Shifting gears on marketing & sales
Account Based
Marketing
If you are targeting a smaller, defined audience then you should consider ABM. Account based marketing helps to start conversations with the right people so that you can have valuable meetings and close bigger ticket deals.
Account based marketing allows you to focus your time, money, and effort on the biggest opportunities. In other words, ABM gets the most out of very specific markets, known buyer personas, or key decision makers. It transforms marketing and sales teams into a collaborative task force that strategizes and executes custom strategies that engage with high-value target buyers in unique and memorable ways.
Strategy
Strategy is the backbone of everything we do at HIVE. We work with you to develop the right plan to reach your target personas through effective content they care about, delivered at the right time, to effectively move prospects throughout your sales funnel.
Execution
With a full in-house team of ABM experts, our team is equipped to effectively execute on your custom account based marketing strategies. We're ready to execute from copywriting to design to development and everything in between.
Analysis
We're not just data-driven; we're data obsessed! Each month your dedicated Client Success Manager will review all data with you to identify what is most effective, what isn't, and where there is opportunity for growth. Your campaign will change from month-to-month and quarter-to-quarter based on data.
Account based marketing is part of the inbound methodology. It supports the idea that great content, specific target personas, and strategic communication are the keys to new business.
But what actually goes into account based marketing strategies?
ABM requires your message to be seen by the person it is intended for to be successful. The right people from your organization need to connect with the right people from the target company. That means we focus on becoming an easy to find, helpful, and available solution to buyer persona problems. It does NOT mean that we are going to be intrusive, interrupt our users when they're doing something else, or smack them in the face with our sales content constantly.
To be an account based marketing organization, you will likely use some or all of these methods to reach your audience:
LinkedIn Expansion (LIX)
LinkedIn Expansion (LIX) optimizes social networks to connect with target personas and key decision makers found on LinkedIn. Navigates company contacts to qualify leads based on specific attributes. Automates lead nurturing workflows with personalized message sequences and smart content based on qualified lead attributions.
Content
The backbone of account based marketing strategies is content. It is how you educate website visitors, customers, and prospects about an industry, company, solution, or problem your target personas are having. Content can come in the form of website copy, videos, blog posts, downloadable ebooks, white papers, infographics, checklists, and podcasts.
Website Optimization
It doesn't matter how great your business is or how helpful your solution is if the user experience isn't optimal. You will lose your prospect if website load times are long, conveys a message the user wasn't expecting, focuses only on selling, and not on educating, or doesn't give a clear path the user should take. An optimized website is one of your organization's most valuable assets.
Digital Advertising
Digital advertising is the practice of paying for clicks to your website and is a crucial part of your marketing strategy, helping to generate leads. It allows you to reach prospects where ever they are. The methodology behind digital advertising is to ensure that your content, offers, and resources show up when someone is searching for you, has shown an interest in what you do, or fits your ideal customer profile.