ABM Best Practices: Named Account Marketing

Sometimes it feels like your lead generation efforts amount to throwing money out the window.

   

If your sales and marketing teams are spending time and money to bring potential customers into the funnel, but your hit rate is single-digit, then it’s time to think about using Named Account Marketing.

What is a Named Account in ABM?  

The term ‘named account’ might have come up during your latest brainstorming session about a strategy for lead generation. And no, it’s not those off-color nicknames you might have for your more challenging prospects.

 

A named account is one that has been identified as a valuable potential customer, based on predefined metrics, such as sales revenue, location, ‘fit’ with your industry, strategy and current customer base, existing relationships and current needs (on both sides of the table).

 

Responsibility for calling on this prospective company – and all relevant decision makers from the CEO to the purchasing manager — is then assigned to a specific sales and marketing team.

 

At metadata.io, we call these opportunities ‘target accounts.’  We’ve outlined our approach for identifying buyer intent and developing persona insights in earlier posts. Our guidelines help you dig deeper than basic metrics to more precisely define your target or ‘named’ accounts.   

 

Benefits of a Named Account Strategy

 

In a B2B world, decisions are rarely made by a single individual. According to the Harvard Business Review, “the number of people involved in B2B solutions purchases has climbed from an average of 5.4 two years ago to 6.8 today, and these stakeholders come from a lengthening roster of roles, functions, and geographies.”

 

A Named Account strategy improves the efficiency of your selling efforts. Here’s how:

  • Assigning responsibilities prevents duplicated efforts by your sales team,  

  • The customer will have a single point of contact for streamlined communication.

 

The decision to move to a Named Account selling strategy can exist outside of Account Based Marketing.

 

But simply identifying potential customers to call on without a supporting marketing plan is like buying all the ingredients for a great meal, leaving them on the kitchen counter and hoping the meal appears.

 

Named Account Marketing acts as the ‘chef’ bringing together the right combination of ingredients to deliver a compelling, ‘tasty’ and personalized message for potential customers to savor, so much so that they return to the buffet for more.

     

 

Tailoring your informational menu to specific accounts can be completed manually, but data-driven approaches are more likely to improve your team’s efficiency as they develop targeted materials and strategies.

 

To get the most out of your named account marketing efforts, focus on these ideas:

  • Remember your customers are people – not leads. Although targeting activities may be data-driven, you’re still dealing with 3D, real human beings who, for the most part, are trying to do their best every day to fulfill their responsibilities. Listening to and establishing connections with customers – beyond the products and services you are selling – can start with simple actions like asking about their challenges or gathering reactions to issues affecting their business. Just as the chef chats with his customers prior to serving them food, your marketing efforts should include conversation, not a one-way monologue.

  • Be there for your customers when they need your help. The earlier conversation helps build trust and provides you with insight into current needs. With that context, you can develop and deliver content to make life a little easier for your customers, adapting information to reflect specific roles. As needs change, so can your content. Timely, relevant information deepens the relationship with the customer and enhances your team’s credibility and value.

  • Communicate in the customers’ language. The chef doesn’t tell you about the emulsified egg yolk, melted butter, water and vinegar reduction. He tells you about Hollandaise sauce, or better yet, he shows you the mouth-watering sauce and you’re nodding and saying, ‘yes, please’ to another spoonful.

Conversational, engaging, funny content makes you approachable and relatable. Even though we think the metadata approach demonstrates out-of-the-box thinking that will create a paradigm shift and leverage big data to generate high ROI, we try not to mention it.

  • Have a robust menu of content. While you can’t address all the styles of learning with online content, you can develop a menu of informative resources to meet the varied needs (and data appetites) of your audiences.

  • Infographics provide quick visual summaries of complex information.

  • Videos add a dimension of sound to images and have a range of uses, from product demonstrations to expert interviews, customer testimonials and personalized messages.

  • Webinars can facilitate social interaction and group learning.

  • Landing pages can also encourage interaction while delivering specific information in a variety of formats.

  • Case studies can act as a surrogate for ‘hands-on’ experience, since they illustrate through words and visuals how your solution helps address customer problems.

  • Whitepapers offer logical, fact-based and detailed explanations to download and read in a solitary and as-needed setting.

  • Determine the best methods for reaching your customers. At metadata.io, we know that getting the right message delivered through the right channel will make your marketing efforts more effective. We can quickly and easily evaluate your content menu across several online channels using multivariate testing to help you find the best combination for your customers.

  • Refine your ‘menu’ and communication approach over time. As conditions and customers change and evolve, you’ll need to tweak your named account marketing efforts. Even the chef adds a bit more salt (or butter!) to the Hollandaise sauce occasionally to improve customer satisfaction.

How Named Account Marketing Works for You

 

Named Account marketing facilitates conversations, fosters trust and builds relationships. It allows you to walk with customers in their environment, at their pace, and demonstrate how your company can help address the problems they’re facing.

 

When done right, Named Account marketing will lead the customer to turn to you and say, “Thanks, now, let’s draw up that contract and I’ll get you a purchase order.”

 

And the best news? You don’t have to go to the Culinary Institute (of Marketing) to provide a satisfying marketing program to your Named Account. We’re here to help.

Unlocking B2B Account-Based Marketing on Facebook

Facebook’s B2B Problem

Marketers have to decide where they want to spend their budget, and that’s a big question when you have so many channels and sources to choose from: Google, Instagram, LinkedIn, Quora, Twitter, and Facebook just to name a few. For B2B marketers, the decision will usually come down to where their best prospects are likely to be and where they can target their dollars effectively. Linkedin and Google usually float to the top, which are two of the primary channels for B2B marketing. But what about tapping into Facebook’s huge audience?


When targeting for B2B, LinkedIn and Google have always been more popular and effective than Facebook, because of their more specific business targeting capabilities. For example, in LinkedIn you can target by your prospect’s title, department, industry, company size, location, etc. In Google PPC, you can bid on terms that you know your prospects will be searching for. And in Google Display, you can target based on things like search buying intent, retargeting, and some business attributes. Sure, you can do some of this in Facebook; however, most users aren’t adding that information to their profile.


Marketers are generating a lot of interest and demand by advertising their products on Facebook because of how easy it is to get people to convert from newsfeed and lead gen forms, but B2B marketers are being left behind. This is because the vast majority of Facebook revenue comes from B2C marketers, which is who Facebook tailored their product to. Because the native targeting tools are limited, it only leaves B2B markers with one viable option, which is having to manually upload their own custom audience into Facebook. The problem with this is that most B2B marketers have a database filled with business email addresses, while most people signed up with Facebook using personal emails, resulting in a match rate under 5%. This leaves you left with 3 bad options on the table; you can over-advertise to people who don’t care, you can reach only 5% of the people you want to target, or you can ignore the channel completely. None of those are going to help you hit your revenue or MQLs goals.

Solving B2B on Facebook

metadata.io can unlock ABM on Facebook for you by bringing B2B targeting to the channel. With our platform, you can now target on Facebook by title, industry, company size, company name, contact, seniority, department, location, and the tools in their tech stack. If an account shows intent for your product, metadata.io will find the correct contacts and translate that audience into personal email addresses, business email addresses, mobile device IDs, cookies, and IP addresses. metadata.io will use these pieces of information to identify and match the correct contacts on Facebook, with an average 40% match rate, resulting on average in a 10x increase in reachable audience (which we believe is the highest possible today in a B2B setting), without sacrificing quality.


Once the platform has identified your target prospects, we run dozens to thousands of multivariate tests, operational tasks, and paid digital campaign optimizations in real time to ensure marketing investments provide positive ROI and desired results. metadata.io is the future of B2B marketing.

 

About metadata.io

 

 

metadata.io is a B2B ABM orchestration platform that uses AI to optimize campaigns to outcomes that CMOs care about, at unbelievable scale. Metadata’s patented AI operator leverages your existing technologies to identify your ideal cusomer profile, build lookalike and named-account custom audiences, then automatically deploy campaigns at scale to deliver a predictable, qualified inbound lead flow. Customers like Nutanix, Splunk, Zoom, G2, and Zendesk trust Metadata as their ABM technology partner.


Want to learn more about how we can help you target and reach your business audience more effectively on Facebook?
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