Account-based marketing (ABM) is a strategy that focuses on accounts rather than individuals. These accounts should be made up of your ideal lead or prospects and should target the key decision-makers of those accounts. ABM relies heavily on personalized messages, emails, and content to these decision-makers.
Knowing who these decision-makers are and giving them personalized content, messages, and advertising becomes key to a successful marketing campaign when using ABM.
So how do you know what your target account is?
- Generally, anyone who is already a customer that you can expand within
- Companies that visit your website often
- Specific criteria that makes up a hot Lead or Prospect (i.e. employee size, or location)
With Qualified ABM, you can capitalize on that brief moment where your product is top of mind for your target account and expand a casual website visit into a real selling opportunity.
In this article, we’ll go over how to target your ABM Accounts within your Qualified Experiences. You’ll also want to take advantage of setting up our other ABM features as well:
- Instant Alerts to your sales team
- 360 Visitor View of your website visitors
- Advanced Routing to your Salesforce Account owners
Salesforce Setup
It’s important that within Salesforce you can easily target your ABM accounts. In most setups, you’ll see an added picklist field to the Account & Opportunity page layout titled “ABM.” You might also see ABM Tiers set up so that you can get more granular and mark those ABM accounts with tiers such as Diamond or Gold.
We recommend something similar to what is shown above on each account so that you can easily target your high-value accounts or opportunities in future campaigns and in your Qualified experiences.
Reveal Information About the Visitor
Before you begin creating your experiences within Qualified, you’ll want to look into investing in a data source that helps pull information about your anonymous website visitors to give you a better view of who they are and help you better determine what experience you’d like for them to have on your site. This is especially important for your ABM strategy.
While Qualified straight out of the box easily searches for known contacts, leads, and prospects, adding in the power of data sourcing will help you gather information on those visitors you might not know who fit into your ABM target accounts as well.
Qualified integrates with the following data sourcing software currently: Clearbit, 6sense, and Demandbase.
Set Up Target Account Lists
If you’re using ABM you’ll understand the importance of targeting certain accounts immediately as soon as they hit your website.
Our Targeted Accounts feature allows for you to create lists based on your high-value Accounts or Opportunities and later on trigger specific experiences or alerts for the visitors that belong to these Accounts and Opportunities as soon as they hit your site. Make sure to visit our detailed guide on setting up your target account lists before moving on to the next step.
Setup Your Experience Trigger
Now that your Salesforce is set up to quickly identify your high-value accounts and you have your Target Account Lists, create a new experience or edit an existing one that you’d like to use to target these accounts and deliver customized content.
In your experience, the first thing you’ll do is add your trigger to show this experience to only those high-value ABM accounts or opportunities. You have two options:
- Trigger the experience based on your Target Account Lists previously created.
- Select the contact or opportunities field you'd like to trigger your experience from. For example, only initiate the experience is their ABM Tier equals "Diamond."
Similarly, you can set up your trigger if your contact in Pardot or Salesforce is at a certain stage in the sales cycles as seen below.
ABM Red Carpet Experience
As visitors come to your site Qualified (with the help of Salesforce, Clearbit, or 6sense) determine what company they work for and if they fit into your ABM target account category. Based on the information we gather, we will then display the experience that you’ve created for these particular accounts or opportunities. In this case, we recommend putting into place our experience called the ABM Red Carpet.
You should "roll out" The ABM Red Carpet on all of your high traffic landing pages as well as any landing pages that you've created specifically for your ABM Target Accounts. If there's a chance that an ABM Account ends up on a page, you should strongly consider using this experience to engage them.
Summary
With Qualified ABM you can capitalize on that brief moment where your product is top of mind for your target account and expand a casual website visit into a real selling opportunity. You now know how to set up your Salesforce instance to quickly identify your ABM Accounts & Opportunities, trigger Experiences for those visitors, and roll out the red carpet for them using personalization within Qualified.
.svg)
