Additional distribution channels

One thing about ABM is that it’s channel agnostic. Meaning you can use multiple channels to capture the attention of your target accounts and drive them to your personalized pages. 

After all, you’ve put in the work to build personalized experiences for your accounts. It would be a miss to not take advantage of every opportunity to drive traffic to them. 

In this chapter we’ll discuss how you can use LinkedIn, paid campaigns, and your website as new channels to drive targeted traffic to your pages.

Outbound Channels

LinkedIn

Your sales team is on LinkedIn every day engaging with buyers, making it the perfect channel to distribute your personalized pages. 

Since you already have your personalized contact-level pages built in Mutiny, you can now work with your BDR team to distribute those via personalized messages to your target contacts. 

Remember, your targets are likely getting prospected by many companies on LinkedIn, so you need to break through the noise.  

As you can see in the example below, it’s important to personalize your outreach and lean into your personalized page as a way to stand out. 

This approach is similar in nature to your email strategy discussion earlier in the ABM manual, so you can use a similar approach to grouping your contacts, gathering qualitative feedback from your SDRs, and iterating your approach in future weeks.

Inbound Channels

Building account-level personalized pages

The next two channels we’ll discuss are purely inbound, meaning you won’t be reaching out directly through your sales steam. That means you’ll need to target accounts with account-level pages instead of individual contacts. 

Luckily, it’s quick and easy to spin up those pages in Mutiny. You’ve already completed 95% of the work when building out your target account list and contact-level pages. Essentially, you just need to pick the most relevant contact-level page for that type of account and swap out variables like “hi first_name” to “company name”.

Ad Campaigns

The most common mistake we see with ABM ad campaigns are that they drive targeted buyers to generic landing pages. Often the standard homepage. 

This is a huge miss. You’re catching the buyer's attention in many cases with a personalized ad, then failing to deliver on the promise of personalization by sending them to a generic homepage. 

Instead, send those accounts to your personalized account-level pages.

One important reminder highlighted below, is that you’ll want to make sure to use UTM parameters in your ads to properly track and attribute traffic to your pages. 

Like any good conversion campaign, the key to generating the best results is to consistently be running tests, learning through your feedback flywheel, and iterating on future campaigns.

You’ve reached the end of our ABM Playmaker. Congrats! 

Take what you’ve learned from this guide and apply it to building and scaling your own ultra-successful ABM program. 

Here are some additional ABM playbooks to help you along the way:

• Give Target Accounts an Offer They Can't Refuse

• One-to-One Offers for High-Value ABM Accounts

And be sure to join our ABM channel in the M2 community where you can learn from other talented ABM marketers building their own programs. 

If at any point you need help, please contact your Mutiny CSM or reach out to our support team at support@mutiny.com. 

We've got more Playmaker series that you can take to help improve your skills and master ABM, AI, and more that will make you invaluable to any GTM team. Check them all out here.