ABM or account-based marketing
is one of the most effective ways of delivering personalized messages
to prospects. When combined with upselling, it can create a powerful
avenue to supercharge your sales.
From creating target lists to automation, we show you how you can harness the power of ABM to upsell B2B tech products.
The Beauty of ABM in Upselling
is great because you don’t have to generate a new list of prospects
through lead generation; you can use your existing customer base. Since
they’ve purchased from you before, it is assumed that you have already
developed a relationship with them, making it easier to sell to them.
Once you apply the hyper-personal approach of ABM in this sales activity, you’ll find that it makes upselling easier.
first step in using ABM to upsell is to examine the current data that
you have of the customers that you have. Take a look at what insights
you have right now:
you identify these questions, you can now start to categorize the buyer
personas that you want to target with the use of account-based
marketing. Create your lists based on these personas and start crafting
ways of reaching them.
ABM dictates that each buyer persona has a unique personality, so now it’s essential to craft specific strategies for each list.
means that some will need more emails than others, some customers will
prefer another touchpoint to guide them through the process, and you
also need to identify what kind of content they would like.
list needs a specific outreach strategy, assign each list an approach
based on the points above, and you can start communicating with them.
Sending content helps you stay relevant to your customers, but the material has to be relevant to them.
this point, you would also need to reconsider your retargeting and
remarketing options. You could create custom lists on Facebook to send
targeted ads to; these ads have to be customized based on the buyer
personas you are targeting.
Since you already have a list of email addresses, you can use this list on social media platforms such as Facebook.
it’s not just email marketing you’re working on, you can send them your
initial offer through email, but you can also send “pre-suasion” types
of content on social media, and even throw in a phone call via
Use a holistic approach when it comes to upselling.
Also, determine where you’ll place the call-to-action for them to decide to buy.
the content has been crafted, it will be easy to start reaching people,
but the problem will still be maintaining the chain of marketing
efforts. One great way of making the process easier is to use marketing
customer relationship management tools that you can use to automate
email campaigns, and there are social media scheduling applications that
help you follow up on your prospects automatically.
of the biggest enemies of a good marketing plan is the lack of follow
up. There are a lot of features available to people who automate, such
as so some options that trigger another action once an email has been
opened or replied to.
efforts won’t be practical unless you’re able to analyze the feedback
you’re getting. Make sure that you track your efforts through your
automation systems and systems such as Google Analytics – if you measure
traffic on landing pages or web properties.
By continuing to tweak your campaigns, you can create effective methods of reaching your customers consistently.
is an effective way of maximizing the revenue that you can generate
from your previous customers. You can also save a lot of money since it
costs five times more to create new customers than to remarket to old
Remember that the hard part of remarketing is at the beginning when you’re setting new strategies up. Make sure you use marketing automation tools to make the process easier and that you consistently analyze feedback to create better campaigns.
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