ABM Social Selling
Success Board
This interactive board was created in collaboration between BASF and Momentum Data.

It highlights the main successes and insights from the highly effective ABM Social Selling programs run together globally since 2022 to engage BASF partners along the value chain toward better sustainability.
THEN
In 2022, Marketing Managers Nicola Steffen and Scott Stussi needed to source new customers for the Animal Nutrition Business Unit.

They chose Social Selling with Momentum Data for its ability to achieve account-based targeting at scale.

After the first campaign's strong successes,  we expanded through different business lines including polyalcohols and intermediates, throughout North America and then across the world.
1 year later, BASF has run Momentum Data's ABM Social Selling campaigns targeting 24 countries globally.

6 sales reps' profiles have been leveraged to grow the collective BASF network by 1,200 new, relevant and qualified connections.

This board is designed to help spread the word to other BASF Marketing and Sales teams!
NOW
A strong history: How we arrived at working together in over 24 countries
The Momentum Data team was great to work with. This program was a nice way to test how social selling could be used.
-Lawrie Music,
Senior Technical Sales Representative
Enthusiastic team always ready to adjust the tool in order to maximize outcome.
-Manuel Alejandro Lopez,
Sales Representative Mexico
Momentum Data's algorithm identified BASF's potential key target companies and contacts, and leveraged the sales reps' profiles to expand their LinkedIn networks and generate highly targeted and high-value sales opportunities.
So, how did these programs work?
BASF's highest-performing messaging
Optimize the LinkedIn profiles of BASF's sales team.
Define target audience & grow network on LinkedIn.
Send messages & follow-ups using A/B-tested best practices.
BASF sales team takes over the pre-qualified conversations.
Hi {{FIRSTNAME}}, great to connect with you here. 

I’m reaching out from BASF. I’m not sure if you have heard of us but we supply innovative nutrition products for animals. The pigmentation of salmon using carotenoids is the reason for this note. 

Carotenoids are added directly to the feed making the process efficient and waste-free. It allows my existing salmon farm clients to produce vibrantly pink fish consistently. I thought you might be interested too. 

Would you be available next week for a 15-minute call in which I can explain things in more detail?

Hope to hear back from you soon,
{{PROFILEOWNER}}
Hi {{FIRSTNAME}}, thanks for accepting my invitation to connect.

I’m reaching out from BASF. I’m not sure if you have heard of us but we supply innovative nutrition products for animals and I wanted to see if you were aware of the way Carotenoids can enhance the pigmentation of poultry (chicken skin in broilers in the U.S. as well as yolk in laying hens in Mexico).

The carotenoids have a protective function as antioxidants in deactivating free radicals, among other responses, and as my existing clients from the poultry industry are using the colorant to consistently produce the golden yellow tone preferred in skin and yolks by the market in Mexico. I thought you could benefit from this too.

I’d love to explain this to you in a little more detail. Would you have 15 minutes for a quick call next week?

Looking forward to hearing back from you,
{{PROFILEOWNER}}
Hi {{FIRSTNAME}}, thanks for accepting my invitation to connect.

I’m reaching out from BASF. I’m not sure if you have heard of us but we supply innovative nutrition products for animals and I wanted to see if you were aware of the way Carotenoids can enhance the pigmentation of poultry (chicken skin in broilers as well as yolk in laying hens).

The feeding process is efficient and relatively waste-free, and as my existing clients from the poultry industry are using the colorant to consistently produce the yellowy tone preferred in skin and yolks by the market here in Mexico, I thought you could benefit from this too.

I’d love to explain this to you in a little more detail. Would you have 15 minutes for a quick call next week?

Looking forward to hearing back from you,
{{PROFILEOWNER}}
Examples of strong LinkedIn profiles from your colleagues
Select the photos to explore their profiles
Anup Pandey
Wolfgang Schindelmeier
Nicole Wessa-Schmid
David Golz
Meet Luisa, BASF's Account Manager
Enthusiastic commitment to BASF as dedicated Key Account Manager
Specialist in ABM and Social Selling
Grew up in Nuremberg, Germany before moving to Barcelona
Loves hiking, dancing, and going for runs with her massive husky dog, Link!
Who exactly is Momentum Data?
Founded in 2017 and based in London & Barcelona, Momentum Data is the leading ABM Social Selling program for Enterprise Marketing & Sales teams.
Account-Based
Targeting:
outreach to specific, high-value target accounts 
Non-stop assistance: dedicated Account Manager walks participants through the whole process
What makes Momentum Data's campaigns uniquely effective for BASF?
Compliant & Secure to address BASF's GDPR and data security requirements
Proprietary Tech:
AI and RPA (Robotic Process Automation) allows for ABM at scale
Momentum Data specializes in B2B Enterprise clients in the software, technology, and industrial sectors, working with some of the largest in the world.
Together we have noted various campaign highlights and learnings over the past years.
Demand generation was particularly successful in new untapped markets.
Launching new products in existing markets has also been a strong use case.
The program worked well for the BASF team as a soft entry to Social Selling with rapid adoption.
BASF's targets at the C-Level and Director levels engaged particularly strongly with the messages, concluding that it is important to engage across all levels of BASF's target organizations, not only with technical end users.
Interested in learning more? 
We're ready to help.
Schedule a 20-minute meeting.