How Winmo Accelerates an ABM Approach

January 26, 2022

Over the last few years, there’s been a monumental shift in outbound prospecting approaches. If you haven’t been living under a rock, you might’ve heard of Account-Based Marketing (ABM). The short definition of ABM is handpicking the accounts you want to work with based on how well they fit your Ideal Customer Profile (ICP).

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Now, I won’t go in-depth on how to build out an ABM plan. I’ll save that for the pros over at Catapult. What we’re going to go over is how exactly Winmo helps you nail down the best contacts toward your ICP and what tools are available in Winmo to really hone in on what you need to say to stand out. 

Step 1: Use WinmoEdge to Find a Live Opportunity

If you’re looking for new business, WinmoEdge will be your best friend. From an ABM perspective, this is where you can section articles our research team is putting out every day specifically to your ICP.  For example, if I’m a healthcare-specific agency, the first place I’m going is Industries, then Health & Pharmaceuticals. This is where I can find brands that are active opportunities in the marketplace RIGHT NOW. Bonus points if I discover the brand is undergoing an agency review. 

How Winmo Accelerates an ABM Approach

Step 2: Read the Article, Find the Best Contacts, Save Them to a List

Our research team is awesome. Not only do they give you a breakdown of what’s going on with a live opportunity (i.e. how to relate to them), they’ll give you the best contacts related to that opportunity for you to reach out to. I’m saving these contacts to a list in Winmo or I’m exporting them directly to Salesforce or Hubspot. 

How Winmo Accelerates an ABM Approach

Step 3: Dive into the Brand Profile

You’ve got the best contacts AND you’ve got relevant information for outreach. What’s missing? The ultimate goal of ABM is to find accounts and contacts that fit your ICP. We need to make sure this opportunity fits into the wheelhouse of who we want to target. From that WinmoEdge article, you can take a deep dive into the company profile to get media insights and analytics. 

The top 3 areas I’m checking out?
  1. Bombora intent (Contributed by Andrew Orlando, Catapult): Surge intent data from Bombora is integrated into Winmo to give you the power to identify a specific problem a company is ACTIVELY looking to resolve. Of course, Winmo provides the contact data you need to execute this outreach, so rely on those Surge intent insights to target specific stakeholders dealing with a particular problem that you can solve. You’ll be far better off than the emails you’ll see piling up in your junk folder.
  2. Media Spend: A high-level look at how a brand is spending in traditional and digital channels. I’m checking here to make sure they even spend media dollars in areas I operate in. On top of that, I’m taking a peek at the media planning and buying period to understand when my services would make sense for them. Don’t want to offer advertising after their budget is already spent.
  3. Agency roster: In sports, teams always review the footage of their competition to understand who and what they’re up against. The agency roster is your opportunity to do that. Unless an agency review is being forecasted by WinmoEdge, it wouldn’t make sense to go after a company that already has the services you offer covered. Vice versa, it would make sense to go after a company that doesn’t work with an agency with your service.

Step 4: Craft Your Message

Let’s review: Do they fit my ICP? Do I have relevant, recent, and relatable information? I understand the media spend, analytics, and standing of the brand? Let’s pretend we’re that healthcare agency and put our message together.

How Winmo Accelerates an ABM Approach

Think an email like this would make you stand out from the crowd?

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If you liked this blog post, check out:

  1. What’s Causing the Decline in CMO Tenure? Q&A with Winmo CEO Dave Currie
  2. How to Implement Winmo’s New OTT Insights
  3. You Found a Sales Opportunity, But What Next?

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