A piece to the ABM puzzle using Mutiny, Clearbit and Salesforce.
For one approach I had for ABM, I launched a few initiatives:
For outbound, our BD and AE team members would mark a field in Salesforce called “Target Account”. From here, we used the Salesforce/Mutiny integration to pull in this target account list. Then, we built a landing page template where we would pull data from Salesforce e.g. Company Name and Logo, and dynamically insert those details into the landing page. From here, our BD and AE teams would use these landing pages (the custom URL was mapped directly into a field in Salesforce for them to grab) and they would use them to send in their outreach/nurture campaigns. This was key because I wanted it to be as easy possible for these teams to use the landing pages.
If I was still running this campaign, a way I would uplevel this is to also use dynamic content blocks and use other data on file in Salesforce e.g. specific product areas or topical interests and change the content on the page based on what we more specifically knew about that account. How I would really uplevel this is make the dynamic content interactive demos that matched what we knew their interests were.
These landing pages were rich with a mix of product info, social proof and valuable expert content. Sometimes we’d have other nice touches like coffee and a treat on us.
Ultimately, I did the combined above but manually for some really key accounts – building custom landing pages and changing out the content based on intel directly from the account executive. (I’d share one but NDA and all…)
I also built a custom Google Analytics report to measure engagement with these landing pages (tip: have a similar pattern in your URL structure so you can build a report based on that pattern e.g. “/account-name-and-your-company-name”.
For inbound, we also used Clearbit/Mutiny integration to dynamically change copy in different Mutiny experiences based on where Clearbit believed the visitor worked. The match rate on this was not 100% so I didn’t love it but to my understanding they’ve improved some of this and also have some type of “likelihood” reporting now to estimate the likelihood that the visitor was at the company they have on file. A way I would improve upon this is using a strong designer to better integrate the logo into the custom experience e.g. showing the company’s logo integrated into a “screenshot” of the company’s application like they already had an environment.
Just wanted to share some ideas as I’ve had a few discussions lately about enterprise/ABM targeting using the above solutions so wanted to share the notes I pulled together for a wider audience.
