Account-Based Marketing For Employee Email

Posted: Updated:

What is Account-Based Marketing?

Account-based marketing provides a strategy for B2B companies who want to grow revenue by focusing on the best-fit prospects. Most marketing strategies include a broad approach to lead generation with the goal of capturing as many leads as possible, but 65 percent of marketers still say generating traffic and leads is their top challenge. ABM is a focused approach in which marketing and sales teams work together to target best-fit accounts and turn them into customers. And, it takes into account that most B2B buying decisions aren’t made by a single person, but rather a collective group within a company. In other words, ABM targets companies, not personas.

As technology expands and high-stakes deals happen more regularly, and in more departments, more people are involved in the decision-making process. In fact, 34 percent of B2B buyers have increased the number of stakeholders involved in the purchase process. For any given sales, anywhere between seven and twenty people are involved in the decision.

That’s where ABM comes into play. Account-based marketing is powerful because it can market to specific companies instead of wasting time (and money) on unqualified or unideal prospects. And believe it or not, ABM has higher ROI than any other marketing activity, according to 97 percent of marketers in a survey by Alterra Group. ABM provides a framework of efficiency for your marketing and sales team.

The Impact of Employee Email

Email is the channel preferred by most professionals for business-related communications. More than 215 billion emails are sent a day. People love email, but they hate that they love email. Most American workers spend an average of 6.3 hours a day in their inbox.

Email signature marketing is an enormous opportunity to add personalized, but scalable, content resources into the billions of organic conversations that are already happening.

Organizations are scaling targeted content in every employee email to give their accounts a unified message that’s both unique and highly valuable. They’re optimizing the channel by using technology that helps them make decisions based on the data. Marketing departments are crafting a content distribution strategy drawn from the click-through rate of an email signature banner. They’re looking at the recipient-level data and the engagement over time to help drive marketing ROI.

Marketers invest time into the email signature because it can’t be outbid. And with 200 million people worldwide using ad blockers, email signatures can be a powerful way to get your message across to the people who matter most — without having to worry about being blocked out. It’s an owned channel that’s right under your nose. And it’s organic - you’re already engaging in daily email exchanges with these accounts.

A Natural Channel For Account-Based Marketing

For marketers, getting content in front of the right people at the right time is hard. It has to be relevant, relatable and authentic. To help with this, teams are using employee email to send personalized content to the right people at the right time. Savvy marketers understand why it’s important to develop a strategy around email and see it as a set of meaningful customer touchpoints.

And now, for the first time ever, marketers can tap into employee email to deliver 1:1 targeted content to specific accounts, industries and regions. With account-based marketing functionality, users can assign an email signature campaign to individual recipients. When an email is sent to these recipients, the banner can dynamically update and serve personalized content.

"For our ABM strategy, we work closely with sales to identify the accounts to target and then use personalized, timed communications to engage those contacts across multiple-channels, including email, social, and retargeting," said Michelle Huff, CMO at Act-On Software. "And now we can include employee email into the marketing mix and deliver even more personalized engagements at scale."

By adding employee email to your ABM mix, marketers can increase account relevance, align email signature marketing activity with account strategies, increase campaign engagement and inspire customers and prospects with compelling content.

Pair the content you already have with a channel you already own. Employee email and account-based targeting can become a new secret weapon for your marketing team.

Bryan Wade is chief executive officer of Sigstr.

  • Perspectives

    • Making Numbers Work Harder For You

      Sencha CEO Art Landro believes the world has created more data in the last two years than in the preceding 5,000, and that we'll probably create even more than that before this year ends. In every aspect of our lives, we're absolutely drowning in data.

    More

Subscribe

Name:
Company Name:
Email:
Confirm Email:
HTML
INside Edge
Morning Briefing
BigWigs & New Gigs
Life Sciences Indiana
Indiana Connections
INPower
Subscribe
Unsubscribe

Events



  • Most Popular Stories

    • Indy as Amazon 'HQ2' Finalist a 'Powerful Statement'

      The chief executive officer of the state's technology growth initiative is comparing efforts to land Indianapolis a planned, $5 billion Amazon.com Inc. (Nasdaq: AMZN) headquarters to the city's 2012 Super Bowl bid. TechPoint's Mike Langellier says Indy's inclusion on a list of 20 finalists makes a "powerful statement" to other companies looking for prime locations. Langellier said the city meshes with what Amazon is seeking in areas including...

    • New Nonstops For South Bend, Fort Wayne

      New nonstop flights are coming this summer to South Bend and Fort Wayne. American Airlines to restart operations at South Bend International Airport with twice-daily flights to Dallas/Fort Worth International Airport and Charlotte Douglas International Airport. The airline is also adding daily nonstop service between Fort Wayne International Airport and Philadelphia International Airport.

    • Indy Companies Among Best For Remote Jobs

      Two Indianapolis-based companies are included in the “100 Top Companies with Remote Jobs in 2018” from job search website Flexjobs. The companies are ranked based on the number of remote jobs listed in 2017.

    • Indiana Conference For Women Names Executive Director

      The Indiana Conference for Women has named its first executive director. Marie Davis, who previously served as director of communications strategy for Lieutenant Governor Suzanne Crouch, will take on the newly-created role. Davis is also the co-founder and former chief executive officer of Keystone Message Integration in Carmel and a former board member for the National Association of Women Business Owners. Billie Dragoo-Garcia, co-founder of the Indiana Confe...

    • Amazon Bid Draws Eyes to Northwest Indiana

      The mayor of Hammond says, while northwest Indiana was not included in the list of 20 finalists to land Amazon.com Inc.'s (Nasdaq: AMZN) second headquarters, the region's pitch has drawn other interest. Tom McDermott tells our partners at The Times of Northwest Indiana another company is pursuing a $200 million development in the Lake County city. While he declined to name the company considering the investment, McDermott says it involves a tech project at the old State Line...