ABM Best Practices: Pipeline Acceleration with ABM

Leveraging account based marketing for pipeline acceleration – speeding up your sales cycle – helps your business in several ways. 


You generate more revenue which makes your whole team happy. Your marketing gurus smile because they have fewer late nights writing the -nth direct mailer or capabilities deck. And your salesperson can cut back on time dedicated to follow-up lunches (unless Owen Wilson and/or tacos are involved).


But beyond the clear benefit of revenue, accelerating the buyer’s journey also builds your reputation as a competent organization that can complete a sale with little or no friction.  


To illustrate the effects of sales speed, think about a car wash. For the carwash owner, getting the cars through quickly and efficiently means faster cash. For drivers, the goal is a clean car with a minimal investment of time.


Imagine for a moment the patron who, after reaching the head of the line, decides to talk with the car wash attendants. This potential customer with the dirty SUV asks about underbody washes, discount coupons, the type of brushes and soap used, and the softer drying towels used by the competitor down the street.


At the end of the conversation, this ‘qualified lead’ decides to delay driving into the car wash. The car wash attendants are frustrated. The car wash owner takes a shot of antacid for the stress. And every patron waiting in line behind the vacillator squirms and mutters, wondering why the owner doesn’t move the slowpoke aside and let interested customers get the car wash they want. A few drivers pull out of line and head down the street to the competitor with the soft towels.


It’s a tough situation for all involved.


Account-Based Marketing (ABM) can align sales activity with potential customer’s needs, helping close the sale with those ready to buy and guide others who may be on a slower trek to a final decision. Here’s how it works.


Identifying Customer Location in the Pipeline


ABM can help you identify a potential customer’s current mindset. Within your ABM process, you’ve already determined buyer intent and outlined a plan for engagement. Now, after your initial outreach efforts, you can determine your audience’s level of interest.


Did you get a click-through from an online ad, an inquiry, or email sign-up? Was an ebook downloaded or a webinar viewed? And was engagement one-time only, or has it increased? Has interest spurred discussions with a sales team member? Any visits or presentations? By tracking these interactions, you can understand what customers need from you.


Deliver Relevant Information


Once you’ve assessed the customer’s level of engagement, you can provide information to address their questions or concerns, tailoring the timing and delivery vehicle that best fits them.


For those who show interest but are still in the early part of the pipeline, white papers, thought leadership articles, and capabilities presentations are useful for encouraging deeper involvement. For qualified leads, information such as case studies, product comparisons, and customer testimonials have proven to be powerful conversion content.

Evaluate Engagement and Adjust Messaging


Measuring response to your targeted content provides additional direction for your sales team. Favorable feedback from qualified leads can trigger 1:1 meetings, product demonstrations or site visits, and a closed sale. If your content generates additional questions, then adjust your messaging, note where the customer is in the process, and continue.  


If at this point (based on your knowledge of your sales cycle time) a potential customer has stayed too long without going through the carwash, you can let your team know they need to focus on the next car in line.


Targeted marketing can help you accelerate the sales process, generating dollars for your company and satisfaction for your customers. 


Want to learn more? 


We recently teamed-up with OutboundWorks Co-founder and CRO Ben Sardella for a webinar exploring the latest successes and most innovative tools for Account-Based Marketing and Sales.


Getting to deep insights and laser-targeted programs may seem exhausting considering the amount of data that we can collect today. Luckily, machine learning can vastly reduce the time and effort required to test, extract knowledge, grow and improve your pipeline.


In this webinar, we discussed highly precise and efficient ways to boost B2B demand generation and sales engagement. We show you how to:

  • Optimize ads for ABM

  • Improve precision targeting using Machine Learning

  • Ramp up your sales by using lookalike audiences

  • Build rapport with 3 tiers of account personalization

  • Using your subject to get your emails opened


Click here to view this informative webinar from Metadata and OutboundWorks!:


ABM Best Practices: How Air Cover Gets You Covered

In a world where predictive marketing is getting more technical by the second, you need to get savvy with implementing B2B demand generation. You understand the need to Start at the Top of the Funnel (TOFL) and to identify buyer intent, but you’re not quite sure how something called “air cover” fits into the account-based marketing spectrum. 

Air cover can provide a consistent stream of leads when done right. Here’s how air cover gets you (and your business) covered:

1. “Air cover” evolved from OTA programming

The term “air cover” is an industry slang term that was traditionally used to describe TV and radio network coverage of events. Since account-based marketing comes from the technology world, “over the air” programming is more commonly known in programmatic advertising circles as “inbound marketing.”

Just as commercials act as the “in-between” for traditional television and radio, air cover acts as the in-between for programmatic advertising. The main difference is that account-based marketing allows you to focus on the prospects that are most likely to buy. When you reach out to your ideal customer and engage them through personalized content (e.g., an informative podcast, article, or white paper), you replace the old paradigm of “commercials” with modern content marketing that inspires conversations. From there, you can roll out the red carpet and glean top-notch insights.

Take a look at the screenshots of our platform to get an idea of our air cover strategies and capability.

This report shows all vital high level stats for programmatic campaigns that are run through the platform. The biggest benefit that customers get from running programmatic campaigns through metadata.io is the company detail that you see. We can retrieve data on specific targeted companies that are being served impressions, clicking on the ads, and ultimately converting by filling out the form on our customer’s website.

An integrated marketing strategy uses air cover to build awareness about your product before or even at the same time that a sales rep is reaching out. Air cover acts as the “in-between” space between the awareness of the product and the conversation with the sales rep.

The good news is that the content does not need to provide a business case for the product. Let me repeat: Your content does not need to provide a business case for the product. Instead, the content needs to appeal to the customers who are already aware of the need for the product but may just need to learn more about how your product fits into the bigger picture.  

For example, we here at Metadata thrive on educating our audience about why machine learning is the future of marketing. We need to first inform the market that:

We don’t like to toot our own horn (our customers typically do that), but toot, toot!

2. Air cover creates an impression

Data is essential when navigating the world of leads, engagements, and impressions. But you can’t start a meaningful conversation with every contact every time you reach out. Air cover allows you to use B2B marketing artificial intelligence to create awareness of your company’s product or service.

Take a look at the screenshot below.


The experiments view you see above provides a breakdown of performance on all of the experiments that are running on a specific campaign through the platform. A campaign can consist of multiple experiments that are broken out by channel (Social / Display), Audience, Offer Type (Click-Through to Landing Page / Click-Through to a native Facebook or LinkedIn form), and the ad itself (text / creative variants).

Increasing the number of impressions you get through air cover helps to build your brand. When you create compelling content and distribute it through targeted advertising, you create an impression within your target personas. Even if your targeted customer doesn’t take action with your ad, it pops up in their feed which creates an impression. While your targeted customers may not buy right away, your company will be at the top of their mind when the time is right.  

3. Air cover builds momentum

Air cover runs non-stop behind the scenes and it can provide a consistent stream of leads while your business development team creates targeted, tactical campaigns.

According to a report by Conversica, sending an email from an address associated with an individual rather than the company name can increase the click-through rate by 31%. When you personalize your communications with your prospects, you humanize your product so that your potential customers will want to learn more. Here’s an example:

When you combine data with personalization, you glean better insights into consumer behavior, which helps your customers achieve their goals. And what’s better than a win-win?

Want to learn more about how our patented account-based targeting platform can work for you?

Get in touch to see if we can help.