How to carry out ABM campaign while increasing ROMI up to 860% and conversion up to 46.8%

In this article, I’d like to share my professional experience in the use of ABM campaigns as part of pre-sale for B2B clients.

My studio of web–development and marketing is a boutique studio with the main specification of taking a small number of projects for constant support, preferring long-term work. Consequently, we do not need to convert a great number of leads, and our entire marketing is based on a custom approach to B2B clients.

I will review our internal experience of lead generation implementation through the audit as a case study that may help marketers with the realization of ABM campaigns.

Benefits and peculiarities of audit

The audit is a fairly popular mechanic, enabling the demonstration of team expertise and the conduct of several useful trials that a client can have in addition to complex cooperation. But audit is usually a paid service, which is okay.

Our approach

We have implemented an audit as a free initial step toward cooperation. We would thus choose the companies we were interested in regarding the niche, size, and other market features, and choose specific market players. In the very first email (they were written on my behalf, that is On behalf of a CEO), we would offer a small audit and a set of edits the client can implement immediately — using our resources or any other contractor.

The way we increased mailing effectiveness up to 46.8%

Naturally, emails with specific evident benefits had a high percentage of checks and the conversion in negotiations from 11 to 46.8%. This is an extremely high result for cold mailing. As a rule, the conversion in negotiations without a valuable offer was from 0.5 to 3.6% according to our experience.

Why and how free customer services lead to investment payback

Obviously, the audit with the team of UX, PPC, and SEO specialists with my personal review is a significant input in a project. I liked the conversion, but I didn’t want to put up with the fact that my team was draining in audits and every cold request cost about $350 of pure expenses. Multiply it by 20 audits in a week and get up to $7000 pure expenses weekly. Sounds crazy, doesn’t it? Up to $30000 expenses a month with no guarantee of payback.

But in practice, these expenses would give 200–860% ROMI and form a certain client’s loyalty from the start; we show that we believe in a product and are ready to invest our resources in it, and a client feels that we care about his product.

How to increase client’s LTV and other key metrics

That way, after the implementation of this practice, an average life cycle of a client increased from 4 months to 8, and some projects are still with us (more than 6 years already). Not less important is the fact that clients recommend us to their colleagues and friends, and it gives an additional volume of warm requests that do not require an audit.

There is more to come! As a marketer, I was interested in the increase of the payback rate, though the option to grow on account of the number of audits (and clients in parallel) was not for me, as quality is my highest priority. Consequently, I started taking measures to decrease expenses.

As a result, we standardized the process and made several checklists that helped us reduce the time spent on the audit by our specialists. Since the basic audit based on the checklist was held by junior employees and more qualified specialists conducted only verification and validation, we managed to significantly decrease the expenses.

Most importantly, these actions unloaded more qualified specialists and helped to set up a constant education of a younger team in the studio. The quality of the audit conduct was implemented as one of KPIs for junior specialists and influenced both financial motivation and career growth within the company.

What was the result we received?

  1. Audit costs decreased significantly.
  2. Junior specialists received a great volume of educational tasks and diverse practical education.
  3. Value as a first step in communication with a client increased the email checks up to 46.8%.
  4. Conversion in negotiations and sales also showed significantly higher results than classical lead generation channels.
  5. The average bill of the first contract and clients’ loyalty increased significantly.
  6. The life cycle of a project increased two and more times.
  7. The number of recurrent appeals and recommendations went up.

How do you work with B2B clients and what interesting cases do you have to share in your field?

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