Linear #002: How To Land $100K+ Clients
Linear #002: How To Land $100K+ Clients
A step-by-step guide to land BIG enterprise customers.
One ‘How To’:
How does one land $100K+ Clients?
To secure big customers that pay you $100K+ a year the answer is account-based marketing (ABM). ABM is a hyper-targeted strategy for high value prospects. You treat each account as a market of one and offer personalized marketing experiences and tailored content to win deals.
Now let's get to work. How you can start implementing ABM TODAY via a step-by-step action plan ⬇
Step #1 - Build a list of every company that fits into your Ideal Customer Profile (ICP). This is your IDEAL customer. Look at things like: -Company Size -Number of employees -Industry -Vertical If you don't know your ICP yet, make an educated guess.
Step #2 - Build an internal organizational chart for the top 50 companies on your ICP list. You must make a "Functional top-down" chart according to decision-making capability.
Step #3 - Create a list of channels you can use to target EVERY RELEVANT PERSON within the target organization. The success of a channel varies on your industry but start with a few proven ones: >Email >Phone Calls >Paid ads on social media >Conferences >Physical Mail
Step #4 - Start on your first channel (email in this example). >Find prospect emails via hunteri(.)io >Draft targeted/custom emails to each person relevant to your offering. >Present your solution as if it were made just for them. >Ensure you have a call-to-action. Example:
Send & track these emails with customer.io - See who opened the email & who clicked on the CTA - Use this knowledge to send follow-up emails
Step 5 - Move to customer acquisition channel #2 (LinkedIn Ads in this example) Create a CSV file & include these columns • Email address • First and last name • Company name
You need at least 300 rows in this file. Coursekey has about 60 folks So you would create 240 rows of dummy data.
Create a new LinkedIn Ad campaign with the objective of lead generation In the Audience section - upload the CSV file
Design a sleek ad copy & mention "CourseKey" in it prominently. Or just use the founders photo! So when they come across it, they WILL DEFINETLY look. As a CTA direct us to your website. Example - (PS: I'm not a designer :-))
Deploy the ad through cost-per-click for ~2 weeks. CourseKey has ~60 people, so you would get a maximum of 60 clicks At $5 per click, it would cost ONLY $300. CRAZY budget for LinkedIn Ads.
Step 6
- Retarget on Facebook & Instagram
- Create a Facebook Retargeting Pixel
- Integrate your website with it
All the folks from CourseKey coming to your website, either via emails or LinkedIn Ads, will see your ad on Facebook & Instagram again. Magic!
-The duration for this retargeting will be 2 weeks since your LinkedIn Ad is also deployed for 2 weeks
-Create an ad copy super targeted to the prospect & add the company name "CourseKey" somewhere in it, but it should be different than your LinkedIn ad
And BOOM! You targeted the prospect through Emails, LinkedIn Ads, Facebook Ads & Instagram Ads. If this isn't working rinse and repeat this with other channels. You should be hitting every big prospect via ~5 channels. Once you do that, YOU WILL get their attention.
Each enterprise sales person should typically handle this type of prospecting / outreach with 20 accounts per month. If you're hitting a prospect via 5 channels over a month period and not getting any sort of response. STOP, and move on. They are not an early adopter.
Remember, MOST won't respond. That's sales.
BUT, of the 20 accounts your hitting hard per month:
12 won't reply
4 should book a discovery meeting
3 should move to a demo
1 should close
At $100K a pop, you're now driving $1M+ worth of sales (!!)
ABM is magical. It's about REALLY understanding the business you are trying to sell to. Then hitting ALL the relevant folks with HYPER-TARGETED messaging via many channels. If you do it right, it performs. Like really, really, performs.
One Biz Story:
The story of Toast, a public vertical SaaS company supporting restaurants.
Click the photo to read the article.
One Vertical SaaS Breakdown:
Fractal’s State of Vertical SaaS, 2022 edition.
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