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CLG Logistics: Practical Tips for Precision Campaigns
By Tom Swanson, Engagement Manager at Heinz Marketing
We often think of “Spearfishing” as largely for net-new logos. Embracing customer-led growth gives us more options for how and when we use highly-targeted, precise tactics to drive more revenue.
It makes sense to double down on those who’ve already opened the door. This is marketing 101, but how do we actually make it happen? Highly targeted ABM (Account-Based Marketing) campaigns align perfectly with this strategy, allowing for deeply personalized outreach with 3 main use-cases:
Section 1: Account Research
This effort is reliant on having solid research for each account. Research personal affiliations, personalize for champions, and consider charitable actions to make a difference.
Section 2: Start Early with Localized Targeting
When planning localized tactics, get it going as soon as you know where the accounts are located. Obtain necessary permits, plan logistics in bulk, and have a backup plan ready.
Section 3: Build It To Be Modular
If you plan to try to scale this effort, it needs to be repeatable. Develop repeatable modules, use project management tools, and estimate modular costs to streamline the process.
Section 4: Execute Campaigns in Waves
With the right modular flow, launches can be done in waves. Group similar tasks, stagger launches, and identify workflow issues to refine the process.
Section 5: Don’t Overcomplicate
Simplicity might be the hardest thing to achieve, but it’s also the most valuable. Prioritize essential tasks, know your limits, and maintain focus to ensure effectiveness.
Conclusion
These highly targeted campaigns are an interesting option for Customer-Led Growth, but only if they’re executed with precision, flexibility, and patience. Test these strategies in your field, refine them based on your experiences, and don’t hesitate to reach out if you have any questions—or just want to chat about the finer points of ABM over a virtual coffee.
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