In today’s economy generic marketing material that appeals to the masses isn’t always the best move. In fact, as of late, many companies are deciding to do just the opposite. Account-based marketing is the reflection of “markets of one” in which you target specific customer accounts based on their individual needs. This sort of pick and pull marketing style allows companies to produce more finely tuned marketing media that focuses on the problems (& your solutions) that matter most. This account-centric approach is only possible with the emergence of new technologies that allow for companies to get to know their customers and their needs better than ever. The following explores some of those new technologies and how they impact marketing and sales environments:
Over the past decade, an increasing amount of content about B2B products has become available online. Increasing inbound marketing efforts have accelerated a buyer’s access to product specifications, deployment plans, and user reviews. At the same time, a significant amount of research by B2B buyers is being done through publisher sites, buying guide portals,
technical comparison sites, social sites, and a vendor’s own website. This data explosion has created a treasure trove of digital footprints left behind by potential customers engaging with content and has allowed companies to gain visibility into the buying behaviors of target accounts. ABM strategies are built on a company’s very ability to build target account lists based on the business needs and challenges they are uniquely positioned to address, so this new access to buyer activity and data allows marketers to identify more accounts with greater precision.
With Voicent software you can build dynamically generated call lists that conditionally add people to the campaign based on account-specific details, like the contact status, organization, or your own custom CRM field. This empowers our users to classify their customers with ease, while creating campaigns that leverage this classification.
According to ITSMA, 85% of marketers feel that understanding their buyers is their primary responsibility. Big data gives us the insights necessary to accomplish this by allowing for the efficient analysis of a great volume, variety, and velocity of information generated from user activity. The results of said analysis make identifying potential customers and their needs much easier, saving time and money. For the B2B account scenario, this is especially important given that every product has a different buying cycle, in terms of both research and purchase. The buying cycle involves thorough research from a buying committee as opposed to a single buyer within an account, and it requires time-sensitive analysis from marketers to react to these behaviors and take action at the right moment. This is where predictive intelligence solutions that focus on time and need identification at the account level are crucial to inform account-based marketing campaigns. A well executed ABM strategy represents an orchestrated multi-channel effort that utilizes different channels-such as call campaigns, advertising, and emailing, to improve the customer experience and conversion rates of every downstream marketing and sales process.
There isn’t a single workflow within online or offline account-based marketing strategies that will not be influenced by data insights and marketing automation. While data insights improve decision-making for targeting and messaging on everything from display advertising to email, marketing automation enables these actions to happen seamlessly as customer data enters and flows through your system.
Voicent software reflects these strategies by allowing for custom workflow integration. You can track customers through your unique sales or support process while automatically delivering the right outreach as they traverse the pipeline.