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Increasing engagement is simple, but it’s not easy

When our new customers begin working with their Jabmo Customer Success team, many bring a trove of content; some bring only a little. The idea of coming up with enough content and marketing messaging to maintain the flow of sequenced marketing messages we recommend intimidates many customers. Budgets are tight, and employees are already over-utilized.

But the real challenge is not quantity. It’s quality.

Our Customer Success experts know that sequenced advertising messages amplified into target accounts are crucial in reaching buying decision makers—even those who remain unknown to our customers. But in order for those sequenced messages to resonate, advertising campaigns need to be packed with personal, relevant content. The process for creating these messages is simple to describe but not always easy to execute.

      1. Segmentation: First, B2B marketers must segment their target accounts at a high level, often beginning with industry segmentation and then later narrowing these industry segments further by position in the sales journey, emergent product need, line of business, or other pertinent factors. The segmentation often narrows all the way down to the account level or even a specific geographic location within that account. The degree of segmentation—and the vectors by which the segmentation is executed—are specific to each customer and can take some time to develop.
      2. Message creation: Once its audience is optimally segmented, a company needs to develop appropriate messaging to speak to the specific challenges to be addressed within each segment and a cadence for message refresh must be established.

Executing this simple, two-step plan requires many B2B marketers to think about their marketing in new ways. It also requires a skillset—a mix of organized task master and creative thinker—that can be hard to find, and even harder to keep.

Jabmo’s managed services cover not only campaign management, but also audience segmentation; personal, relevant message creation; A/B testing; and campaign analytics to give customers insights into how these campaigns are improving their businesses and strengthening relationships with customers.

Jabmo’s Meredith Bell, VP of WW Sales & Marketing and Rich Flati, Chief Product Officer recently discussed how to launch and manage a successful ABM campaign. Check out the webinar here to learn more.