Spoke with a sharp marketer today about how to GTM when you've got a narrow list of target accounts (2,000).
Assumptions:
- let's pretend there are no tiers for these accounts, but it's not hard to parameterize many of these tactics with other UTMs or filters.
- let's assume there are little-to-no keywords that are quite tight enough to reflect your problem space and value prop with high enough fidelity to be worth investment (I experienced this at a couple places, it happens)
- let's assume you do have a solid paid media budget of 20K+ per month
- HubSpot CRM
Here's the plan:
1. Set all accounts as Target Accounts in HubSpot
Can do a simple company import, be sure to include domains, with a column for Target Account that has all rows with values "True"
2. Set up a clean UTM strategy.
- Ensure each link in outbound email sequences includes "UTM_term=t-ax"
- Ensure each link in paid social includes "UTM_term=t-ax"
(Why use UTM_term? It's only used for keyword terms, but on channels where that's irrelevant, it's a great stand-in for "audience" - and you can then keep source/medium/campaign/content for all their typical uses).
2. Develop a multichannel paid audience.
Use Metadata or Bullseye to create B2B audiences on LinkedIn, Facebook, Instagram, Google. Yes, you heard me right.
3. Set up two Segments in ServiceBell - one for the "UTM_term=t-ax" and one for the CRM "Target Account = True".
4. Set Journeys to accommodate either Segment.
- At the beginning of the Journey, set an alert that delivers to Slack/Teams, mobile app and desktop app and Chrome, for a visitor from these Segments (click "once per session" so you don't hate your life)
- Serve pre-recorded videos explaining very clearly (with the best talking head at your company, could be head of marketing, or great if it's founder) why these companies are the best fit based on the needs you know they have.
- Offer options to video chat, live chat, or book time for later
5. After these audiences have been engaged for a bit, you can then capture the ones that visited, using ServiceBell, and drop them into a separate sequence for warmer accounts. Also retarget them with social proof since you know there are signs of life.
Pro tip: if you're competing with expensive incumbent solutions, make your entire sequence, message, Journeys about finding out when their license is up for renewal, then log in CRM (can even stamp this automatically after a question in a Journey) so you can ramp up outreach to accounts within a given time frame. This can be used to trigger a marketing nurture sequence as well out of HubSpot Marketing Hub.
Anything I'm missing Kyle Freitas, Jalen Nelson, Kellen Casebeer, 🤖 Jacob Tuwiner, Christian Haskins, Silvio Perez?
(Jacob, what else could we do with Clay in the loop? Push detected companies to Clay and then waterfall to get phone numbers? + Reference which prospects were sequenced up front.
Or tailor messaging in follow-ups based off of pages visited).