How to Drive Computer Repair Business Growth Through ABM Tools?

computer repair business growth
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In today’s highly competitive era, computer repair businesses must find new ways to drive business growth for computer repair business and acquire new customers. One of the most influential modern marketing strategies is account-based marketing (ABM). ABM is a strategic approach that focuses marketing and sales efforts on targeted accounts that offer the most significant potential value. 

This allows computer repair businesses to build stronger relationships with high-value accounts, increase retention, and grow revenue. In this post, we will explore how implementing an ABM strategy with the right tools can be a game-changer for improving the computer repair business growth.

Types of Account-Based Marketing 

Three main types of ABM strategies exist for quick computer repair business growth.

Strategic ABM (One-to-One)

Strategic ABM takes a highly targeted approach, focusing on just a few high-value target accounts. This allows for highly personalized, customized campaigns for each account’s needs and challenges. Strategic ABM requires extensive research into each account to understand pain points and motivations. 

The goal is to build a trusted advisor relationship and become ingrained in the account’s operations. For a computer repair business, strategic ABM could mean targeting a few major corporate clients with multi-touch, personalized campaigns.

ABM Lite (One-to-Few) 

ABM Lite adopts a slightly broader approach, targeting a handful of accounts in an industry vertical or segment. While still personalized, ABM Lite doesn’t require the same level of 1:1 account research as strategic ABM. The goal is to identify common pain points and motivations shared by accounts in a particular segment. 

Campaigns are designed but not fully customized for each account. For a computer repair business, ABM Lite could target CFOs at mid-sized healthcare companies with relevant content about optimizing IT budgets.

Programmatic ABM (One-to-Many) 

Programmatic ABM automates identifying and engaging target accounts at a larger scale. Accounts are grouped into segments with common attributes using AI and account data. Programmatic campaigns are then deployed to reach accounts within a target segment across multiple channels. 

The campaigns are less personalized but still more targeted than broad outbound marketing. For a computer repair business, programmatic ABM could mean running LinkedIn ads targeted to IT managers at Fortune 1000 companies based on their demographics and interests.

When Should You Start Using ABM? 

The best time to adopt an ABM approach is when a computer repair business is ready to prioritize revenue growth from existing customers or new high-value accounts over acquiring new net logos. Businesses that rely heavily on inbound leads often need help with high churn and low lifetime value of acquired accounts. 

Shifting to an ABM strategy helps focus energy on accounts likely to have higher retention and growth potential. This is one of the best growth secrets of a computer repair business. Another factor is account concentration; if a high percentage of revenue comes from a relatively few large accounts, ABM allows for doubling down on those critical relationships. 

ABM may only make sense for smaller or younger companies once they establish a solid customer base. Overall, ABM requires particular marketing and sales resources and works best for companies ready to take a targeted, account-centric approach.

Account-Based Marketing Tools and Tactics

Here are some of the most effective ABM tools and tactics computer repair businesses can utilize to drive growth:

Bing Ads

With Bing Ads, computer repair businesses can target account lists and contacts directly using email addresses or company domains to serve ads. Retargeting high-value contacts after they’ve visited your site helps keep your brand at the top of your mind. Dynamic search ads can attract accounts that are researching IT services or troubleshooting specific problems.

Bing Ads allows for detailed targeting options beyond basic demographics and interests, letting you laser-focus campaigns on specific companies and roles. Set up conversion tracking to optimize ads driving valuable leads.

ABM Using SEO  

SEO can help a computer repair business attract accounts by researching related keywords if optimized effectively. SEO builds authority, and visibility by optimizing for keywords that target accounts care about and updating content regularly. Local SEO also helps drive foot traffic from nearby companies. Practical, relevant content convinces accounts your business understands their pain points.

Optimizing location pages and listings helps drive foot traffic. Guest posting on regional business sites builds local authority. Monitoring rankings for geographic and service keywords gauges performance.

Direct Mail ABM

Physical direct mail can capture the attention of business decision-makers since it stands out from an inbox full of emails. Personalized print materials like postcards or brochures mailed to specific companies maintain a top-of-mind presence. Direct mail conveys thoughtfulness and extra effort to connect. 

Just be sure messaging is relevant and not overly promotional. Utilizing a visual medium like direct mail gives control over branding from colors, logos, typography, and paper stock. Testing creativity with different offers or designs reveals what resonates most. 

Video Brochure ABM

Sending targeted video brochures is another tangible way to engage accounts with an interactive, visual medium. The video can address common pain points and explain your approach to delivering results. Seeing coaches or customers discuss working with your business builds trust. 

The video gives prospects a feel for company culture. Sending video brochures to specific decision-makers makes them feel prioritized. Keep videos concise authentic, and avoid overly promotional language. Share customer success stories showcasing particular results achieved. 

Email ABM 

While broader email campaigns have lower response rates, account-targeted emails generate more engagement. Brief, personalized emails with subject lines referencing the prospect’s company convey familiarity. Email nurture tracks with content help connect with accounts throughout their buyer’s journey. Sequence emails following up after conversations or meetings keep the dialogue flowing.

Test different email copy, offers, and visuals to determine what incentivizes target accounts to open, click, and reply. Monitor email engagement over time.

Phone Call ABM

Nothing creates a personal connection like an actual phone call. Trained sales team members can call into target accounts to discuss services and see if needs exist. Calls give prospects the ability to ask questions immediately and get qualified advice. Scheduling initial consultations and meetings advances opportunities. Record calls to refine approaches and train other team members. Just be sure callers sound professional and helpful, not sales.

Prepare detailed call scripts addressing common concerns and questions. Take detailed notes after calls to update CRM records and inform follow-up strategy. 

LinkedIn ABM

LinkedIn’s depth of account data makes it an ideal platform for targeted sponsored content and messaging. Create customized LinkedIn ad campaigns focused on ideal customer profiles. Use LinkedIn’s Matched Audiences to target existing contacts at target companies. Engage with prospects through InMail messages. Participate in relevant LinkedIn Groups to demonstrate thought leadership. Publish posts highlighting your expertise and experience helping similar accounts. 

Utilize LinkedIn’s Lead Gen Forms to capture contact info from engaged prospects. Share company page content and thought leadership posts regularly to nurture relationships.

Conclusion

Implementing a strategic account-based marketing plan can provide computer repair businesses with a blueprint for driving sustainable growth through stronger relationships with their most valuable accounts. ABM’s highly targeted, personalized nature helps ensure marketing and sales outreach resonates with accounts that offer the most significant potential lifetime value. 

The ABM tools and tactics discussed above demonstrate the many options available for businesses to increase visibility and engagement with priority accounts across channels. To learn more about ABM and other proven growth marketing strategies for your computer repair business, schedule a free consultation with our experts at RepairGrow today. With the right approach, ABM can transform how you acquire and retain best-fit accounts.

Frequently Asked Questions

What are account-based marketing strategies?

Account-based marketing (ABM) strategies focus on targeted accounts rather than broader lead generation. ABM is about engaging specific accounts with highly relevant, personalized outreach.

What is an ABM tool?

ABM tools include account data platforms, marketing automation platforms, targeted ad platforms, and CRM systems. These tools allow businesses to identify critical accounts, execute personalized campaigns across channels, and measure ABM engagement.

What are the goals of ABM?

The main goals of ABM include increasing market share from existing valuable accounts, increasing retention through stronger account relationships, speeding up sales cycles, and ultimately, increasing growth and revenue.