Zyme wanted to grow their business however they couldn’t target the right people using traditional marketing campaigns. They were using traditional marketing tactics to list benefits of their solution rather than focusing on what each person within the organisation pain is and how Zyme can fix it.
Account Based Marketing
We helped Zyme choose an Account Based Marketing (ABM approach) as it allowed us to split out personas within a target organization; to really engage with them based on their specific pain. After all a Channel Sales Directors pain is very different to a Chief Financial Officer. Instead of broad-reaching marketing campaigns that touch the largest possible number of prospective customers, an ABM strategy focuses resources for the book of business on a defined set of named accounts.
After identifying key target businesses with the client; we went away to put together a series of detailed personas for each customer type. Each persona’s pain points were carefully matched against how Zyme’s software solved it, to create detailed sales plays. An added dimension was looking at the customer buying behaviour – what made them make an appointment? What are their biases towards Enterprise software? This was added to the individual sales plays; to create a potent argument for Zyme.
We then used the Act-on platform to create designed content that could be aimed at each persona within the target business. This content delivered the sales plays in a palatable format at predetermined times – taking the customer through the 6 points of the sales journey.