Account Based Marketing (ABM)
Verdi has been an early proponent and pioneer in B2B Account Based Marketing beginning In 2007 with a year long program for Kodak’s mammography group for whom we identified buying influences for digital mammography and developed an integrated campaign with email and dimensional direct mail offering appropriate content to mammographers, radiology administrators, and influencers. The goal of the program was to start conversations about digital mammography well in advance of the planned Kodak product introduction in that area.
Since then Verdi has developed a team experienced in every aspect of business-to-business Account Based Marketing, including:
Campaign planning: working with clients to scope, plan and budget for Account Based Marketing programs from pilot to fallout.
List development: working with client sales and marketing teams to develop personas, narrow the list of prospects to target companies, deepen the list within these targets, and plan a high degree of personalization to increase response.
Offer development: working with clients to help create content appropriate to each persona at every stage of the buying continuum.
Technology evaluation: working with clients to help them add a martech stack to their website—capable of channeling relevant content to prospects and capable of tracking prospect consumption of content and linking prospect interest to prospect intention with the goal of surfacing prospects with high intent to purchase.
Content creation: including emails, landing page creation, direct mail including a range from flat mail to dimensional mail.
Program analysis: working with clients to determine factors impacting success and modifying pilot programs to become successful rollouts.
Awards: Verdi clients often win awards for the successful Account Based Marketing programs we launch for them.
Marketing Automation for ABM.
Account Based Marketing depends on making curated content available to various job roles, based a prospect’s readiness to purchase, engagement, and past history. The Verdi Group has partnered with SharpSpring to bring fully integrated marketing automation to those of our clients who need it. If you have a platform already, we can work with it, and if you need one, we can hook you up with SharpSpring at a significant savings over platforms like HubSpot, Pardot, or Marketo. Learn more about SharpSpring.
Ready to talk?
Share a cup of coffee with our Director of Client Services, Mary Bonaccio. We can discuss how Verdi can help you build and maintain an unforgettable account based marketing program. She can be reached at 585.381.4275 ex 201, or firstname.lastname@example.org.
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