Even though ABM messaging is new to the world of B2B marketing, many marketers have started focusing on generating account-relevant content and messages. Nailing personalization and addressing the customer’s problems fuel the ABM efforts.
It is common sense to stick to a working marketing for your business. However, the only way to keep your strategy dynamic is to inject it with creative messaging, tactical approaches, and fresh ideas.
A successful ABM messaging strategy attracts a hoard of new prospects. But creating it is not easy as it seems.
5 ways to create a strategic ABM messaging
You can include the following ways in your ABM messaging strategy and increase your positive replies, customer conversations, conversion rate, and sales.
Win them with a great subject
Your effort will go into vain if the prospects won’t read it entirely. Therefore, the first sentence of a great subject is a great deal. It creates a big difference and encourages the prospects to read your message till the end.
Your subject or the first line must be appealing enough to make the reader fall in love with your product or service. Having said that, it should be impactful, meaningful, and concise. Most avid readers tend to ditch the long subject lines.
Your subject line can be in a form of a question related to their dreams or fears. Your goal is to show the message body to potential customers as much as possible. A catchy sentence or an appealing subject line improves your open rate dramatically.
Use a personal tone
Now that you have convinced a lot of prospects to see your message body, the next step is to encourage them to act. To create an impactful and concise copy, you have to know your prospects on a deep level.
Ensure to use the list of personas you have been developing for years. It will help you understand the types of people you usually encounter during the sales process.
Talk to them about their interests and avoid generic messages at all costs. For instance, your message body should revolve around their tech problems if you sell smartphones.
Moreover, you can search through the prospect’s social profile and add a personalized comment. Adding a personal tone will encourage them to use call-to-action buttons.
Take all the help
It is easier to communicate with the prospects if you need their honest suggestions or help in concerning matters. Taking help from your potential prospects will create a sincere bond. Moreover, they would feel authoritative.
You can take constructive feedback from the prospects to improve your product, services, sales process, customer services, etc.
Focus on solving their problems
An effective ABM messaging strategy is customer centric. Your customer’s needs should be your priority when developing an effective ABM messaging strategy. Given them resources, address multiple solutions and teach them how to solve their problems rather than sending salesy content.
Show how impactful and useful your products are in solving their problems.
Optimize your testing
Multivariate or A/B testing with your outbound messaging strategy is necessary for success. A/B testing will allow you to test multiple parts of your message. It will iterate and improve your messaging strategy to increase the open rate and encourage more and more people to open it.
For instance, you can test two subject lines against each other by using different levels of details and propositions.
These tried and tested steps will allow you to build an effective ABM messaging strategy to improve your click-through rates, downloads, and open rates.