Private Aviation ABM Strategy

CFG's proprietary algorithm matches you to the best private jet experience. I partnered with this brand to create an account-based marketing program focused on targeting high ticket clients. 

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The Challenge

CFG is a unique company. They have developed an AI-based proprietary technology that matches the client with the jet charter experience tailored to their needs. From take-off to touch down, you can expect impeccable service.  The target audience for this luxury service is high-net-worth individuals and A-list celebrities. CFG wanted to maximize engagement with its high-net-worth customer.  To achieve this we opted for Account-Based Marketing (ABM) tactics. Account-based marketing focuses on growth. It’s used to engage high-value accounts. CFG is a company that understands the benefits of AI and using AI-based tools.

CFG already have their own proprietary AI technology that matches their clients with the most relevant and best-value private flight options. Since CFG knew the benefits of AI it was easier to introduce them to AI-powered marketing that took their ABM program to the next level.

CFG aspired to be the market leader in the private aviation space. As a mid-stage startup in a highly competitive market, CFG faced some serious challenges:

  •  A higher Cost per Acquisition (CPA) for the high-net-worth client
  • Scattered marketing attribution data
  • Lower conversion rates than desired
  • Misalignment of sales and marketing goals

 The Solution

First I wanted to align the sales and marketing teams. I worked with both teams to analyze existing client data in HubSpot company records. We wanted to define CFG’s best-fit targets. The people they wanted to reach, also known as their Ideal Client Profile (ICP). Once we knew who this was we could plan our marketing strategy.

Client Profiling

We determined that 600 accounts fit CFG’s ICP. We divided clients into three tiers; grouping similar clients together. For CFG, the three tiers were:
Tier 3. 200 high-net-worth (HNW) accounts – heavy jet flyers with a net worth of at least $1 billion. This tier had a higher cost per acquisition
Tier 2. 300 new rich (NR) accounts – mid to super-mid jet flyers with a net worth of at least $1 million and a lower conversion rate
Tier 1. 100 corporate accounts- light to very light jet flyers, CEOs, and c-suite executives of large corporations with longer sales cycles
We continued to profile the customers using HubSpot’s social listening insights and lead intelligence. It was revealed that:
Tier 3 clients were looking for a more private flying experience with their families.
Tier 2 clients were looking for a luxurious private jet experience with the best price points
Tier 1 clients were looking for last-minute flights to get to their desired locations
Once we knew who we were targeting it was time to create the marketing plan.

We used four main tactics for our Account-Based Marketing (ABM) strategy:

  • Content personalization
  • Retargeting Campaigns
  • Targeted Onboarding Experience
  • Account Follow Up

Retargeting Campaigns

Once we’d engaged a client – we wanted to keep them.  We used retargeting campaigns to keep CFG in front of mind of customers who had purchased in the past. The sales data was in CFG’s proprietary system and we connected it to HubSpot via an API for retargeting. The two systems worked together to get relevant campaigns in front of the right people. 

Brand campaigns appeared in front of the target audience on their most viewed websites like Facebook and across Google partner sites. The target market was seeing the CFG brand everywhere – reminding them of who they are and what they do. Ads could be seen across Google’s Display Network.

Targeted Onboarding Experience

To accompany the personalized content and retargeting, clients received a targeted onboarding experience.
 
The Tier 3 clients’ experience was marketing-driven. It included a series of personalized inbound marketing campaigns and a mobile-first, private flight booking experience. 
 
Tier 2 was matched to a sales-driven onboarding experience focused on outbound marketing and client relations.
 
Tier 1 was directly targeted at the executive assistant of CEOs and C-suite executives. The onboarding experience was channel partner-driven, including a series of co-branded content created with concierge brand partners.

Account Follow-Up

Finally, account follow-up. One of the most overlooked aspects of the sales funnel is account follow up. Without a follow-up or the final personal touch, marketing efforts can go to waste.

To stop this from happening, account follow-up workflows were automated using HubSpot’s company-based automation features. CFG was able to keep in touch with their customers with little effort. The automated service meant customers were sure to get contacted and later, CFG could manually contact the strongest leads.

Technologies:

HubSpot, WordPress, HotJar, Ahrefs, Hootsuite

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Key Takeaways

Profile your customers into tiers. You need to know who your audience is and what they want. It’s not enough to group an audience into one. You need to profile and separate your customers. In doing this you can create tailored marketing strategies for each target customer.

Engage with personalized content. If you know who you’re marketing to then you can start to tailor your campaigns and web content to the client. The more personalized and relevant your message, the more likely you are to convert the customer.

Use retargeting! Retargeting is a fantastic way to get in front of potential customers. If you execute a retargeting campaign well, then you can get back in front of people who are likely to convert. Target people who’ve recently viewed your website or past customers.

 

Follow up! It sounds so simple, but so many businesses fail to follow up on their accounts. You can automate it to save time if needed. The most important thing is that you reach your customers.


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Results

45%

CONVERSION

RATE

-15%

SALES CYCLE

LENGTH

60%

MQLs

27%

CLTV


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