ABM Campaigns Overview

How can you be sure you are delivering the right content to the right audience? That’s what the ABM Campaigns tool was built to do for you.

Once you have created a board with killer content and eye-catching designs, the ABM Campaigns tool allows you to send out customized boards to dozens, even hundreds of contacts at once. This makes it easier for marketing and sales teams to reach targeted prospects, customers, and any other external audience that needs the content. The Send feature lets you run and manage campaigns directly from your mailbox.

This enables stronger alignment and collaboration between marketing and sales. Marketers can plan and orchestrate the overall campaign by choosing content and messaging for boards. Meanwhile, sellers can fully execute the campaign by sending customized boards directly to contacts and tracking how they interact with it.

To further streamline this process, marketers can execute campaigns “on behalf” of individual sales reps or the entire sales team. They can initiate an ABM campaign that is sent via specified mailboxes of sales team members. Account insights will then be returned directly to the sales mailboxes. The ABM Campaign tool’s flexibility allows you to “send on behalf” for a single individual or run on a massive scale.

Marketing and sales gain deeper visibility into account insights at every step along the customer journey. When your team sends out a board, Folloze uses their contact information to track the receiver’s engagement with that content. This data is fed into your Pulse tab and notifications bar and provide updates on campaign progress.

How it works

When you send someone a board, Folloze delivers them an email with the board attached. The email looks something like this:

When you integrate your team mailboxes with Folloze, the email will come directly from whichever email address you specify. This integration is available for email servers on Office 365, Microsoft Exchange, and Gmail. 

You can also send a Content Play. In this type of campaign, rather than share a full board all at once, individual items from the board are sent out one by one in automated emails, providing prospects with a steady “drip” of relevant content throughout every stage of the sales cycle.

Types of Campaigns

There are 3 ways to send ABM Campaigns:

• Me: the campaign will be sent under your name, your contact card will appear when recipients visit the board. You will get the notifications as recipients engage with the board.
• Someone else: this is the “send on behalf” feature mentioned above. No matter who creates the campaign, you can specify the email address that sends it out to your intended audience. The specified sender’s contact card will appear on the board and that individual will get notifications when recipients engage with the board’s content. This is a great way for a marketer to send a campaign on behalf of a sales person.
• Multiple senders: this is the same as “send on behalf” except that it allows you to create a campaign that is mapped to multiple mailboxes. Each recipient is mapped to a specified sender for contact card and notifications. This provides a highly customizable, yet scalable tool for marketers.

What the receiver sees

When you send a board, the receiver is automatically categorized as a viewer. Viewers see all your board content, and can forward the board to their own contacts as well.

Once the receiver is identified as a viewer, Folloze can use their contact information to track their activity. This provides you with analytics and notifications that map your campaign’s progress. This, in turn, allows you to respond in different ways to viewer actions.

Note that you cannot use this feature to add Editors and Subscribers. If you would like to add a new user to this level of interactivity, use Invite. Click to learn more about the difference between Invite vs. Send.

Send replaces Mail Merge

If you have sent out boards to multiple contacts using Microsoft Office’s Mail Merge in the past, the Send feature now serves this function.