Quick Wins: 5 Hidden Places for ABM Intel
In account-based marketing (ABM), buzzwords and slick copy may open doors, but real engagement comes when you uncover what makes each account tick. At L&E, we kick off every campaign with deep account research that goes beyond each account's website and annual report. We dig into company news, sponsorships, leadership interviews, and community ties to develop creative ways to personalize our campaign strategies.
ABM personalization is a thoughtful blend of ingredients, such as swag choices, call tone, and event invites, that turns a polite greeting into a lasting connection. Ready to find those secret ingredients? Here are five offbeat insight sources to elevate your next ABM campaign:
Sports Affiliations: For smaller accounts, look for sponsorship of local college baseball or high school football teams—send branded game-day snacks or VIP tickets. For larger enterprises that back NASCAR or Formula 1, consider a mini checkered-flag pennant or even an exclusive pit‑lane experience.
Philanthropy and Foundations: Found out they’re big supporters of a local charity? Match their donation or propose a joint fundraiser—nothing warms hearts like giving back together.
Community and Industry Groups: Spotted them on the Rotary Club board or at Chamber of Commerce events? An invite to a mixer or a branded name tag for their next meeting shows you’re paying attention.
Employee-Driven Initiatives: They host hackathons or wellness challenges? Deliver fun challenge kits (think branded yoga mats or DIY snack boxes) to get employees—and decision-makers—talking.
Corporate Milestones: Celebrating a 10-year anniversary or a major product launch? Send a custom keepsake—like a desktop trophy or commemorative poster—to honor the milestone (and your budding relationship).
By weaving these delightful little details into your ABM playbook and coupling them with solid data, cross-team syncs, and coordinated outreach, you’ll move far beyond the copy and into real partnership territory. Give it a try—your prospects might just invite you to the next home game.
