ABM with Sales Navigator

We highly recommend using Sales Navigator if you're going to be doing heavy use of LinkedIn.

It will not only help you to filter your contacts but also to study key characteristics about their activity, find accounts similar to those of your clients and extract very valuable information for your prospecting actions.

The use of Sales Navigator is essential if you want to "attack" Large Accounts for the ability to analyze your prospects that it will provide.

In theory this technique is known as Account Based Marketing (ABM) andis recommended for companies that are in one of the following two situations:

1) Companies with few potential clients

1. A company whose range of potential clients is small, for example, a business that only has clients in Spain and these amount to about 200, could successfully base its strategy on ABM.

Normally, these types of companies realize that traditional marketing techniques are not useful to them because they impact a large audience, but they are a type of user who will never purchase their product or service. When we talk about traditional marketing techniques, we refer to campaigns in Google Adwords, Facebook Ads, attraction marketing, mass advertising, etc.

2) Companies with a high Customer Core Value

1. Account-based marketing is also recommended in those companies that have high value customers (Customer Lifetime Value), that is, customers who are profitable to acquire, who are easy to retain and with the capacity to of recommendation, in addition to having a high level of turnover for the business. These companies may or may not have other marketing techniques, but without a doubt, implementing ABM means implementing effectiveness and profitability when it comes to getting customers.

The reason is clear: if the customer has a high value, the fact of carrying out ABM campaigns means that customer management costs are low compared to the customer's own value, so these actions can be implemented, with much better resultsmost noticeable in the short term. This happens because the ABM allows to identify the potential contact quickly and, in addition, interested.

The strategy to follow includes the following model:

Below is a video where you will see some of the most advanced features of Sales Navigator that will help you in your strategy of direct prospecting to specific accounts.