Net new accounts
When creating an ideal customer profile (ICP), the majority of companies on the list are ones that have
barely been touched, if at all. These companies benefit from a brand led channel like account based
advertising that allows you to cut through the noise in the market. Deliver key messages from afar, showing
expertise and leadership, which in turn warms up accounts for closer touchpoints like social media, email
Once an account is in the pipeline, the messaging requirements shift. Introductory messaging showing
leadership can still be important, but also hygiene factors like awards, certifications, other clients,
company size can all infer safety and reduce opposition to being selected. The advertising also acts as a
nudge effect, which can remind the buyer to act on an outstanding action. This in turn shortens the time
taken for a deal to close.
Expanding your relationship with your existing clients is often easier than acquiring new ones.
Highlighting your work with other offices or departments can open the door to conversations more broadly in
a company. Warming up existing users with company targeted advertising can highlight successes increasing
the likelihood of renewal.