The Latest from the ABM Experts
February 13, 2018
Why Teams Are Adding Email Signature Marketing to Their ABM Lineup
Written by Brad Beutler
Account-based marketing provides a strategy for B2B companies who want to grow revenue by focusing on the best-fit prospects. Most marketing strategies include a broad approach to lead generation with the goal of capturing as many leads as possible. However, 63 percent of marketers still say generating traffic and leads is their top challenge. ABM is a different approach in which marketing and sales teams work together to target best-fit accounts and turn them into customers.
The rise of account-based marketing
ABM is powerful because it can market to specific companies instead of wasting time (and money) on unqualified or unideal prospects. And believe it or not, it has a higher ROI than any other marketing activity, according to 97 percent of marketers in a survey by Alterra Group. Above all, account-based marketing is a framework of efficiency for your marketing and sales team.
Companies like Terminus have emerged as leaders in this growing category. Their platform allows teams to execute on this strategy and measure the impact. And the CMO of Terminus, Sangram Vajre, leads a #FlipMyFunnel community that helps teams all across the nation with ABM use cases and strategies.
Direct mail, retargeting ads, micro sites, field events, etc. There are many activities and channels that coordinate together within a team’s ABM plan, all of which help progress deals faster and win key targets. And employee email is no exception.
The power of employee email
6 hours. That’s the average amount of time most American workers spend in their inbox per day. Employee email presents a huge opportunity for marketers. It gives them the ability to add personalized, but scalable, content resources into the billions of organic conversations that are already happening. How? The employee email signature.
Email signature marketing is a natural addition to any team’s account-based marketing lineup. Users can now assign an email signature campaign to specific contacts or accounts. So when your employees send an email to a specific recipient or organization included in any target lists, the clickable call-to-action banner will dynamically update and serve personalized content.
Adding ESM to your ABM lineup
We sat down with Sangram to talk more about this powerful duo. And how his team uses email signature marketing for their own ABM efforts.
Employee email is a big opportunity. If you think about it, every single organization is using email. They’re sending thousands of emails every single day. Everyone gets an email, everyone knows and reads email.
The question really is…what are you doing about it? Optimizing the email signature and figuring out if you are getting the right message internally and externally to the right people. This is going to be immensely helpful and game-changing for a lot of organizations.
With Sigstr, and having email signatures very well brand represented, I think it changes the way you think and perceive a brand. So, I look at it and think that internally, when we have a campaign going on, let’s make sure that our message is front and center of everybody. Well how do you did that? Well, everybody sends email. So email signature marketing makes sense.
When you think about reaching out to your customers, or even investors, what is the brand message you want to say without overly talking about yourself? Email signature marketing can really help you do that. So when it’s branded well, and when it’s put together well, it can really make you stand out.
I think ABM and email signature marketing really go well together. If you think about organizations and how they buy, they are so many more people a part of the decision making process. So it’s 5, maybe 10, maybe 15 people, all a part of the decision making process. And they’re all not going to download an ebook, so how are they going to know more about you and your brand? How are you going to stand out?
They’re probably going to look at your email signature, and that becomes the first place from a brand identity perspective. Then, they might click on it and go to your website and then spend more time on your website. Then they’re going to know more about what you stand for. So to me, account-based marketing and email signature marketing really goes well together. And I love what Sigstr is talking about, which is people drive relationships and relationships drive business. All of that is predicated on the fact that the people know what your brand stands for.