Two girls on the beach… getting no-nonsense ABM advice

A little while ago, I booked a week at a five-star resort in Serekunda with my colleague and travel buddy Lies. All we were looking for was some Vitamin D, the sea, and a few good books.

However, the ever-cheerful Gambians had other plans. Two girls on the beach? That draws attention–and conversations. After 7 days, 4 beach walks, and about 200 sales pitches, our relaxing resort getaway turned into a goldmine of Account-Based Marketing insights.

ABM in its purest form

A cup of baobab juice, a wooden statue shaped like your pet, or even a pedicure. Gambians are masters at advertising their goods and services. The competition is brutal, but they know how to bring out the big guns (or in this case, the big smiles) to get you over the line.

It wasn’t B2B marketing as we know it. But lead generation? Absolutely! Discover four basics of the Gambian Account-Based Marketing intuition, without drowning in complex processes.

1. Hi, how are you? What’s your name? Where are you from?

>> Get to know your customer. Thoroughly.

Understanding your customer is the cornerstone of ABM. In Gambia, salespeople initiated conversations with simple, personal questions to find common interests and build connections. “How are you?”, “Are you thirsty?”, “You like baobab?”, “You want to try it?”

In our ABM projects, we conduct comprehensive research to gather insights about our target accounts and contacts. This includes mapping out their interests, needs, and challenges to tailor our approach effectively.

Knowing who you’re doing business with and understanding their unique context ensures that our outreach is relevant and impactful.

2. It’s nice to be nice

>> Always wear a smile

We have to admit: after salesman 27, our mood dropped to slightly less tropical temperatures. Name? Leave us alone. Where are you from? Ignore. As shy Europeans, we want to decide who we talk to and when.

And they took that into consideration as well. With an everlasting smile, never too pushy, they gave us enough space.”I’m not a hustler, I just want to sell my business. Come back in your own time, at your own pace.” Something a lot of sponsored ads can learn from.

Maintaining positive and respectful engagement is crucial. The Gambian approach of always wearing a smile, even when faced with rejection, mirrors our philosophy at BBC. We emphasise consistent, personalised communication that builds trust without being intrusive. Leveraging CRM systems, we ensure that every interaction is timely and relevant, fostering strong, positive relationships with target accounts.

3. Unlock your luck

>> Get the ball rolling

You only have to sell one thing, and the rest sells itself. A bracelet, a bag of peanuts. Once one person bites, the next four will as well. And, not unimportantly: Do you provide qualitative services and products? Then your buyers will return time and time again.

Our ABM approach ensures we start with high-impact interactions, gradually expanding our reach within the account to drive deeper engagement and conversions. By focusing on delivering quality and value, we build a foundation of trust that creates ambassadors and encourages repeat business and referrals. Our targeted campaigns are designed to create a ripple effect, turning small wins into significant business growth.

4. I’ll give you my card

Not interested now? Maybe later. Self-cut and written business cards, it works. You keep contact with your prospect (or in this case: tourist). Do we want to make that guided tour of the Monkey Forest on Friday after all? Wait! I know someone.

Follow-ups are essential in maintaining momentum. Gambian salespeople would provide self-made business cards to keep the connection alive. At BBC, we use personalised content and targeted outreach in our ABM campaigns to keep prospects engaged. By maintaining a presence in our clients’ minds through regular, value-driven communications, we ensure that they think of us when they are ready to make a decision.
As a result, my Haruki Murakami book is now stuffed with little cards. Planning a trip to Gambia soon and looking to enjoy a local fruit cocktail, massage, or tour? Let me know, I know someone (by name!)

Ready for targeted growth with Account Based Marketing? Discover more information, success stories and best practices on our dedicated ABM page and unlock the power of Account Based Marketing for your marketing strategy today.