B2B buyers are more than halfway through the buying cycle by the time they contact a salesperson. Thus, sales and marketing professionals have ceded most of their control over the early buying stages. Luckily, to borrow a phrase from Bob Dylan, “The times they are a-changin’.” That transformation is courtesy of Big Data, which has spurred the creation of solutions that track B2B buyer intent. They can help you to offer “intent-based” content — the right information at the right time to the right people.
Sales Navigator allows users to discover “hidden” decision makers at large accounts, and engage with them based on their activity. As a fellow member of LinkedIn, you are able to see where their interests lie, what they’ve done in the past, and who their contacts are. This enables you to build data on them, and if you’re using a robust predictive analytics program you’ll be able to identify precisely what the best marketing approach would be. See how it contributes to lead generation.
ABM is a strategy that aligns stakeholders in sales, marketing and business development from the get go. Together, they decide which potential accounts are most likely to generate sales revenue. Then they tailor their marketing message and medium to them and reach out directly. In ABM’s purest form, you communicate with each would-be account as an individual market, using highly personalized programs that target organizations and their key stakeholders separately. Here’s how to get started.
Account Based Marketing programs are showing up in nearly every organization, but far too many show unimpressive returns—not because the strategy is flawed, but because the implementation is too shallow, too riddled with inefficiencies, or missing a key factor. To improve the efficiency and efficacy of your ABM program and see what it can really do, we recommend you optimize according to these ten tips.
Harry is usually one of the top business development reps at The Best Solutions Company. He has the personal touch and is a pro at engaging executives on the phone. But today, he’s stymied. Account-based marketing has changed the game. The marketing department is no longer sending mass emails to key accounts. Instead, they want him to create personal emails to each person he’s targeting. Find out 5 steps to help your business development reps with their emails and ensure sales success.
As account-based marketing (ABM) gains momentum, companies clearly see the value of identifying high-value prospects and targeting them with customized content. In the B2B marketing environment, successful ABM is the gold standard companies aim for. Achieving this requires the use of specialized tools and tactics, however, or it can be a time-consuming and frustrating process. Predictive analytics is the process of mining large data sets to identify trends and patterns that help companies understand their target audiences and identify risks and opportunities. With multiple different tools to choose from, it’s difficult to find the right one for your requirements.