The Latest from the ABM Experts
June 13, 2017
Why Marketing Executives Are Excited About ABM for Employee Email
Written by Brad Beutler
Simply put, employee email is a natural account-based marketing (ABM) channel. Today, marketers are using a channel they already own with content they already have to deliver 1:1 targeted content to specific accounts, industries and regions. But before we get too far into that, let’s first define ABM and what it means for marketing teams today.
What is ABM?
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, 65 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.
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.
Employee Email = Owned Marketing Channel
6 hours. That’s the average amount of time most American workers spend in their inbox per day. Email is the go-to channel for most professionals for business-related communications. More than 215 billion emails are sent a day. People love email, but they hate that they love email.
Employee email presents a huge opportunity for marketers to add personalized, but scalable, content resources into the billions of organic conversations that are already happening. How? The employee email signature.
Marketers invest time into the email signature because it can’t be outbid. With 200 million people worldwide using ad blocks, email signatures can be a powerful way to get your message across to the people who matter most. Marketing departments are constructing a content distribution strategy drawn from the click-through rate of an email signature banner. They’re using recipient-level data and the engagement over time to help drive marketing ROI.
A Natural Channel for ABM
Users can now assign an email signature campaign to individual recipients with account-based marketing functionality. When employees send an email to a specific recipient, the clickable call-to-action banner will dynamically update and serve personalized content. Check out the video overview below to see more.
By adding employee email to your ABM mix, marketers can increase account relevance and align email signature marketing activity with account strategies. Also, marketers increase campaign engagement and inspire customers and prospects with compelling content.
Here’s what some of our customers are saying about this new functionality:
As marketers, we’re always looking for new channels to distribute content and drive conversions. Every business in the world runs a corporate email system. Pair the content you already have with a channel you already own. ABM with employee email can become a new secret weapon for your marketing team. Request a demo here to learn more.