The Importance of Multi-Channel ABM
Traditionally, marketing meant placing a 30-second commercial on TV. Later, it meant blasting leads in your database with HTML emails.
In today’s evolving B2B landscape where attention is scarce, marketing must always be multi-channel.
Going outbound is essential, and using ABM is the smartest way to do it. What does that mean? It means using personalized and relevant messages across multiple channels. We write about the power of personalization and relevance frequently, which is why we’re going to dedicate this post to the power of multi-channel outreach.
No matter which channel you’re using, each has its own strengths and weaknesses. However, something akin to magic happens when you combine them into a coordinated program. A mix of channels will always out-perform any single channel.
“Avoid over-dependence on a single technique. Prospectors should be experts in two to four complementary techniques and know the pros and cons of each.”
– Aaron Ross & Jason Lemkin From Impossible To Inevitable
The Big Three Channels
There are many ways to reach out to target contacts. But the outbound ABM discipline is built on the big three channels:
- Human email – as opposed to automated templates or marketing automation campaigns
- The phone – including voice mail and live calls
- Social media – and industry community sites
Your best ABM plays will largely be built on touches across these three channels.
“Voicemail and email are equally important. And together, they’re twice as effective as all other touches combined.”
– Trish Bertuzzi The Sales Development Playbook
Email, phone, and social media are the big three channels, but these are table stakes. All reps must be versed in sending real, human emails, eager to pick up the phones, and adept at jumping on social media. There are many more ways to reach out. Think about using any or all of these formats and channels to reach your prospects:
- Text messages
- One-to-one video
- Direct mail
- Comments on blogs
The other powerful benefit of a multi-channel approach is the channels can build off of each other.
“Combine touches within seconds of each other – Leaving a voicemail within seconds of your email will increase the likelihood of your prospect opening and responding to your email.”
– Craig Rosenberg, TOPO
One tactic is to help you warm up your leads using multi-channel outreach with sales enablement through marketing. Start with obtaining your prospect’s email address. Then run targeted demand gen ads against those prospects. They’ll see an ad for your company, and even if they don’t click on it, when your email lands in their inbox, they’ll subconsciously think “I know this company, I’ve seen them before.” As Dr. Robert Cialdini explains, “familiarity breed trust.” Now, they’re more likely to respond to your email or call.
Check out this video about the power of the subconscious in advertising.
To take it to the next level, the ads that you run against those companies can even be created specifically with your target audience in mind. For example, you can use a customer quote or testimonial of a successful company. Show how they achieved a very specific result you know the target company is seeking.
Companies like RollWorks are making this even easier with integrations and easy targeting. Now, you can integrate your Salesforce instance with your RollWorks instance and filter your lists by account list, funnel state, etc., then launch an ad campaign against that defined segment.
Which channel does your prospect prefer?
Choose your channels wisely. Respect the prospect and the channel. I love the advice of Gary Vaynerchuck: “If content is king, then context is God.” Neglecting to first take context into consideration can have the opposite effect, relegating you to the blacklist. Sometimes for some prospects, personal channels, like Facebook or Snapchat aren’t appropriate.
“Multi-channel cadences simulate the richness of face -to-face relationships while keeping the costs down.”
–Ken Krogue InsideSales.com
What’s the best channel for reaching out to a prospect? The channel they like best. Ask yourself, “where are my prospects hanging out most?”
The “perfect” prospecting email sent to someone who gets a thousand emails a day may be less effective than a ‘good enough’ direct message sent to someone who likes to communicate over Twitter. Find out – but remember: It’s all about ‘you’, not ‘me’.
No matter which channel you use to engage with prospects, messages must all be crafted around the recipient and their needs. This sounds almost too obvious to mention but it’s amazing how many emails or voicemails we all receive that start with the sender’s company and their needs. If your messages don’t answer the ‘Why should I care?’ question – and do it first, they will fail.
Which channels work best for your ABM?