One of my favorite marketing people in the world is Dan Kennedy.
He’s an old-school direct marketer with the ability to speak the brutal truth.
And at times he’s a bit like your cranky uncle.
One of Dan Kennedy’s core ideas is the marketing triangle. See this image for an example:
Dan Kennedy’s Marketing Triangle
The marketing triangle has three sides: Message, Market, and Media.
Let’s break it down in reverse:
- Media – You have to be where your prospect is looking. If they’re on Facebook, you should be on Facebook. If they are reading a trade publication, you should be there too.
- Market – Who is your customer? “Everyone with a business” isn’t good enough. Who can benefit from your product the most? Who is it for?
- Message – Or in Dan Kennedy’s terms “match bait to critter”. Your message has to attract the right audience.
This is Marketing 101. If there’s one lesson I could give to a freshman marketing class, that’s it.
Now if you work in the B2B space, you may have heard of Account Based Marketing or “ABM” for short.
With account based marketing, you focus on a list of key accounts (could be as few as one or as many as a couple hundred).
These are your ideal customers. They are the ones that are your market.
Then, you reach out to them with customized messaging designed to engage with their unique needs. You focus your message on their needs – not on your product.
For a long time, in order to reach these people, you’d either have to spam them with email or send them direct mail. Our media was limited.
Now, here’s the cool thing: our ad targeting tools are better than ever.
The ability to target media on an individual level is now here!
With the right platforms, we can be everywhere our prospects look.
- When they are on Facebook, we’re there.
- When they browse LinkedIn, they see our ads.
- When they read the NYT, they see our content.
I like to think of it as putting them in our bubble. Everywhere they look – we’re there.
Your prospect in a bubble of ads and content we create. Everywhere they look, we’re there.
So we’re on the media where they are. We’re hitting them with a deeply impactful message. And we’ve done extensive research into the market. We know their names.
This ABM service is being offered by several enterprise level companies. And there are several software packages you can use to help with ABM. To do ABM well, they charge $30,000+ in monthly fees and retainers. Then you have to add your actual ad spend on top.
If a lead is worth millions of dollars to you, $30,000/mo is nothing.
But for the rest of us, ABM has been out of reach.
Through the improvement in technology and ad platforms, we’re able to offer ABM at a fraction of the cost of traditional agencies.
We’re doing a limited pilot program with a handful of clients. If you’d like to be included, reply to this email and we’ll setup a call or you can watch the webinar we put together on our site.
We’ll help you get the right message, to the right market, across a variety of media.
P.S. Due to the research intensive process, we’re only able to work with a small number of clients at a time. So if you’re in the B2B space and planning out your 2019 marketing, reach out before we fill up.
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