One-to-Many Prospect Email

Share new relevant top of funnel content with a list of prospect accounts to increase brand awareness and interest.

Quick Links
Play Breakdown
Play Overview
Identify
Attract
Engage (Uberflip Setup)
Measure & Optimize

Play Breakdown

Play Overview

Identify

As with all good ABM campaigns, the first step is to identify your target audience. Using an intent data provider like 6sense or Demandbase, you can begin to narrow a list of target accounts based on who is showing some level of interest or intent in the top of your funnel. You may also already have a list in your marketing automation platform or CRM of prospect accounts that you want to go after. Make sure to segment them based on your ideal customer profile so you can create curated destinations of relevant content that resonates.

Attract

Once you have your target list of accounts, the next step is to set up your email in your marketing automation platform. Here are some best practices you'll want to consider:

• Personalize the email more than just adding in their name and company. Make sure you're speaking to their role, stage, needs, and any other segmentation factors. The content you link to should also speak to the same audience and stage.
• Keep the email simple. Too many call-to-actions may overwhelm the recipient as they become overloaded with choice. Limit your CTAs to a few relevant options so the recipient can give them their full attention.  
• Optimize the position of your content links. If there's more than one CTA, think carefully about the order and placement of the CTAs. Do you want the recipient to go to a specific content piece more than the others?
• Make sure the voice, tone, and look of the email matches the destination to create a seamless experience from channel to content destination.

Engage

With your target audience defined and your email drafted, the next step is to set up your content destination. Ideally you've chosen or created a few new top of funnel pieces of content that speak to this audience. You'll want to create a new marketing stream specifically for this email campaign and add the new pieces. To supplement the new content, you can add other relevant awareness content tailored to the audience. Tags are a great way to easily find and add pieces to your marketing stream.

The email links will take visitors directly to the new content items in your marketing stream. Since we'll be sending visitors directly to the item and not the stream, you'll want to make sure the item pages are optimized for content binging. What does this look like?

Item Optimization Tips:

Add the Content Recommendations panel

• By implementing Content Recommendations in the left side panel you can offer more relevant content above the fold.

Optimize your content to be scannable using the WYSIWYG content editor

• Attention spans have decreased so making your content as scannable and easy to consume as possible will help the visitor to find what they're looking for. Use headers, bullet points, imagery, and links to help break up the content and making it more visually appealing.

Add show-beside form CTA to request a demo or book a meeting

• Set up an enticing form CTA that captures the visitors attention to request a demo or book a meeting. Make sure these form submissions are monitored and passed off to the right individuals.
• Alternatively, if it's too soon to be requesting a demo or booking a meeting, you can link visitors to a relevant high-value gated asset using a show-beside link CTA. Make the CTA enticing to encourage the click. When the visitor clicks through, the high-value asset will be set up with a gated form CTA so the visitor will need to complete their information (which gets passed to your MAP) to get access to the asset. 

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Measure & Optimize

Now that you’ve run your ABM campaign, you want to know how it’s performing. What areas can be optimized, and how is it helping to reach your campaign objective, and as a result, your business objective. 

To measure and optimize your campaign performance you have several options within Uberflip Analytics. Which option you choose depends on how specific your insights are and whether you have access to enriched analytics. 

The following resources will help you navigate Uberflip Analytics and learn how best to track your campaign performance:

• Monitor Your ABM Campaign in Uberflip (Video)
• ABM Campaign Analysis (Play)