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.
AI Snips
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Transcript
Episode notes
Use Retargeting to Re-engage
- Shift budget from LinkedIn lead gen and content syndication to retargeting ads for re-engagement.
- Combine retargeting ads with email to create a multi-channel re-engagement strategy.
Create Vertical Specific Landing Pages
- Create vertical-specific landing pages targeting banks and health insurers.
- Ungate demo content and personalize it by vertical to accelerate pipeline progression.
Add Meaningful Engagement Stage
- A "meaningful engagement" stage is missing between initial engagement and qualified lead.
- Bridging this gap with case studies and solution exploration boosts engagement and conversions.