If you are a company that wants to gain the most out of ABM, you’ll want to integrate these crucial five ABM best practices together:
- Audience Building
- Personalized Value Add Content
- Omnichannel Playbooks
- Lead Distribution / Sales Workflow
- Social Selling
However, that’s just half the story. To fully leverage ABM and fine-tune your outreach, you’ll want to connect your website to Propensity’s ABM Connected Website.
The ABM Connected Website accelerates time to value. With it, users like you can more quickly uncover hot leads and in-market accounts. And once you can see which accounts are visiting your website, you can better prioritize outreach and tailor messaging.
The good news is that your ABM Connected Website starts working almost immediately. To get the most ROI from ABM using the ABM Connected Website, we want to give you a peek behind the curtain and share a few best practices that will help you optimize your overall ABM strategy.
These tips and tricks have been used by various Propensity customers and have helped them achieve impressive results. When used as part of a broader ABM approach, they’ll help you engage with more accounts and close more deals. But first, let's quickly explain what an ABM Connected Website is.
What is an ABM Connected Website?
Propensity’s ABM-Connected Website is a feature of the larger Propensity platform. It identifies companies that visit your website by de-anonymizing them, matching them to intent signals relevant to your business, and finding leads within those accounts that fit your ideal customer profile.
Think of your ABM Connected Website as a way to examine and validate every visitor. Based on your account list, you’ll be able to see if visitors are part of your primary audience, gauge whether they fit your ideal customer profile (ICP), and see which location they visit your website from, among other location-specific information.
The ABM-Connected Website functionality can also rank how engaged accounts are on your website. It brings in intent data to uncover how visitors arrived at your website. For example, did they arrive via a UTM link, or were they searching for a specific topic? Are they an existing customer or open opportunity? If you have Propensity linked to a CRM, like Salesforce or HubSpot, you can uncover if it’s an active deal or an existing client.
Think of your ABM-Conencted Website as a fully-wrapped website tracking tool that includes first and third-party intent data, UTM codes, existing customer data, and open opportunity information that can be delivered to your inbox on a daily basis to help you track and optimize opportunities.
Finding and Setting Up the ABM Connected Website Functionality on Propensity’s Dashboard
It’s easy to find the ABM Connected Website on your Propensity dashboard. Simply look for it under Website Tracker and click on ABM Connected Website. Visit our ABM Connected Website set-up guide for more information.
Best Practices to Supercharge Your ABM Strategy
Now that you know what an ABM-Connected Website can do and how to find it, it’s time to make the most of this impressive tool! For that, we’ve compiled a few insider tips to help you maximize your lead generation and close opportunities.
Pay Attention to Intent Signals
Having a list of thousands of contacts versus 20 may sound great, but if those thousands of contacts haven’t shown any intent, they’re not worth as much as you think. The beauty of an ABM Connected Website is that it will laser-focus you on those with multiple intent signals so you'll have a much better idea of which account to focus on. The intent signals will also be full of helpful information that will help you deliver personalized, specific messaging that speaks directly to an account's interests. This personalization in turn provides the likelihood of higher conversion rates since you are speaking directly to your prospect's needs and concerns.
Therefore, zero in on the intent signals to learn more about your account’s unique interests. By doing so, you’ll be able to:
- Uncover hidden opportunities
- Build on your most successful activities to accelerate campaigns
- Leverage information to create a more personalized campaign
Use Your ABM Connected Website as a Signal for Which Companies to Actively Target
The ABM-Connected Website is designed to help companies figure out:
- Who is visiting the website
- Which accounts are visiting
- Who should sales be following up with
- Why you should follow up with them (based on intent signals)
Prioritize Follow-ups
Once an account has shown intent and visited your website, time is of the essence. We found that companies that follow up within 24 to 72 hours after a website visit witness a 3% to 5% engagement rate, with some companies noting even higher results. Therefore, providing a timely follow-up is critically important. The act of visiting the website is a form of first-party intent that denotes a high level of interest and awareness, but the window of opportunity is slim - strike while your brand is top-of-mind!
Be sure to emphasize to sales that these leads need to be prioritized. Whether it’s having a dedicated BDR whose job is to follow up on these generated leads or developing a sales strategy to have teams handle these leads first, the sooner you reach out to accounts after an initial web visit, the more effectively you’ll be able to start building that relationship or booking that demo.
If You Can’t Convert 3% to 5%, Start Asking Questions
When you reach out to accounts visiting your website (without ever filling out a form or signing up for a free trial) you get a second chance to engage. Typically, users see a 3% to 5% engagement rate when they reach out within 72 hours of a web visit. However, if you don’t see any conversion happening, it may be time to ask questions. Is there a reason for a lack of engagement that goes beyond messaging, or do you have to tweak your approach? Don’t be afraid to reassess your marketing and/or sales strategy as you go. Remember, ABM is designed to be iterative, and the process is most effective when companies use the platform as a way to learn from results - whether expected or surprising.
Use the ICP Builder
Uncover in-market accounts visiting your website via the ABM Connected Website and leverage the Ideal Customer Profile Builder to build your audience for your ABM Campaign. This tool is in beta, visit this link to try it out!
Like the Persona Finder, the ICP Builder allows you to enter company URLs into the form to generate all the intent signals the companies share in common or even keywords that are common on the website. This can help you build an ICP to use when you building your campaign audience. It will also help you decide on what keywords and intent signals you should be looking for to move closer to pinpointing your ideal audience as you iterate on campaigns.
Leverage the Appropriate Scoring Models
Propensity has two scoring models used for demonstrating if a lead is hot, and, depending on your company and goals, using one over the other makes a lot of sense.
Account-centric scoring (default): When using this scoring method, when an account visits your website, it can move from warm to hot. If there’s one visit for every ten contacts, you’ll be able to see the account is hot. This model works for targeting SMB and mid-market accounts as the circle of decision-makers is typically smaller.
Contact-centric scoring (can be requested): This scoring method is built for enterprises and is much more weighted on the contact’s behavior. If a company has multiple locations across the United States, for example, you’ll want to look at customer-centric scoring as it will give you an idea of, geographically, where the leads are coming from, and from that information, you can reverse-engineer who, or which buying circle, has intent.
Conclusion
The ABM Connected Website is a powerful tool that you can use as part of your ABM strategy. It's there to help you get a better understanding of your customer's intent so that you can understand what's resonating, effectively personalize messaging, and connect with website visitors in a timely manner. Don't be afraid to fold it into your ABM approach to truly get the most outmostmosy of your ABM experience!