In the world of B2B marketing, especially here in Australia where professional networks are tight-knit, blasting a generic email to a list of 5,000 people just doesn't cut it anymore. Account-Based Marketing (ABM) is about quality over quantity—it’s about treating a single company like its own market and using email to build a genuine bridge between your expertise and their specific problems.
Whether you're targeting a major firm in the Brisbane CBD or a logistics giant in the Port of Brisbane, nurturing these accounts requires a delicate balance of persistence and value. This guide will show you how to move past the 'spam' folder and into the boardroom.
Prerequisites
Before you start drafting, make sure you have:- A Target Account List (TAL): A list of 10–50 high-value companies you want to win.
- Identified Stakeholders: The names and roles of at least 3 people within those companies (e.g., the CEO, the Operations Manager, and the Head of HR).
- An Email Platform: Something like HubSpot, Mailchimp, or even a specialized tool like Apollo or Lemlist.
- A basic understanding of your USP: Why should a busy Aussie executive listen to you?
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Step 1: Segment Your 'Tier 1' vs 'Tier 2' Accounts
Not all target accounts are created equal. If you try to write 500 bespoke emails, you’ll burn out by Tuesday.- Tier 1 (The Big Fish): 5-10 accounts that would change your business. These get 100% manual, researched emails.
- Tier 2 (The High Potential): 20-50 accounts. These get 'templated' emails that are 50% personalised.
Step 2: The 'Research Deep Dive' (The Brisbane Context)
Before you type a single word, you need 'hooks'. Look for things that show you aren't just another bot. Look for:- Recent LinkedIn posts: Did their CEO just share an update about a new project in South East Queensland?
- Annual Reports: For larger Australian companies, look at their 'Chairperson’s Report'. They literally tell you their top three problems for the year.
- Local news: Are they expanding into a new office in Fortitude Valley? Did they just win a Queensland Telstra Business Award?
Step 3: Crafting the 'Value-First' Opener
Most people start with "I'd like to introduce my company..." Stop right there. That is the fastest way to get deleted.Instead, lead with a 'Value Hook'. Mention a specific challenge their industry is facing (like the current skills shortage in QLD or changes to Australian Fair Work legislation) and offer a resource that helps.
Example Opener: "Hi [Name], I saw your recent interview in the Courier Mail about the expansion plans for your Eagle Farm site. It reminded me of a similar project we helped a client with where they faced [Specific Challenge]..."Step 4: Map Out Your 5-Touch Sequence
Nurturing isn't a single email; it’s a marathon. A typical ABM sequence looks like this over 3 weeks:- The Hook (Day 1): The personalised observation + a small piece of value.
- The Case Study (Day 4): "We recently helped [Similar Aussie Business] achieve [Result]."
- The 'Soft' Check-in (Day 8): Share a relevant article or industry update.
- The Specific Ask (Day 12): Ask for a 10-minute chat (not a 1-hour demo!).
- The 'Break-up' (Day 20): A polite note saying you'll stop reaching out for now.
Step 5: Personalise the 'Middle' of the Email
This is where most people get stuck, and honestly, the interface of most email tools doesn't help. You want to use 'Variable Tags' for names, but keep the core body text focused on their specific pain points. The "So What?" Test: Read your email. After every sentence, ask "So what?" If the answer is "Because I want to sell them something," delete it. If the answer is "Because this helps them solve [Problem]," keep it.Step 6: Master the Call to Action (CTA)
In Australia, we tend to be a bit more laid back. Aggressive 'Hard Sells' often backfire. Instead of: "Are you free at 2pm Tuesday for a demo?" Try: "Would it be worth a brief chat to see if our approach aligns with your goals for Q3?" Pro Tip: Use a low-friction CTA. Asking for a "chat" is much easier to say yes to than a "meeting" or a "consultation."Step 7: Setting Up Your Tracking
(This part is annoyingly fiddly. Bear with it.) You need to know if they are opening your emails. If an executive at your target account opens your email 5 times in two days, that’s a signal!- Check your SPF/DKIM settings: This is technical jargon for "making sure your email doesn't go to spam." If you're an Australian business using Microsoft 365 or Google Workspace, ensure your ABN-registered domain is authenticated.
Step 8: The 'Omnichannel' Touch
Email doesn't live in a vacuum. On the same day you send Email #2, go to LinkedIn and engage with one of their posts. Don't pitch them there—just leave a thoughtful comment. This makes you a 'familiar face' when your next email hits their inbox.---
Common Mistakes to Avoid
The 'I' Syndrome: Starting every sentence with "I" or "We". Make the email about them*.- Missing the ABN/Legal Footer: Under Australian Spam Act 2003, you must include your business address and an unsubscribe facility, even in one-to-one cold emails.
- Being too formal: We're in Brisbane, not Wall Street. "Hi [Name]" is almost always better than "Dear Mr. [Surname]."
- Sending at 9am Monday: Their inbox is a warzone on Monday morning. Try Tuesday at 10:30am or Thursday at 2:00pm.
Troubleshooting
- "No one is opening my emails": Your subject line is likely too 'salesy'. Try something boring but intriguing like "Question regarding [Project Name]" or "Research for [Company Name]".
- "They are opening but not replying": Your 'Ask' is too big. Stop asking for a meeting and start asking for their opinion on a resource you sent.
- "I'm getting marked as spam": Check if you're sending too many emails at once. Keep your daily volume low (under 50) for ABM to keep your domain health high.
Next Steps
Now that you've built your nurture sequence, it's time to refine your list. High-value nurturing only works if you're talking to the right people.If you're finding the technical setup or the copywriting a bit overwhelming, we're here to help. At Local Marketing Group, we specialise in helping B2B businesses across Australia land their dream clients through strategic outreach.
Ready to scale your outreach? Contact us today and let’s chat about your target account list.