Scrappy ABM
Ep. 168 - From Awareness to Action: Fixing the Missing Middle in Your ABM Funnel
May 12, 2025
The host dissects an ABM strategy tailored for banks and health insurers, revealing key insights into ideal customer profiles. Attention turns to optimizing brand resilience tracking within the marketing funnel. Tactics like effective retargeting ads and industry-specific landing pages are highlighted as ways to boost conversions. Ungating demo content is suggested to speed up the pipeline, and a new 'meaningful engagement' stage is introduced. The discussion wraps up with a focus on refining messaging to better address customer pain points.
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Quick takeaways
- Reallocating resources to retargeting ads can enhance engagement by re-engaging potential customers previously interested in brand services.
- Developing industry-specific landing pages can improve relevance by addressing unique challenges faced by sectors like banking and health insurance.
Deep dives
Re-engagement Strategies
To improve audience engagement, reallocating resources toward retargeting ads based on previous interactions can be highly effective. This approach could help bring back potential customers who have previously engaged with the brand through initial awareness tactics like LinkedIn lead generation and content syndication. By transitioning from a singular focus on awareness to a more multi-channel strategy, which includes email nurture sequences and retargeting efforts, businesses can foster deeper connections with their audience. The goal is to facilitate the next step in the engagement process, moving them from initial interest to meaningful engagement.
