Using Sequential Messaging to Boost Your ABM Campaigns

Sequential messaging is a strategy that allows you to deliver a series of targeted messages to your target accounts over time, which can help increase engagement and drive conversions. Also known as sequential advertising or sequential retargeting, these ads are shown across multiple devices or channels, guiding the target audience through the conversion process based on their unique needs.

Unlike general advertising, sequential messaging cuts through the marketing noise and creates a unique connection with prospects that evolves over time. These leads are shown a unique sequence of marketing messages that resonate with them and nudge them to convert. Sequential advertising places greater emphasis on the user and storytelling through ads over targeting devices. The marketing assets must be shown in a purposeful order.

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How it Works

Sequential advertising provides the user or prospect with a series of marketing messages that go from general to more focused content based on their initial action. These messages are targeted to the user or prospect across different devices, resulting in conversion. 

Typically, sequential marketing will go through three stages of advertising:

• First stage: In this stage, users see an ad that introduces them to the brand and appeals to their aspirations and beliefs.
• Second stage: In this stage, the user sees advertisements that elaborate on the first ad, satisfying their wants and explaining why they need the company’s products or services.
• Third stage: In this stage, the user sees advertisements with a strong call to action, inviting them to convert and make a sale with the business. 

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Here´s how Propensity Implemented Sequential Messaging in an ABM Campaign

Here’s a direct example from us that shows how Propensity used sequential marketing in an ABM campaign targeting marketers new to the job, with intent signals for ABM platforms and intent data. These marketers are searching for a new growth initiative to add to their company either because they want to try ABM or ramp up their lead generation results. 

Phase 1: Introducing Propensity and Account-Based Marketing

In the first stage, we introduced our target audience to Propensity and what we do. The messaging in the ads was general but targeted at marketers looking to try out ABM or ramp up their lead generation. For this phase, we used Programmatic ads.

Phase 2: Connecting with Marketers and Their Challenges

In the second stage, we set out ads that connected with the specific pain points and challenges marketing professionals would face when setting up a growth initiative. For this phase, we introduced LinkedIn targeted ads.

Our message sequences showed the target marketers that they could use their marketing budgets better, target specific in-market accounts better, and convert more leads into sales using Propensity.

Phase 3: A Strong Call to Action, Inviting Them to Sign Up for a Free Trial

In the final stage, we invited the marketing professionals to take action, specifically start a free trial with Propensity and discover how our ABM platform can solve their marketing challenges and pain points. In the last phase, we used LinkedIn ads and programmatic ads.

Our messaging encouraged them to get started with ABM and to build a campaign for free, using an easy platform to get up and running quickly.

Tell a Story Through Ads

Sequential messaging is only effective if it is used well with an element of storytelling. The messaging in sequential marketing needs to be relevant to where the customer is and help them move to the next stage. The more tailored and relevant the messages are, the likelier people will notice, remember, and engage with them. Learn more about Best Practices for effective ABM campaigns by connecting with one of our ABM Specialists!