B2B is rushing towards ABM, personalising assets and decision making journeys by speaking with existing and target accounts in a language that resonates with them. And the impact is visible.
We use HubSpot in conjunction with a solid strategy, tech stack and digital tactics to clearly carve out and pursue the accounts that can have the biggest impact on your bottom line.
Where traditional outbound marketing looks to hit many individuals & convert a small percentage, ABM reduces the number of target accounts & increases conversions amongst that targeted sub-set.
Your Account Based Marketing tactics and strategy starts by tightly defining your Ideal Customer Profile (ICP), target personas & buying committee, to ensure your approach is laser-targeted.
We’ll then work together with your marketing and sales teams to determine what constitutes a high-value account for your company, defining their journey & creating messages that resonate.
This top to bottom approach ensures we bring in the right leads & keep deals moving, whether you’re after net new revnues or adopting a land & expand approach.
Making sure your sales & marketing teams are in alignment is key, so we’ll work with you to ensure your organisation is centered around revenue performance, rather than individual, functional silos. Our structured process ensures no stone is left unturned.
With the groundwork in place, we’ll define your Go To Marketing strategy, campaigns & success metrics.
Once your campaigns are up & running, we’ll continually optimise to drive ROI & marginal gains.
Tom has extensive experience leading digital marketing globally for growing tech businesses. With specialisms in website management, lead generation and marketing automation, he is well placed to support our customers through their digital journeys. If you’re looking into lead generation and management you can expect to meet Tom during your time working with Incisive Edge.
In the last few months since working with IE, we have seen our net new business grow phenomenally. We’ve generated more than £100K of booked and committed revenue purely from the PPC and SEO efforts of Incisive Edge.
The team at Incisive Edge has sat where you sit, and understand your pain. We come from the real world of in-house sales and marketing, so we know that what matters most to you is results.
You won’t hear excuses from us, or woolly statements that don’t get you where you need to go. Just battle-tested strategies that carve out a path to growth and scale.
Account Based Marketing is a strategic marketing approach that allows you to target only the companies that matter most to your business, with messaging and content that is tailored just for them.
At its core, ABM is about inspiring your target accounts with a vision of what is possible to solve their challenges and filling them with confidence that you are the right partner to take them on their journey.
Understanding your audience and the accounts you want to target are at the core of ABM.
We undertake detailed audience insight research to fuel your strategy and provide account-based intelligence to inform your account selection, audience, playbook and campaigns.
Show your clients you truly understand their business by creating a detailed Ideal Client Profile and personas that empower account-level engagement, enabling you to build a robust account plan around which your sales, marketing and customer success teams can align.
Achieve hyper-personalisation to ensure your messaging resonates with your personas.
Data is the engine of your ABM programme.
We profile data against criteria which include job title, seniority, function and industry sector to enable targeting of decision-makers, influencers and stakeholders, ensuring your programme speaks to all critical personnel.
But there’s more to data than demographics. Understanding the intent of your buyers can seriously increase pipeline velocity and find those personas and companies that are in-market – today.
Using intent data, we target the low hanging fruit to ensure we drive results.
Trying to shoe-horn your prospects into your sales process is the quickest route to the failure of your ABM programme.
Your prospects will follow their own buying and decision-making process.
By understanding their journey in detail, your content and assets can be mapped to marry with that journey, to increase engagement and pipeline velocity.
To achieve personalisation, your messaging platform must speak directly to your audience.
Whether it’s individual messages for a 1: 1 approach or core themes for 1: few and 1: many, we’ll create a messaging platform that both resonates and engages your personas.
Different assets engage in different ways and at different stages of your personas’ journey. From education and information at the start of their journey to hard data points at the end.
We create content assets that nurture your prospects down your funnel – quickly. eBooks, Guides, thought leadership, checklists, videos, infographics, the list is endless. We’ll craft content to speak directly to your audience.
Finding the right mix of content, channels, touch-points and tactics will depend on your objectives, budgets and success metrics. We will design your cross-channel campaign playbook, personalised to your ABM approach and your audience, whether existing or new.
We know our clients and they want to move quickly. Whilst strategy is key, it needs to be turned into action fast.
We operate on fast-track delivery to get our clients in market rapidly. Whether it’s with your initial pilot, a phased roll-out or multi-faceted campaigns, we’ll drive your marketing campaigns so they drive sales.
As a strategy-first, customer acquisition agency, we live or die by meeting our clients’ metrics.
We create your KPIs/ OKRs and reporting framework to measure your performance on an ongoing basis and continually optimise your messaging and campaigns to drive increased performance month on month.
We will advise and guide you on your tech stack to drive your ABM performance. It’s important to remember though, that whilst technology definitely has a role to play, it can’t replace strategic thinking, creativity and execution excellence.
Tom Ricca-McCarthy and Get Lucidity enjoyed great results when we formed an extension of their team. Together, we worked to implement an inbound strategy, driving leads and results.
