How I Got a New Job in 5 Days Using Account-based Marketing
A couple of disclaimers here; this is not me disregarding the efforts of the thousands of people out of work right now. I’m lucky to have a financial safety net that allows me to take calculated risks. I’m also in possession of something in high demand right now – digital skills. Lastly, I wholeheartedly believe in manifestation, and I manifested the f*ck out of this. I hope this post helps you look at your job hunt with a new perspective, but also take the time to acknowledge that finding a job is hard and you’re doing great.
What is account-based marketing?
Account-based marketing is a focused approach to B2B marketing in which marketing and sales teams work together to target best-fit accounts and turn them into customers.
Rather than inbound marketing, where you attract lots of people to your business and then qualify them down until a select few become customers, account-based marketing focuses on people that you already know are a good fit for your business and attracts them with highly-personalised content and communication. Granted, not all of them will become customers, but the conversion rate is much higher. The trade off is the time and effort required by such a personalised approach.
Account-based marketing works particularly well in instances where you need a small number of high-value customers and your sales cycle is typically quite long. This applies well to job hunting – I only needed one job, that job will be high value over the course of my tenure and the recruitment cycle is typically quite long.
Step 1: Select key, target accounts
I started by identifying my target companies. Lucky for me, there are a finite number of companies that offer Digital apprenticeships and they’re all listed on the government website. I used the Scraper chrome extension to scrape the search results and copied them into a Google Sheet. I then went through and validated that each provider:
- Was located in and around Birmingham
- Offered Digital Marketing apprenticeships
- Looked like the sort of place I’d like to work
I also checked to see if they had any live vacancies that might be a good fit. I highlighted these in my Sheet as priority accounts. If you’re doing this for a business, you could also use HubSpot’s ABM tools to tag target accounts.
This left me with a list of 18 companies to reach out to, 3 of which had live vacancies.
Step 2: Identify the main contacts and stakeholders within the organisation
I applied for the 3 live vacancies and set about identifying contacts and stakeholders for the remaining 15. I used LinkedIn Premium Career on a 1-month free trial to do this. For each one, I made sure to send a LinkedIn connection request, follow the company page, engage with a couple of posts and sign up for any relevant email lists on their website. This would make my name recognisable when it landed in inboxes and showed I was genuinely interested in what the company was doing.
Step 3: Nurture them with content offers and personalisation
I set myself up with a free HubSpot account and imported my contacts. I then created an email template with personalisation tokens. I also made sure to personalise each email manually with what I’d learned about the company from my research.
I uploaded my CV to the Documents section of HubSpot so I could get notifications when it was opened and made a 5 minute Vidyard video to introduce myself to each contact. I also included a HubSpot meeting link, so people could book a call with me without the friction of going back and forth on timings.
As is the way with job hunting, I ended up sending most of these emails during the evenings and on weekends. I used Gmail’s scheduling tool to schedule emails for first thing on Monday morning, hitting people’s inboxes when they would be most likely to see them.
Step 4: Convert them into customers
In the end, I only reached out to 2 of my contacts using this method and both of them replied with really positive feedback. Digital Native didn’t have a role advertised and weren’t looking to make a new hire, but were really impressed with the effort I’d put into my outreach and connected with the energy I was putting out. Within 5 days of first contact, I had a job offer in my inbox.
All in all, this process took me no more than 5 or 6 hours. Searching and applying for open vacancies would likely have taken much longer and wouldn’t have resulted in me landing the role at Digital Native.
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