Account-based marketing.

Marketing to segments of one.

We’re hopeful people, we marketers. In trying to reach our audience, we cast our wide net and pray that lots of rewarding opportunities will swim into it.

It doesn’t have to be that way. A well-targeted marketing campaign aimed at the right audience through carefully calculated media channels will remove much of the guesswork.

And they don’t come any more targeted than account-based marketing (ABM). ABM is about taking all of the above to the next level. That is, deciding a strategy, proposition and creative execution and delivering it to a specific individual of your choosing in a high-priority account. Torpedo can help you do this in a structured way.

Firstly, we’ll focus on getting the strategy right. At Torpedo, we believe methodology is more important than technology. We can help you identify the right accounts to aim for. Criteria for this can be more than just potential value. It may be based upon the target’s current position in your sales cycle, or even the prestige that landing a specific ‘big fish’ would bring to your business.

We can help you decide which type of ABM to pursue. Strategic ABM – a one-to-one approach that targets an individual. ABM ‘lite’ – focusing on a handful of accounts, each with slightly tailored content. Programmatic ABM – deploying content to accounts that show similar behaviour to your priority target accounts. This last option can be used to supplement either of the other approaches.

And, of course, we can conceive, produce and deliver the creative idea that will directly communicate the desired message to the desirable prospect.

Start simple. Start small.

Account-based marketing may be a fairly recent weapon in the marketer’s armoury. But we believe it’s a powerful one and, as such, should be handled with care. Our mantra is, if you’re not going to do it properly, then don’t do it at all.

If you’re keen to get going, an ABM pilot programme is a good way to start. We’ve helped several other clients begin their ABM journey this way. Building a pilot programme uses the tools you already have in play and leverages the knowledge and expertise you’ve gained working in your business.

When it’s done right, ABM really pays off. In fact, in a 2019 study by Sirius Decisions called The State of Account Based Marketing, 91% of companies said ABM accounts had higher ROI than the control group, so it’s little wonder so many marketers are talking about it. Talk to us if you’d like to know more.