ABM assets for bold B2B businesses
Account based marketing (ABM) is a tool for communicating with prospects with precision
Target accounts with tailor-made content
For B2B brands, ABM is a way to make marketing more precise. Rather than aiming for reach and wide expsoure, ABM laser focuses on the specific accounts you want to win, by creating marketing assets focused on solving their unique challenges.
What's in an ABM content package?
B2B ABM campaigns succeed because they have solid research and strategy behind them. I can help you create the assets you need on both sides of the campaign: planning and execution.
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Information sheets for each account or sector give you relevant information for your campaign, such as business priorities, recent news, competitors, and known pain points.
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Your value proposition explains what you do and why. Account-specific value propositions take this a step further by tailoring it for your target accounts.
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You’ve got a clear value proposition, but where the CFO may cares about cost, the CTO cares about implementation. Persona messaging helps you select the relevant information for right role.
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ABM research can be detailed and abundant — which isn’t useful for the Sales teams who need information quickly and directly. Sales toolkits make ABM insights accessible.
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Building landing pages and microsite gives you a place to host the content you have for a specific account. Use copy to guide your target audience to a specific action.
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Build an email, direct mail, or InMail series to cover your account- and role-specific messaging over a series of messages, which also encourage direct engagement with Sales.
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While emotion is very important in B2B buying, buying committees aren’t impulsive. Getting the right case studies in front of the right accounts is crucial.
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Create highly targeted LinkedIn campaigns to make sure you are building awareness among your target accounts. This can include paid advertising and also organic posts for Sales and Marketing team members.
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To add credence to your campaign, build assets such as white papers, blogs, and infographics for your specific accounts. These could be adaptations of existing assets, or totally new.
An experienced writer to guide your whole campaign
Hi, I’m Alastair. I can help you with your B2B marketing challenges. Why do I say that? I’ve worked in marketing and advertising since university, and I started professional copywriting at McCann London in 2013. Since then I’ve worked agency-side and client-side, at global corporations and at SMEs, in B2C and B2B.
As a copywriter I learned what makes good content; as a department leader I learned how content works across the stages of a campaign: messaging houses, value propositions, and content strategies in the planning; sales toolkits, long-form and video content, and social campaigns for the execution. A little more about me …
A suite of B2B messaging services …
With many years’ experience behind me, I offer a range of services to help you deliver engaging and efficient B2B marketing campaigns.
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With over a decade of copywriting experience, I can help guide and write your B2B campaign, from planning and strategy to execution and delivery. See more …
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Your messaging strategy keeps your brand communications consistent across content and across channels, and gives your whole team a single source of truth they can use for all marketing assets. See more …
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ABM assets for each stage of your campaign: Account-specific value propositions and sales toolkits for the planning; Creative ideation, white papers, infographics, and web copy for the campaign creation; Emails, lead gen ads, social posts, and thought leadership blogs for ongoing campaign delivery. See more …
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B2B sales toolkits are often created by marketing teams but they are not marketing assets: your Sales team needs concise, scannable, and direct messaging that makes life easier. See more …
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Often the most interesting insights are locked inside expert heads. A well-planned conversation to tease them out is a solid foundation for a series of thought leadership articles. See more …
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Your B2B brand has published a lot of content over the years, but does it align with your messaging today? A content audit will show you what you need to remove, update, or renew. See more …
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How does your business present itself to the world? Which words, phrases, and acronyms does it use? What would it say in any given situation? Is it English or American? A Tone of Voice guide gives you the answers. See more …
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Ad headlines and email subject lines draw attention; the B2B white papers, annual reports, and research studies give substance. See more …
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There’s a time and a place for flashy metaphors and clever puns. And, usually, that’s not website copy. I can help you optimise your site for action with copy based on UX design best practices. See more …
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While emotion is very important in B2B buying, buying committees aren’t impulsive. They need to see evidence in order to purchase, and case studies are the tool for this. See more …
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LinkedIn’s scale and targeting tools make it an obvious place (but not the only place) to run a B2B campaign. I can help you plan and write your campaign according to LinkedIn best practices. See more …
