Before we dive into how to identify your Account Based Marketing (ABM) leads on your website and automate flows for this, we probably first need to explain what Account Based Marketing is.
What is Account Based Marketing?
In short; running marketing on certain companies to convert them into customers. When you are in a niche you don’t want to target all the companies in a certain area, this is where Account Based Marketing (ABM) can come in handy.
Before you can do any ABM, you must determine your Ideal Customer Profile (ICP) first.
You can look at a lot of criteria, here are some you can take into consideration;
- Size of the company
- Size of a certain department
- Use of certain tools/systems
- Size of the revenue
After you can create a list of all the companies matching the two criteria above, these are now your “Target Accounts”. The total number of accounts varies per company as it is dependent on the average revenue per account you are getting.
Recommended: If you haven’t defined your ICP yet, read this guide first.
How to identify ABM leads on your website?
When you have set up marketing campaigns towards your target accounts you want to keep track of every interaction they have with you. Emails, phone calls etc. are easy but the thing which is often overlooked is what that company has done on your website, this means you can track company behaviour before they get in touch with you. This is where Leadfeeder comes in place.
If you don’t have a lot of marketing budget to run any paid campaigns, check out the growth hacking tools for Linkedin to start engaging with your target audience at scale.
We will be covering two ways of how you can identify ABM leads on your website using Leadfeeder;
- Uploading a company list within Leadfeeder
- Set up a custom feed with company names
Uploading your company list
If you created a list of companies in excel you want to target you can easily upload the list into Leadfeeder, this way you can get notifications when they have visited your website. You will have to upload the list in your settings, to get started.
After clicking on imported lists you will get this view, where you can import your files.
Leadfeeder offers the option to upload up to 50 lists, this means you can have multiple campaign lists within your account. This works great if you have different regions/products/services or anything else you want to separate. You can also create target companies per Salesperson, this way you can send them later on notifications if they came to the website.
Make sure to give the list you upload a name which makes it easy to remember which companies are within the list and who it is for.
Below you see an example with three lists uploaded. You can see the name you gave it, the content within the list and the number of entries. It also shows you if it is working properly. If you get an error or the amount is 0; make sure you follow the guidelines from the previous screenshot.
When the file is properly uploaded and everything works correctly you can now use it as a filter within the Custom Feed function. See the other guide on how to get there step by step. When you are in the custom feed, you can search for ‘imported’ and find the “Imported company List” function (you can also find it under Company Info).
When you have selected the imported company list filter you will see all the lists you have uploaded to the system.
Once you have selected the list you want, the filter will go live automatically. This works really well as you can directly see if the list is picking up any companies in the time interval you have selected. As you can see below we went from 2039 leads to only 5, which are the accounts we are looking for within one list.
Pro tip: ABM is not about the number of leads, but it is about the ‘right’ leads.
Once everything works you can save the feed and it will show up at the sidebar with the name you gave it. This way you quickly see if any of the leads within a certain time frame match any of the names within your list.
The feed you have created will be listed under ‘custom’ feeds and can be accessed easily by opening up the tab and clicking on the feed name you gave it.
In the above example, we opened up the feed created for marketing agencies. The amount of leads we will see is dependent on the time frame you select. To be very clear, the leads should have visited your website within this time frame to be visible.
As you may create a lot of custom feeds you can see the filters always easily in the right upper corner as well. This way you know exactly what kind of criteria these companies match before showing up in the custom feed.
As this is nice it does not do anything automatically for you yet, we will now show you how you can edit a custom feed and create automated actions for it. Go to the right upper corner and click on ‘edit feed’.
There are multiple tabs within the custom feed you can dive into to set up your automation;
- Email notifications
- Slack notifications
- Automated Leadfeeder & integration actions
Email notifications are straightforward. You can choose to get notifications on a daily or weekly basis about leads matching the criteria you have set. The person has to be an user within the account to be able to get notifications this way. If you want to send emails to someone outside the account you can check out the automated notifications part.
For automated slack messages, you can send these only to public channels and you will see them in the list directly when you integrate Slack.
