There is a ton of great content out there on account-based marketing: what it is, why it works, and how it works. This is not one of those overview articles (but this one is.) Today we’re getting down and dirty in one specific area of ABM: prospecting.
Prospecting is really Step 2 in account-based marketing. Step 1 is determining who you want to reach. Let’s start there.
Close your eyes. Hypothetically speaking, picture your ideal deal.
Write all of this down. This will be your prospecting guide. You’ll use this to research and collect accounts that match this criteria.
With your ideal account criteria ready to go, it’s time to start prospecting and build your list.
1. Start with what you know.
You probably already have a couple accounts in mind that you’d love to get your hands on. The free but slightly more time-consuming way to gather your account info is to use a combination of LinkedIn and Google.
2. Begin with LinkedIn.
3. Move onto a Google search.
Once you’ve collected information from LinkedIn, you probably have a couple blank columns—mainly the email column. The email column is the most important piece of information to gather. Here’s how to search for it:
If you have a huge list and need to save time, or you’re having trouble finding your contacts online, there are more than a couple of other options.
4. Use tools to fill in the gaps (or if you want to get there faster).
If there’s a need, you bet there’s a company out there willing to help you satisfy it—in exchange for a little $$ of course. Here are some seriously impressive tools that, at a minimum, cut your prospecting time in half (or more) by building out your list for you in your CRM (Clearbit, Headreach, and FullContact. All you have to do is enter the criteria you brainstormed earlier.
Note that are many ABM-specific tools that can also help with this part, like the popular Terminus and DemandBase. These sophisticated tools provide a wide array of features and go way beyond prospecting—like providing paid ad services to target your lists on the web.
I would encourage you to do your research to determine what’s a best fit for your company and your team size. Remember to also include your marketing team in the process, as the best account-based marketing strategies require sales and marketing alignment.
If you have additional prospecting tips or questions, pop them in the comments! And if you’re ready to get serious about ABM and need someone to do it for you, contact us. We’re experienced and ready to help.
Sheila Villalobos is a PMG Account Manager and trend tracking extraordinaire. When she’s not being her naturally resourceful self and figuring out new ways to use old marketing tools, you can find her staying up to date on all things web design, ABM, contextual marketing and strategy (and writing blogs about them).
Tags: Account-Based Marketing