

The distribution is planned in such a way that anyone who comes across any one of these, will ultimately be exposed to all other touchpoints too

Pretty much like some of you reading this newsletter right now

Stage 2: Problem Aware, Solution Aware, Deciding Service Provider

This is where relevance is most crucial of the 4

Your brand should seem omnipresent and all messaging directly addressing their pain points

You have to make it clear without a doubt that you’re the best option

Stage 3: Execution Team Is Convinced, Management Team is Considering

This is our favourite stage

And easiest to score high on relevance

You have the real time pain points to be addressed thanks to your champions

You know exactly what to do and how to do it

Now just get to work and give all the ammo your champions require

Give air cover through personalized ads

This is the perfect time to add CXO roles to your campaign target groups.

Stage 4: They want you, but later

We’ve all been in this tumultuously uncertain stage

The prospect wants you

But because of some reason like budget approval or pending hires, the buying is postponed

“We shall revisit this discussion x months later” ~their email reads

If one is not careful during this time period, you could end up with an almost Closed Won

It is important to stay top of mind through this stage, but not be pushy

Get them to your content channels just like in Stage 1

Add extended personalized email nurtures that span throughout the x months they mentioned.

If your usual nurtures are set to go every week, these can go every other week

Intermittently run ads to them. These don’t need to go consistently. They can be timed to complement your nurtures

And if you host webinars, podcasts etc, invite your champion sometime too.

Do this until the conversation is restarted

Hope this helps you stay even more relevant!

That’s all for this week folks.