Anandsankar Karan👋
"Thinking you can trick Google? They've seen more tricks than a street magician in Chandni Chowk."
Service:
Account Based Marketing (ABM) Initiatives
ABM Strategy & Targeted OutreachOverview
Developed and implemented an Account Based Marketing (ABM) strategy for a B2B technology company targeting enterprise-level clients in the financial services sector. The goal was to engage key stakeholders within a select list of high-value accounts.
Research: Identified a list of 20 key target accounts based on the client's ideal customer profile and revenue potential. Researched the key decision-makers and influencers within each target account, understanding their roles, priorities, and pain points.
Information Architecture: Created personalized content assets, including case studies and tailored presentations, addressing the specific needs and challenges of the target accounts. Developed targeted landing pages for specific account outreach.
Challenges
Implementing an Account Based Marketing (ABM) strategy to engage high-value enterprise clients required overcoming specific hurdles related to personalization and impact.
Executive Engagement
- Challenge: Gaining the attention of busy executives within large enterprise organizations.
- Solution: Developed personalized outreach sequences utilizing LinkedIn Sales Navigator and targeted email communication, referencing specific company challenges and offering tailored solutions.
Content Personalization
- Challenge: Delivering highly personalized and relevant content that resonates with individual stakeholders.
- Solution: Created custom content assets (e.g., case studies, white papers) highlighting the value proposition for each target account. Leveraged targeted LinkedIn Ads to reach specific stakeholders within these accounts.
Impact Measurement:
- Challenge: Measuring the impact of ABM efforts on the sales pipeline and deal closure.
- Solution: Worked closely with the sales team to track engagement with target accounts and measure progress through the sales pipeline, from initial contact to opportunity creation and deal closure.
Results
Secured meetings with key stakeholders in 70% of the target accounts. The ABM efforts directly contributed to 3 new enterprise-level opportunities within the first 6 months, with an estimated potential deal value of $X million.
