friendly account based marketing
DESCRIPTION
This slideshow discusses about the way friendly names can help avoid the personalization trap, and the impact of that small change in the context of your B2B account based marketing strategy.TRANSCRIPT
ACCOUNT BASED MARKETINGTHE “FRIENDLY” WAY
Beachhead
Marketing
Contact Uswww.beachheadmarketing.comemail: [email protected]
About
Contact Uswww.beachheadmarketing.comemail: [email protected]
• A marketing agency founded to help B2B marketers adapt to the changing world of marketing technology.
• Learn more at www.beachheadmarketing.com
Has this ever happened to you?
Dear Steven Moody,
I am glad …
What are Friendly Names?
The modification of an official name to make it more human-
friendly.
Would you feel like this was personalized to you?
Would you feel like this was personalized to you?
Not really.
Examples of a friendly name of a company
• A short version of the full legal nameEx: Cisco instead of Cisco Systems Inc.
• An abbreviation that the company widely uses themselvesEx: BofA instead of Bank of America Corporation
• The text in the company’s trademarkEx: HP instead of Hewlett-Packard
What’s Wrong with Legal Names?
Inhuman-like
How You Use Friendly Account Names in One Hour
1. Add a field called “Friendly Company Name”
2. Filter names that belong to the same company
Ex: Beachhead, Beachhead Marketing, Beachhead Marketing Inc., etc.
How You Use Friendly Account Names in One Hour
3. Review list of account names and fill in the friendly names
4. For unfamiliar companies, check their official websites and social media profiles
How You Use Friendly Account Names in One Hour
Alternative to step 3-4:
Use Excel formulas to remove unnecessary legal suffixes.
How You Use Friendly Account Names in One Hour
5. Review for wrong names made up by the shortcut formulas
Why You Should Add More Small Human Touches
To create1-1 conversation
with potentialcustomers.
Automation is an engine, not a
human.Add human touches to your
marketing.
Contact Uswww.beachheadmarketing.comemail: [email protected]
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