Conversion

July 23, 2019

The Three R’s of an ABM Program

The Three R’s of Account-Based Marketing focus on reputation, relationships and revenue according to ITSMA, who started the concept back in 2004.

One can think of ABM as a demand-generation marketing funnel, whether traditional or “inverted” as Jon Lombardo of LinkedIn or Sanjay Vajre of Terminus has referred to it as.

If look at the structure of a traditional demand-generation marketing funnel, we see the top as our awareness, the middle as engagement and the bottom where conversions occur. Take this marketing funnel and apply it to a real-world business setting where reputation is influenced by education (e.g. awareness), relationships are developed by frequency, relevancy and proximity (e.g. engagement) and revenue is driven by nurturing that relationship to a sale which in turn can create real business revenue (e.g. conversion).

Here’s the breakdown of the three R’s

Reputation (Preference, awareness and knowledge)
- Drive preference for accounts and clients
- Build reputation
- Improve credibility
Relationships (Number of relationships across accounts)
- Identify and engage key stakeholders
- Deepen relationships amongst contacts with an account
- Strengthen relationships through events, briefings and other relevant activities
Revenue (Annual revenue per account)
- Grow and accelerate growth by account
- Revenue growth
- Increase win rate and deal size

Each business will have different objectives and the idea of this structure is to organize those into this format in order to measure the impacts of those objectives for each account.

October 3, 2016

Creating Relevancy through Thoughtful Conversations

Engagement in social is defined as interactions between users, typically involving a conversation. These interactions can involve anything from threaded conversations, acknowledgements to sharing thoughts.

Over the years, we’ve seen social devolve where in many cases, we’ve lost sight in the original objectives of social being focused around the conversations to support our objectives to simply publishing content on digital platforms (passive publishing). To ensure we’re focusing on what made social stand out was the conversation, so here are the fundamentals to creating relevant conversations.

Why – Aligning on goals first where you communicate where you are heading and seek to identify others’ goals as a way to connect.
Who – Understanding who your target audience is in terms age, demographic, background, interests, motivations.
What – Once you know more about your target audience, you will begin to piece together what they want to discuss and most importantly, where they don’t want to spend their time.
Where – Defining the conversation allows to understand where these conversations take place and how to bring the conversations to an environment that will best facilitate a conversation to allow the relationship to develop.
When – Timing is everything except when it is not. Always understand the cadence of communication as frequency keeps the conversation moving, but only at the most appropriate times when the other user is able to be in receipt and acknowledge the conversation.

The focus of driving engagement is to continually refine and repeat the fundamentals to ensure conversations can continue to support the development of the relationships.

March 19, 2016

The Five C’s of a Social Media Strategy Begins With Your Customers

As the digital industry continues to mature, the social media landscape has now evolved to a point where we have a clear process that all organizations should be applying to their goals when developing relationships with their customers. This process has clear pillars that are outlined below, starting with with the customer.