Detailed Marketing Strategy

ABX Marketing (Account-Based-Marketing)

ABX in its simplest form alignment between marketing, sales and your customer success or customer service functions
ABX you can say is a combination of marketing strategy and company culture. outside of marketing structure, It ensures all team members on the same page, especially in terms of value proposition and work flow.
Example:
  1. 1.
    Marketing: What is being presented or sold?
  2. 2.
    Product: What is actually delivered?
  3. 3.
    Customer support: What is being sold and delivered?
While scaling any business it is absolutely crucial all employees and team member from marketing, to product development to support are fully aligned with what the company does, stands for and provides as a service.

Marketing Structure:

ABX is an approach and strategy that is specific to user and or client acquisition.
Let's say we were to take the normal approach to marketing, we would target all countries with crypto friendly laws to people interested in crypto, narrowed by gaming or use a look alike audience with a call to action to sign up for our app.
The issue with this approach is not always obvious, the core problem with normal approach to marketing doesn't allow you to tailor ads for specific audience types. Your copy and creative must remain generic and broad enough to reach the mass of your 3-8M+ audience.
This creates unnecessarily expensive ads and lower quality leads.
ABX goes for specific audience counts with the highest revenue potential. In the web 2 world you would compile a list of top 800 "Gyms" in the united states that would absolutely love your service and already know are interested.
One “ITSMA” Survey found that ABX has a 97% higher ROI (More Information)

Nest's approach

Gaming is a massive space, and to hand build a list for tens of million highest potential players would be impossible without automation.
This how to qualify an audience at scale:
Nest will allocate 20% of its marketing budget towards brand awareness and video campaigns over several campaigns and audience types to consistently generate qualified lists of ready to sign-up players in multiple categories.
(20%) $20,000 budget example:
Lifetime Spend
Cold Audience Interests
Ad Type
$4,000
Solana -> Play To Earn -> Action Games
Video -> Follower CTA -> Showcase earning Solana crypto while playing an action game types on the app
$4,000
Solana -> Play To Earn -> Casual Games
Video -> Follower CTA -> Showcase earning Solana crypto while playing casual game types on the app
$4,000
Solana -> Play To Earn -> Adventure Games
Video -> Follower CTA -> Showcase earning Solana crypto while playing adventure games on the app
$,4000
Solana -> Play To Earn -> Platformer Games
Video -> Follower CTA -> Showcase earning Solana crypto while playing platformer game types on the app
$4,000
Solana -> Play To Earn -> Puzzle Games
Video -> Follower CTA -> Showcase earning Solana crypto while playing puzzle games on the app
Audience types will be removed and new ones will be tested through the process. Brand awareness and video campaigns are often extremely inexpensive and net qualified 50-95% play throughs for pennies assuming your targeting, copy and creative is well deployed.
We will then retarget audience groups with 50-95% play throughs on videos to advertise the app with a sign-up call to action (7-day attribution window) with the remaining 80% of our budget in a way thats truly tailored to this audience.
This will result remarkably cheap sign ups and set us up to scale infinitely into the crypto gaming industry and dominate competitors.

Further explanation

For investors or businesses interested in this strategy here is a web2/web3 checklist to getting started:
  • Analyze:
    • Ideal customer profile (get from user data)
    • Find common characteristics that separate top customers from everyone else.
    • Revenue base
    • Industry base
    • Technological base (what tech products do our best customers use that works really well with our product)
    • Ones who buy / earn the most on our product
    • Ones who are the most successful with our product
    • Ones who stay the longest (LTV)
  • Identify: (ICP - Ideal Customer Profile)
    • Create a list of our top customers, identify top ideal franchises who are an umbrella of our top customers/businesses
  • Expand:
    • Expand insights and understanding of those targeted accounts and contacts.
    • Account intelligence:
    • Did the company recently have a funding event?
    • Recent executive move? (Hire a new sales director, CEO swap etc)
    • What’s the owners responsibility? How do they structure the organization?
    • Did they just hire a new marketing team?
  • Rank:
    • Today who is most likely to buy or engage with me based off the information I have?
  • Engage:
    • Build the marketing strategy and campaigns.
    • Cold email campaigns
    • Phone call campaigns
    • Social retarget campaigns (Facebook, Google, YouTube, TikTok etc)

Final words:

“The Business That Can Spend The Most To Acquire A Customer—Wins” - Dan Kennedy
In all businesses the one who can spend the most amount of money to acquire a customer will win. With the rising cost of paid advertising across platforms many businesses who have not learned to adopt have been priced out.
So how do you keep up?
Pay more (because you have to), lose money on the front end and make your return on the back end.
This is not possible for low quality products or services but with a powerful product and strong value latter you are able to take a loss on front end acquisition to then make it up immediately after on the back end through upsell and other revenue streams Monetization