In the competitive world of staffing services, the traditional approach of sending random emails and making cold calls often falls short. Many staffing firms overlook the importance of a targeted strategy, leading to wasted efforts and missed opportunities.

Most companies hire people they believe to be high performing staffing sales reps, and let them figure it out on their own, based on their network and potential contacts. The reality is that most sales reps give up on the pursuit of targets after too few attempts. This is where a well-planned Account Based Marketing (ABM) strategy can bridge the gap, allowing staffing firms to identify and penetrate key target accounts effectively.

This article delves into the step-by-step approach for implementing Account Based Marketing in the staffing industry, tailored to the size and capabilities of your firm.

The Importance of a Targeted Sales Strategy in Staffing

The size of your staffing firm significantly influences the type of companies you should target. Large staffing firms have a better chance of securing positions in vendor management programs (VMS) or managed service provider (MSP) accounts. In contrast, small to mid-sized staffing firms are better served by focusing on mid to small-sized companies, often locally, to build their brand and increase revenue. Sometimes, small to mid-sized staffing firms make the mistake of targeting “whales,” spending a lot of cycles on accounts they will never penetrate.

ABM is particularly effective in addressing these nuances. It focuses on identifying high-value accounts, creating personalized marketing strategies, and fostering long-term relationships. This targeted approach not only enhances efficiency but also improves conversion rates, client satisfaction, and overall business growth. Moreover, maintaining a consistent and sustainable ABM plan provides accountability to your team, ensuring that efforts are focused and productive. This strategy must be a company-wide approach, not limited to individual sales reps. Turnover among sales teams is common, and a consistent company strategy ensures that the pursuit of targeted accounts continues regardless of who is making the effort.

Step-by-Step Approach to Implementing ABM at Your Staffing Firm

 Step 1: Identify Target Accounts

Begin by defining your audience persona. Consider factors such as company size, industry, location, pain points, and staffing needs. Use your applicant tracking system and market research to compile a list of potential target accounts that match your audience persona.

Tools such as LinkedIn Sales Navigator, ZoomInfo, and Agency Leads can help you narrow down this list by providing detailed insights into companies and key decision-makers.

Step 2: Segment and Prioritize

Once you have your list of target accounts, segment them based on their potential value and strategic importance. Prioritize these accounts to allocate your resources effectively. Consider factors like the likelihood of conversion, revenue potential, likelihood of expanding into different sectors such as IT, finance, and accounting or light industrial, and alignment with your firm’s strengths.

Step 3: Conduct In-Depth Research

Thoroughly research each target account to understand their business model, goals, challenges, and hiring needs. Identify key decision-makers and influencers within the organization. This information will be crucial for crafting personalized messages and building rapport.

Step 4: Develop Personalized Strategies

Tailor your marketing and sales efforts to each target account. Create a personalized content marketing plan and messaging that addresses their specific needs and challenges. This could include case studies, whitepapers, and customized proposals that showcase how your staffing services can solve their unique challenges. It’s important not to assume anything regarding their needs, but to talk to specific information about the connection points between your staffing firm’s offerings and their business goals.

Step 5: Engage and Nurture

Reach out to your target accounts through multiple channels such as email, social media, and phone calls. Use a mix of content and direct communication to build relationships and nurture leads. Identify connection points for the target accounts, offering opportunities for warm connections. Regularly follow up with valuable insights, industry news, and updates on your services.

Step 6: Align Sales and Marketing Teams

Successful ABM in staffing requires close collaboration between your sales and marketing teams. Ensure they are aligned on goals, strategies, and metrics. Use integrated tools and platforms to share data and insights, allowing for seamless coordination and execution.

It’s important that your applicant tracking system has the capability to manage the sales process and funnels to track progress. Note that many applicant tracking systems are just that, applicant tracking systems, geared towards managing the supply side of the business, not the demand side. If your ATS doesn’t have the sales CRM capabilities to manage progress of your ABM strategy, check out our ATS Selection ebook to see if there is a better option for your staffing firm.

Step 7: Measure and Optimize

Track the performance of your ABM efforts using key metrics such as engagement rates, conversion rates, and revenue growth. Regularly analyze this data to identify areas for improvement and optimize your strategies accordingly. Continuous refinement will help you stay ahead of the competition and achieve better results. And don’t forget to keep tight measures on individual sales performance- we have a guide to help measure this activity, if you don’t have one of your own!

Ready to Leverage Account Based Marketing at Your Staffing Firm?

An ABM strategy can lead to more consistent opening of key accounts, sustainable business over time with anchor accounts, deeper relationships between client and company (independent of sales rep), and the ability to cross-sell or migrate into new staffing verticals. By identifying key target accounts, developing personalized strategies, and fostering long-term relationships, staffing firms of all sizes can maximize their success.

Clear accountability from the sales teams and their attack plan is essential. Providing named accounts to penetrate gives a specific direction and approach, while being opportunistic often leads to endless, unproductive activity. Consistency is crucial: not staying the course or continuously changing strategy resets progress, and it can take years to crack good accounts. Staying the course is vital for long-term success.

Building your brand reputation with targeted accounts is also crucial. Your organization’s name should become a recognized brand within the staffing industry, regardless of the individual sales rep. This way, targeted organizations recognize the value and reliability of your brand, ensuring continuity in relationships even with changes in the sales team.

Embrace Account Based Marketing in your staffing firm to move from scattershot efforts to precision targeting and watch your firm thrive in a competitive market.