CLG Logistics: Practical Tips for Precision Campaigns

Summary

Highly targeted marketing and sales campaigns benefit from strong logistics. We have organized these practical tips into 5 sections:

1. Doing strong account research
2. Overcoming localization challenges
3. Building a modular process
4. Executing in waves
5. Avoiding overcomplication

Read more below for specific tips.

By Tom Swanson, Engagement Manager at Heinz Marketing

We often think of “Spearfishing” as largely for net-new logos.  Embracing customer-led growth gives us more options for how and when we use highly-targeted, precise tactics to drive more revenue.

It makes sense to double down on those who’ve already opened the door.  This is marketing 101, but how do we actually make it happen?  We have defined CLG in other posts, if you are new to the concept I recommend starting there.   That being said, I tried to keep these applicable to any who are looking to run some ultra-targeted campaigns.

Highly targeted ABM (Account-Based Marketing) campaigns align perfectly with this strategy, allowing for deeply personalized outreach with 3 main use-cases:

• Winning back past customers: You had them once, and with the right approach, you can bring them back. It’s all about addressing past pain points (and maybe avoiding the bath metaphor).
• Expanding existing customers: Deepen engagements with your current customers by understanding what makes them tick—and what makes them tick louder.
• Targeting key accounts: Not directly CLG, but it can support the effort if you are targeting accounts with the highest likelihood for expansion.  Tighten up that ICP.

Section 1: Account Research

This effort is reliant on having solid research for each account. Gift selection, billboard positioning, coffee cart location, any of these tactics all benefit from knowing the details.  Different audiences share different aspects of their lives, and understanding this can make all the difference:

• Research personal affiliations: LinkedIn is your best friend here. Profiles may show if they’re sitting on any boards, subscribing to newsletters, or participating in causes.
• Personalize for champions: It’s easy to focus on decision-makers, but don’t forget the champions. These are the people within the organization who do the legwork of convincing others. Treating them like the decision-makers can generate a lot of goodwill and action.
• Consider charitable actions: Sometimes, it’s not about giving them something; it’s about giving on their behalf. A donation to a charity they support not only stands out but also lets you do a little good in the world. It feels better than sending yet more swag.

Section 2: Start Early with Localized Targeting

When planning localized tactics, get it going as soon as you know where the accounts are located. If you’re thinking about using a food truck or coffee cart to win over your targets, start by navigating the world of local permits. We have run into some considerable timeline questions here, it’s not always as simple as it seems.

• Obtain necessary permits: Local permits are where we have run into the biggest challenges.  Any time you want to put something in a public place, check on permits. Start early, and don’t assume it’ll be a quick process.
• Plan logistics in bulk: Don’t tackle these logistical tasks one at a time. Group them together to save yourself from constant headaches. Securing building permissions, coordinating with vendors, and understanding the lay of the land should all be done in one swoop. This way, you can get to a realistic budget faster, which will help you deploy funds efficiently.  Very handy to record these as you go.
• Have a backup plan: Not everything is going to work out. Sometimes you’ll be starting after the permit deadline, sometimes you’ll get a polite “no thanks” from the building manager. Always have a Plan B ready. Increasing simple charitable donations can often do the trick as an alternative engagement strategy. That’s my personal favorite, but it should depend on your account research.

Section 3: Build It To Be Modular

If you plan to try to scale this effort, it needs to be repeatable.  Building your processes to be repeated from the start will set you up to hit the gas faster if you see promising results.  These are the best ways we have found, so far, to get the process into a solid spot from the get-go.

• Develop repeatable modules: Create repeatable modules that can be mixed and matched depending on the situation. Some modules will work great with one account, others with a different one. Over time, you’ll get a feel for the right mix and costs, and you’ll be able to predict your budget with speed and accuracy.
• Use project management tools: Tools like WorkFront, Monday.com or Asana are great fits here. I have found the card-based Kanban style to be a bit more of a challenge with something like this, so I didn’t go with Trello.  Personally, Asana’s task/subtask structure has been the best.  Workfront offers templating, and is a great fit for larger teams with (even) more moving parts.
• Estimate modular costs: By breaking down your campaign into smaller, modular sections, you’ll be better equipped to understand the costs involved. This allows for easier adjustments on the fly, ensuring you’re always within budget—or at least close enough.

Section 4: Execute Campaigns in Waves

As mentioned above, there are a lot of moving parts in this effort.  This is true of each stage from planning to execution, especially with rolling launches. To keep everything moving smoothly, it’s best to execute your campaigns in waves.

• Group similar tasks: Most of the planning tasks can and should be batched together. Account research, messaging development, and channel selection are all tasks that fit nicely together. By doing them concurrently, you streamline your workflow and get to execution sooner.  Executing is where delays are more likely, so getting through planning is important.
• Stagger launches: While batching is great for the strategic tasks, it can hinder the execution ones.  I like to roll these campaigns out in waves. This also gives you the breathing room to make adjustments based on real-time feedback. Working out the right tactical mix, messaging, and follow-ups will take a bit of trial and error.
• Identify workflow issues: No plan survives contact with the enemy (in this case, not selling things). Expect a few bugs in your workflow and be ready to fix them as they pop up. Each wave gives you a chance to refine your process, making the next one even smoother.

Section 5: Don’t Overcomplicate

Simplicity might be the hardest thing to achieve, but it’s also the most valuable. When you’re managing multiple ABM campaigns, it’s easy to get caught up in the complexity. Resist the urge.

• Prioritize essential tasks: Focus on the most critical elements of your campaigns and don’t get bogged down in unnecessary details. There’s a lot to be said for sticking to the basics, especially when the basics are what’s driving results.
• Know your limits: Be aware of the limits of your research and tactical efforts. Sometimes the information to pick the perfect gift just doesn’t exist or is prohibitively time-expensive.  Set some limits around how much time/effort should go into the personalization.  With more experienced teams, you can base this on the potential size of the account or likelihood to win.
• Maintain focus: Keep your campaigns streamlined and straightforward. Try not to take on too many big ideas at once.  This not only makes them easier to manage but also more effective. Remember, it’s better to do a few things well than to do a lot of things poorly.

Conclusion

These highly targeted campaigns are an interesting option for Customer-Led Growth, but only if they’re executed with precision, flexibility, and patience. Start by honing in on the right accounts, build your campaigns with modularity in mind, and always keep things as simple as possible. And most importantly, remember that success in ABM isn’t about grand gestures—it’s about the right gesture, to the right person, at the right time.

Test these strategies in your field, refine them based on your experiences, and don’t hesitate to reach out if you have any questions—or just want to chat about the finer points of ABM over a virtual coffee. Just don’t expect me to bring the food truck.