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Punch! is searching for a Graduate Sales Development Representative.

This role is ideal for a Graduate who is looking for their first career opportunity.

Full flexibility to work from home. Open to applicants from across the UK.

Salary: £18,000 – £20,000 per annum

Criteria

  • Previous Sales, Telemarketing or Retail experience would be beneficial
  • Able to show good communication skills, particularly in high pressure situations
  • Able to show potential for future leadership
  • Able to use effective social skills to build strong relationships with team members and external clients on the phone and face to face
  • Ambitious, self-starting, and eager to progress within a company

Job Description

  • Generating new sales opportunities via phone, social media and personalised emails
  • Comfortable with a fast paced environment, aiming to progress in their career by consistently meeting sales targets
  • Work in a friendly team environment and encourage other team members in the sales department
  • Excellent verbal and written communication skills, representing Punch! and our clients in a professional manner
  • Use good organisational skills to ensure all data is stored correctly and up-to-date
  • Write accurate reports for all booked opportunities
  • Be proactive and eager to participate in team-building incentives
  • Be a positive influence in the team and uphold the Punch! values – Passion, Excellence, Teamwork and Innovation

Punch! is searching for a Sales Development Manager to manage reps in the sales department, nurture client relationships, and act as a motivational leader to drive sales opportunities for our clients

 

Salary: £25,000 per annum, dependent on experience

Criteria

  • Minimum 2 years experience in sales team management
  • Previous experience managing and motivating a sales team, driving results and hitting targets
  • Experience managing multiple accounts and building relationships with a variety of clients
  • Demonstrate an ability to coach team members to achieve their goals
  • Strong communication skills, written and verbal
  • Strong data management skills, organising CRMs and confidential client data

Job Description

  • Manage a team of Sales Development Representatives to produce quality sales opportunities for clients
  • Motivate the sales team on a day-to-day basis by being a positive, proactive leader
  • Inspire others to perform to the best of their ability and provide managerial support when needed
  • Monitor the ongoing development, results, and professional conduct of team members 
  • Oversee multiple accounts and adapt strategy to accommodate the needs of the client 
  • Organise data for multiple projects, work across several CRMs, and ensure that high standards of data management are maintained
  • Nurture client relationships by being a trusted point of contact, and keeping clients informed of sales opportunities and project progress
  • Regularly identify opportunities within client relationships to up-sell and cross-sell services

Punch! is searching for a B2B Copywriter to join the Creative department. We want someone who will advocate creativity to our clients, and who can convert strategic thinking into exciting concepts and engaging copy.

While the role focuses on B2B content, we’re open to writers who can bring a B2C approach into the B2B space.

Please note this is a full-time position. If you are looking for freelance work, please do not apply.

Salary:  £40,000 – £45,000 per annum, depending on experience

Criteria

  • Minimum of 3 years recent experience as a copywriter
  • Able to create bold ideas and powerful concepts that resonate with audiences
  • Interested in B2B copywriting, and bringing creative thinking to technical topics
  • Previous experience with marketing B2B technology is advantageous
  • Previous experience in a marketing or advertising agency is advantageous
  • Able to handle a variety of mediums such as whitepapers, sales collateral, articles, social media and infographics
  • Passionate about writing for a variety of clients in a positive, collaborative environment

Job Description

  • Work collaboratively with the Creative Lead as a conceptual thinker, using your knowledge on writing to create innovative concepts and ideas
  • Be an advocate for creativity and copywriting, overseeing the quality of work produced by others, proofreading and offering constructive feedback
  • Interrogate briefs and client expectations to create copy that is bold, engaging and creative
  • Use creativity to turn value propositions into powerful copy, transforming strategic language into engaging B2B messaging
  • Prepare, write and edit written content such as articles, sales scripts, infographics, adverts, video scripts and other sales / marketing collateral 
  • Speak directly with clients to assess their needs and adapt your writing style to suit
  • Take complex technical client information and turn it into compelling ideas and consumer facing content
  • Approach writing with a flexible, professional mind-set, open to insight and critique offered by colleagues and clients alike
  • Maintain consistency by ensuring style guides, spelling, punctuation, and proper grammar are adhered to

Punch! is searching for a Strategist to join the Strategy department. They will be able to lead the delivery of strategic thinking for clients, from initial briefing to execution.

Salary: £35,000 – £40,000 depending on experience

Criteria

  • 2 years’ experience in a B2B strategy/planning role (agency or client side), or in a strategic account management role
  • We welcome individuals who have a wide range of previous experience, whether it’s in brand, media, account management, data or research
  • Proven experience responding to a client’s business challenge and crafting strategy for a wide range of campaigns
  • Interested in working on a wide range of clients, predominantly focusing on technology and SaaS businesses
  • Be proactive, positive, independent and eager to learn with a desire to produce effective strategy and great creative work
  • An ambitious individual looking for an opportunity to develop and excel long-term within a fast growing independent agency

Job Description

  • Manage the development of strategy for Account Based Marketing programmes and campaigns alongside other strategists within the department
  • Provide strategic advice and recommendations to clients, maintaining a positive and professional attitude
  • Confidence immersing yourself into a client’s business and wider market to analyse challenges and opportunities
  • Conduct research on a client’s business, brand, industry and audience, and present findings back to the team
  • Independently conduct client meetings and calls to build trust and develop strategic relationships
  • Generate insight through market research or competitor analysis
  • Conduct sector selection, ICP, account selection and TAM, and ensure that best practise in these processes is upheld 
  • Create value propositions that get to the heart of a business, crafting a message that is clear, succinct, and impactful to target audiences
  • Drive to deliver great creative work by producing insightful briefs
  • Lead creative briefings and champion creative work
  • Shows an eagerness to keep on top of market trends, marketing insights, and understands best practice B2B content and execution

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Having a strong desire to do amazing things​

EXCELLENCE

Demanding high performance throughout the whole business

TEAMWORK

Working collaboratively in the most effective and efficient way

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TEAMWORK

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THREE TYPES OF ABM.
WHICH IS RIGHT FOR YOU?

One-to-one, one-to-few, one-to-many, programmatic, lite…it’s understandable why account-based marketing can seem daunting at first! But regardless of the ABM terminology being used, the basic principles are the same. Putting more resources into fewer target accounts who are more likely to convert, and provide a greater ROI. Which kind of ABM approach you should adopt depends on a number of factors. In this blog you’ll find out what the 3 types of ABM are, and which is right for your business.

the three types of ABM

So you’ve decided that adopting an ABM strategy is right for your business and that’s definitely a wise choice.

 

It’s understandable that you might have some concerns, running an ABM programme requires a shift of mind-set. It takes sizeable marketing ‘balls’ to shift resources from more typical marketing strategies to account-based marketing.

 

But that’s exactly what organisations are doing – the number of companies with an advanced ABM programme doubled from 2017 to 2018. And why?

 

Simple – because in a recent study, 97% of marketers reported a higher ROI from ABM than other marketing campaigns. Any successful ABM campaign is one that balances these three measures –

 

  • The likelihood of a given target account buying
  • The resources required to acquire them as a customer
  • The potential ROI to your business if they convert

The differences between the 3 types of ABM are driven by a need to align these factors, so let’s look at exactly what each approach involves and what factors should inform your ABM strategy.

One-to-one ABM

The original and probably best known of the 3 types of ABM, and the approach you’re most likely already familiar with.

One-to-one ABM is a strategic approach that treats your most valuable target accounts as their own individual markets. This means engaging with each of them in a specific and bespoke way.

 

A typical one-to-one campaign would involve targeting 5-10 key target accounts, the ones whose business would make your year or even change the direction of your company.

The resources required to engage with each account in a one-to-one ABM campaign are significant. With that in mind, it’s vital that you have deep insight into how likely the target account is to buy. Intent data is a great way to choose your target accounts based on whether they’re starting a buying journey.

 

By focusing on 10 accounts that you know are likely to buy, you can allocate more resources to engaging with each, knowing that they are more likely to convert and provide you with a great ROI.

You should consider one-to-one ABM as your strategy of choice if –

 

  • You can research the accounts in detail and gather detailed insights on how likely they are to buy
  • Your products and solutions are high-value and high-consideration
  • You’re selling into a mature or even saturated market
  • Your opportunity to close rate is high
  • You have clear and genuine points of differentiation from your competitors
  • Each account has a large number of key stakeholders from whom you need buy-in
  • You have the resources available to create content bespoke to each account
  • You have the available people resources to engage and nurture each target account

One-to-few ABM

One-to-few ABM, or ABM Lite as it’s also known, is a way of using the one-to-one ABM principles and applying them at scale to a greater number of target accounts.

For example, you might be dedicating 40 days per month to your top 5 accounts in a one-to-one strategy.

 

If you then wanted to reach out to your top 30 accounts, you most likely wouldn’t be able to scale up the same approach unless you have 240 days worth of resources available to do this. So what’s the answer?

 

Your best strategy would be to focus on small groups of target accounts, rather than individual accounts. These groups can then be treated as their own individual markets, in the same way as individual accounts were with one-to-one ABM.

 

The most common way to organise accounts into groups of 5-10 is by sub-sector. If you’re targeting the retail sector, your sub-sectors might be fashion, groceries, DIY and homeware.

You can then build specific content that will resonate with that sub-sector, identifying trends and solving their challenges.

Consider one-to-few ABM as your strategy of choice if –

 

  • You have a small addressable market of target accounts
  • You’re selling high-value, high consideration solutions or products
  • You have to get buy-in from 3-4 key stakeholders at each account
  • You’re able to gather insights into the challenges facing each target sector
  • You have the resources available to create sector specific content
  • You have the available people resources to engage and nurture each target account
  • Your product or solution has clear points of differentiation from its competition

One-to-many ABM

One-to-many ABM takes the ABM approach and scales it so the principles can be applied to a larger number of target accounts.

 

How many? That’s up to you, as there are no hard and fast rules as to where one-to-few ends and where one-to-many begins.

 

Similarly, you might be wondering where to draw the line between one-to-many ABM and just ‘marketing’? Well you’re not alone, there’s not a clear agreement even among leading practitioners of ABM.

 

It depends on the lifetime value of those accounts to your business, the greater the value, the fewer you should go for.

 

The average number of accounts for a one-to many campaign according to the ITSMA sits at around 100. However you may choose to go for more than this and dedicate fewer resources to each, or use an approach closer to the one-to-few model, and dedicate more resources to engaging with each account.

You should consider one-to-many ABM as a strategy if –

 

  • You want to increase brand awareness whilst also creating engagement at key accounts
  • Your solution is new to market, or the market need educating on its potential
  • There is one or a couple of key stakeholders at each target account
  • You have the available people resources to engage and nurture each target account
  • Your pipeline to close rate is low and could be improved
  • You don’t have access to information on which accounts are starting a buying journey
  • You need some accounts to convert more quickly in order to see ROI sooner

FIVE TIPS FOR ACCOUNT SELECTION

In these times of uncertainty, making the most out of your marketing budget is more important than ever. In Account-Based Marketing you reduce the number of accounts you target significantly and then increase the amount of resources you spend on them. This makes the actual account selection process very important because you can’t afford for an account that receives significant resource to just fall by the wayside. So with that in mind, here a five tips for best practice account selection.

Have you thought about targeting different industries?

People are getting scared and more cautious about taking meetings and calls. So, who is engaging?

 

Some industries are booming at the moment such as:

 

  • Video conferencing technology
  • Project management tools
  • E-learning
  • Ecommerce
  • Gaming

With an influx in demand, they might just be looking for your solution. But for industries heavily effected, you need to rethink your GTM strategy to be as humane as possible; if your solution is something that would be deemed essential to these businesses – keep helping. If it’s more of a luxury, consider targeting different industries where an influx of demand means they might be on the lookout for your solution.

Sales and Marketing, Name a Better Duo

We always talk about the importance of sales and marketing alignment, but it comes into play with regards to account selection as well. A common mistake is allowing one department to select all of the target accounts for a campaign.

 

If the sales team are solely responsible then you run the risk of them giving you all of the ‘problem’ accounts that they have yet to achieve any traction with. As Jamie Hardin, Senior Marketing Manager of ON24 explains “ABM should be viewed as augmenting the current strategy, not a ‘Hail Mary’ initiative on an inactive account.” Similarly, it would be foolish for marketing to be solely responsible without using the information that sales already have on the accounts that they’ve been engaging with.

This could be information on which accounts are reaching a contract renewal date, previous positive conversations with the clients, or even contacts that could have used your services in a previous role at another company.

By combining the information marketing has alongside insights from sales, your account selection can lay the foundation for a successful campaign.

Are you intent on this?

Utilising intent data is the best way to select accounts. This helps you understand which companies are in a buying window based on the websites they’re visiting and the content they’re consuming. However, platforms such as Bombora and Nexus aren’t at everyone’s disposal, which is why a combination of the above tactics gives the next best chance of selecting accounts that are most likely to convert.

 

Account selection is perhaps the biggest factor in the success of an Account-Based Marketing campaign. Good accounts, that fit your ICP and are showing intent are bound to be successful, whereas accounts that aren’t selected on insight and reasoning are likely to fail. There’s never a sure fire way to pick accounts that are destined to convert, but by following these tips you’ll have a solid foundation for your ABM programme.

Do it early!

One of the most consistent mistakes we come across with account selection is doing it too late in the ABM journey. After first defining your ideal customer profile or ICP (link to other blog) and selecting your sector, you should be looking to choose your accounts. Prioritising selection early on in the process will give you ample time to gather insight into them, allowing you to really personalise your message that will resonate with the target DMU.

Make Sure They Fit Your ICP

Using an ICP to frame your account selection ensures that your target accounts are most likely to be a good fit for your business. It also ensures that you don’t fall for those ‘dream’ accounts that you may have put on the list because you want the logo on your website, or you’ve always dreamed of working with. If they aren’t right for the programme, you shouldn’t be targeting them. It’s not about if you want them, as much as it’s about if they want you.

So, you’re thinking about adopting Account-Based Marketing…

Fantastic! But there are three different types of ABM; one-to-many, one-to-few, and one-to-one. So, which one is right for you? Luckily, we have a handy little calculator that will tell you exactly that.

GO TO THE CALCULATOR