How Vonigo Improved Their ABM Strategy with Sniply CTAsFebruary 26, 2021
By Graham Lee, Marketing Automation Manager at Vonigo , makers of cloud-based field service software.
We have a problem that I’m sure a lot of companies, especially in the B2B software space, can identify with. With an extremely focused niche of potential customers in defined verticals (mobile service businesses), we use account-based marketing to help us gain traction with potential customers.
Whether a lead comes from our inbound marketing efforts or our ABM campaign outreach, for sales-qualified leads we like to pull out all the stops. For years, we’ve been using Snip.ly to add CTAs to the links we share on social media. This B2B marketing tactic has brought us the kind of success that results in plenty of ROI for the cost of the tool. But it’s a personalized approach to ABM strategy that we have had the best success with.
Here’s How We Make Account Based Marketing Better
Using customizable calls to action (CTAs), we’ve seen success with prospects and leads not only engaging with our content and links but also taking the desired next step to progress through the buyer journey and book a meeting. This has been a huge boon to our ABM strategy.
Research should be the first step with any ABM initiative. Personalizing the CTAs by a lead’s industry, company, and personal information impresses prospects and as a result, improves our conversion rates. With Sniply, we’re able to add CTAs to almost any link we want, whether the content belongs to us or not, and give our leads a personalized, actionable next step.
We see higher engagement with this strategic ABM method, as the URL is branded with a custom domain, the CTA is branded to Vonigo or to the rep, and we can even customize the shortlink.
And we don’t stop there. Using Snip.ly’s analytics tools, we’re able to test and track what elements are performing well, including the CTA, the shared page, and more.
A Specific Example of Our ABM Strategy
Let’s say for example that a large moving franchise is in our ABM pipeline. They are inquiring about how our platform works for moving companies. During our exchanges with that prospect, we can share any number of useful links, including video case studies, customer reviews, or any other relevant information that we think they might find interesting.
Whether those links are to our domain or not, like YouTube for example, we can include a button with a link to book a call or demo with the rep that has already been in contact.
As far as value for our investment goes, it works with devastating impact.
Measurable ABM Campaign Results
Many times, particularly on the ABM side, email will be the first touchpoint with a prospect. Getting them to schedule a meeting or call with minimal effort is the ideal result of our ABM program.
For large accounts that we are targeting, having them book a meeting indicates that they are connecting with the content and see the value in Vonigo. While we may have a greater number of customized CTAs, the personalization aspect is worth it.
We’ve seen many key accounts click through to book a meeting from timely link shares within our personalized (sometimes automated) emails.
If you’re concerned with keeping ABM leads in the loop and helping them progress through the buyer journey, consider using personalized short links with Snip.ly. Pumping up for ABM strategy with strong CTAs can help convert more prospects to the next stage in your sales process.
Marketing Automation manager at Vonigo | Makers of cloud-based field service software