Finom’s Blueprint for Smarter Growth
We'll be running an ABM route that targets a hand-picked list of high-value companies. Each ad spotlights the prospect and funnels them to bespoke landing pages with hyper-personalised follow-ups.
Our approach to the Italian Market Launch
We’re swapping out broad, catch-all campaigns for laser-focused ABM. Instead of spraying generic ads at anyone who might click, we’ll hand-pick our highest-value targets and hit them with personalised, logo-plugged messaging that speaks directly to their needs. From there, we’ll guide each account through hyper-relevant touchpoints all the way to close and beyond.
Traditional Campaigns
Traditional campaigns cast a wide net, pushing one-size-fits-all ads to as many prospects as possible. The goal is simple: attract a high volume of leads with broad messaging, nurture them en masse through generic content, then hope enough convert to justify the spend. While it can generate awareness quickly, it often dilutes relevance and wastes budget on low-fit audiences.
Account-Based Marketing (ABM)
ABM, by contrast, zeroes in on a carefully selected list of high-value companies. Rather than hoping generic ads resonate, we tailor every touchpoint, emails, social ads, landing pages, to each account’s specific needs and culture. It’s an upright pyramid: identify the perfect targets, engage them with hyper-personalised content, then land & expand by deepening relationships and unlocking upsell opportunities.
Our goal will be to launch multiple concurrent ABM campaigns against each target account, with a wide array of creative permutations, varying colour palettes, UI treatments, headlines and calls-to-action, so that we engage decision-makers from every conceivable angle. By running these variants in parallel and continually testing and optimising in real time, we’ll rapidly identify the most compelling combinations and maximise our chances of driving conversions and closing deals.
Why ABM Works for Finom
B2B campaigns like this thrive on precision: featuring a target’s own logo in our creatives instantly signals “this is for you,” boosting attention and trust. Personalised outreach drives engagement, leading to higher click-throughs, larger initial deals and a clearer path to long-term partnerships, maximising ROI and minimising wasted ad spend.
