ABM Methodology

THE FOCUSED APPROACH TO B2B MARKETING

Through 1:1 personalised video, social selling, direct mail, guerilla tactics, account-based ads and more; supported by predictive analytics & intent data, Punch!’s pipeline accelerating ABM methodology personalises the buying journey for your customers turning prospects into advocates.

FLIP YOUR FUNNEL

01 / ORCHESTRATION

It all starts with your audience. Together we'll determine what an ideal customer profile (ICP) looks like to you, this means who in your total addressable market do you want to do business with.

From within these ICP qualified accounts, we'll help you understand your buyer personas; who are the people that influence and drive buying decisions. By choosing ABM, you are committing to a customer centric approach; and to be truly customer centric, you need to understand their pain points, their goals and target them on their terms.

Taking into consideration your buyer personas, and leveraging neuro-marketing techniques, Punch! will develop messaging designed to resonate, intrigue, excite and educate each of your future customers. Your messages will be turned into stories and these stories will be built to engage.

Punch! will create your ABM toolkit and ABM campaign orchestration plan. Your stories will be told through campaigns that use a multitude of channels, designed to generate buzz and completely differentiate you from any of your competitors.

02 / EXECUTION

Having established what your ICP looks like, Punch! will layer on an 'intent score'. This score will help place priority on the companies to target during any given campaign. This intent score is not only based on the actions your target accounts have taken on your own website, but also the actions they've taken across the whole of the internet.

Punch! is able to monitor which of your target accounts are consuming relevant content across millions and millions of websites. This means you'll know exactly which companies are most likely to be in a buying window.

All stakeholders involved in the purchasing decision are then identified. That's influencers, internal champions and final sign-offs. By engaging with all contacts at each target account, you'll gain company wide buy in; resulting in the acceleration of purchasing decisions.

Your campaigns are then delivered through detailed bespoke outreach threads. There's the 'Engage Thread' built to move Prospects through to Opportunities. There's the 'Activate Thread' which goal is to accelerate Opportunities through to Closed Won. And there's the 'Advocate Thread', which purpose is to convert your customers into fans.

By delivering highly personalised content experiences, serving account-based ads and even engaging in guerrilla marketing tactics, your audience will be sure to know who you are and how you can help alleviate their pain points by the end of each campaign!

03 / OPTIMISE & MEASURE

In B2B, the value of Marketing is defined by Sales. With an ABM 'OneTeam' Scorecard, you'll be able to measure conversion right the way through the account-based funnel.

The first step is to measure the number of accounts displaying a high intent score and from these accounts, how many have engaged with you during campaigns. By understanding the engagement percentage we'll be able to analyse what’s working within your ABM 'Engage' program, and make tweaks to optimise future performance.

The most engaged will be classed as Marketing Qualified Accounts (MQAs). These are the accounts your SDR team will want to focus attention on. Once an opportunity has been created, your 'Activate' thread will kick in and we'll measure the percentage of Opportunities moving from Stage 1 to Stage 2 and from Stage 2 to Close.

With a detailed and personalised ABM program, you'll benefit from higher conversion rates, an increase in average deal size and shorter sales cycles.

SO, WHY WORK WITH US?

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