In this ABM Case Study post, I shall provide details on Nuvolo uses a One-to-one Marketing Campaign approach as part of its Account-based Marketing (ABM)
This is part 3 reviewing in detail how Nuvolo uses ABM. Part 1 is an overview of Nuvolo and how ABM fits into their strategy. Part 2 goes into the details of their ABM strategy and this one of many ABM Use Cases addressed by Nuvolo.
But first, let’s understand the true meaning of one-to-one ABM
What Is One-to-One Marketing in ABM?
Also referred to as Strategic ABM, one-to-one marketing or simply 1:1 ABM, or 1:1 campaign, is when you are targeting a few very large accounts (less than 50) that each could represent a very significant deal.
These are accounts where there at least 10 stakeholders involved and the sale cycles are long and complex.
In 1:1 ABM, you are trying to build relationships with as many stakeholders as you can across the account and marketing to them in a way that shows that you understand their needs, you are really hungry for their business, and that you have the best solution for their specific needs.
This requires analysis, customer insight, and skills in creating highly tailored experiences.
The 4-Steps Process – Nuvolo’s 1:1 Marketing Campaign
To understand the one-to-one marketing process, let’s explore the 4 steps that Nuvolo uses to increase its sales revenue
Step #1. Identifying & Selecting Key Accounts For One-to-one Marketing
At Nuvolo one-to-one marketing campaign starts with sales and marketing. In each quarter, they agree on which one of their best accounts to target for their campaign.
Typically they agree on 5 to 10 target accounts per quarter.
Then, their Marketing team analyzes the individual accounts.
Step #2. Evaluating Engagement Through Terminus Platform
This involves monitoring and analyzing the engagement of each particular account on their website, and also intent data.
Using the Terminus Account-based platform they analyze the interests of each account. What relevant topics are searched for by these top accounts.
They also look at their own HubSpot data, to determine how each one of their selected accounts is engaging with them.
Step #3. Account-branded Pages
Based on their analysis, for each one of their target accounts, they then create an account-branded landing page for their one-to-one marketing campaign.
These are custom-branded like the image at the top of the post. More importantly, the marketing team custom curates content for each account based on the interest that each account has shown intent for.
This includes relevant blog posts and case studies, guides, and of course, highlighting the most relevant product offerings.
Step #4. Individual Prospecting for one-to-one marketing
The AEs then go out and prospect with the account-branded pages.
Having customized their websites through account-branded pages, they then go out to start getting individual targets within each account to engage with them.
The most important thing of all? People LOVE this. Prospects really appreciate the effort that Nuvolo goes into to tailor the experience for them.
Their one-to-one marketing campaign is fully customized and therefore speaks to their customers’ specific needs.
In my next post about this account based marketing case study, I’ll share with you more insights on Nuvolo’s 1:Few Approach.