Buyer Intent Data
Article | September 11, 2023
There’s a new business world evolving—a digital-only marketplace driven by the recent global pandemic. It impacted every company, forced them to change the way they operate, market, and sell. Proven best marketing practices, such as Account-Based Marketing (ABM), are commonplace for B2B marketers. That said, the new reality and new normal is forcing companies to rethink how they can optimize their strategy to be more accurate and direct with a one-to-many engagement model.
As COVID-19 continues to be spreading, B2b marketers (you) should take advantage of the downtime to assess and scale your business in the evolving digital-only marketplace. This is because once you exit from this crisis, businesses would be ordinary.
So, one of the most effective ways to keep your marketing strategy dynamic is to look for fresh ideas, tactical approaches, get creative with adding personalization, and include some empathy in messages to help customers during this period of uncertainty.
With account-based marketing, set a relatively new concept of marketing strategies to scale your business. Understanding this, you can better deliver the right solution to your targeted and potential customers.
As you are defining and refining your ABM marketing strategy, how can you help customers more with solutions precisely? It’s time to explore new ways to communicate and engage more and more accounts.
Get Creative with Your ABM Strategy
ABM may not be a new concept in the B2B space. Still, there’s always an opportunity to freshen up your strategy and get creative with different aspects. The most influential and budding trend of being creative is personalization. Yes! Personalization will let you focus on your target audience and achieve brand recognition and higher conversions.
Identify a List of Ideal Target Audience
As ABM is about tailoring campaigns to specific accounts, the first thing you need to do is to identify a list of important accounts for your campaign. The easiest way to begin is by asking your sales team to pick accounts from the existing customer data.
Finding companies matching your ideal target customer helps narrow down your focus for a longer period. Once you have a list of companies, use the same social media strategies to search their profile pages and find similar companies. But, sometimes, there might be some companies on social media that do not match your ideal customer profile. In such cases, you can research for each of the “similar” accounts you find.
Want to know how to proceed? Read further.
Research Each Account
Unlike research for personas, ABM is not about targeting an individual. Instead, it requires proper account-based research! So, what information you need to get initially and collect to start your research? It’s recommended to start with the following:
Market-wise: Includes industry, company size, and competitors
Company-wise: Marketing share, revenue, and past revenue records
Client/Audience wise: Buying power, designation, influencers, and management
In most cases, this information will be visible on the company website, press releases, social media pages, or annual reports. One of the most critical aspects of the research phase is identifying and getting access to key decision-makers. The more you identify them, the more successful will be your ABM campaign. It is because, today, the number of people involved in decision-making is growing. According to Gartner, in a typical firm with 100-500 employees, approximately 7-8 people stay engaged in the buying decisions. But you need to convince. How? Good content plays a crucial role here.
Content? How? Read the next point to understand.
Use Dynamic Content
Creating dynamic content is a great way to have personalized communications with your target accounts. Whether emails, newsletters, subscriptions, websites, blogs, and videos, among others, are the best ways to initiate personalization in your marketing strategy when doing ABM.
Demand Gen Report’s survey found that 95% of B2B buyers choose a solution provider through content. This helps them navigate each stage of the buying process. Here are ABM’s most effective content-based marketing tactics:
Personalized content: 78%
Emails: 68%
Social media: 57%
Targeted display ads: 50%
Search engines: 50%
Mobile ad: 48%
To understand how dynamic content plays a key role, hop to the next level.
Generate Relevant Content
What kind of content engages B2B buyers? It is relevant and informational content because such contents are more attractive, which interests a buyer is to engage with you. Also, in terms of the most effective ABM strategies, personalized content ranks number one!
So, how you make relevant content? The standard approach in ABM for B2B marketers is to create tailored content for a specific industry. But you can also customize content for particular accounts. It is an excellent practice to review the existing content before you customize content for any specific account. It will give you more ideas and insights.
For example, blog posts, case studies, white papers, and e-books are the most considered relevant content for your ideal target account. Then, categorize by stage in the sales funnel. Whether they fall under the top of the funnel (includes blogs, articles, videos, and infographics), middle of the funnel (includes eBooks, case studies, white papers, and video tutorials), and bottom of the funnel (includes free blogs, blog samples, quotes, etc.). This way, you know accurately the type of content (a relevant one) that needs to be sent to a buyer based on the funnel stage.
However, if you have no content that rings with your ideal customer, interview existing customers that match their profile to understand their top business challenges. This becomes extremely powerful and results in attracting more and more potential customers in the future.
In this context, only 42% of marketers communicate with their customers as part of their content research phase. Without interviewing existing customers, the content created might not be relevant. Thus, it becomes one primary reason buyers don’t engage with brands.
Use Personalized Content
Today, content personalization is playing a pivotal role in the new digital marketing landscape. It is working on customizing the content-based interests of audiences and their challenges. It can help you target your specific market segments more accurately and enable more chances of conversion. Personalization of content aims to ultimately understand how the businesses will benefit from your products and services.
To increase the size of your marketing net through ABM strategy, it is vital to be sure that your target accounts resonate with your content across the following touch-points:
Use personalized content on social media platforms to gain maximum outreach
Utilize advanced programmatic ads to communicate directly to your target accounts
Develop landing pages precisely to one target account or multiple accounts that have similar needs within a similar industry
Tell your Story to Connect
If you want to stand out from the crowd, your ABM strategy must be unique instead of being cut and dry. Storytelling is a perfect opportunity to be creative in showcasing your business (brand). Such an approach gives a broad perspective to your audiences. Hence, they learn more about your brand, the solutions you provide, and the benefits they might gain from the collaboration.
Storytelling in your content-based ABM strategy can take on many forms, such as:
Combine product videos with case-studies related to the target account’s needs.
In case-studies, use relevant success stories during targeting. Allow them to see themselves as the business in the case study.
Highlight the past customer experience to the target account.
Share your company culture and milestones.
These points attribute holistically to create proper storytelling— one of the most critical aspects of content-based ABM strategy for marketing.
Personalize Your Website
Creating a dynamically personalized and highly relevant website is extremely important to target accounts. Based on their behavior, location, profile, and other attributes, a website provides a different experience to your targeted accounts. Imagine browsing a website and seeing your industry on its homepage—wouldn’t you be intrigued to browse further? This is how a part of personalization works. So, personalize your website by tailoring content, gathering events, webinars, discussion forums, and collaboration with your industry leaders. These attributes help personalization become more powerful, as you gain the ability to catch target account’s interest the moment they click on your website.
To create a personalized website, remember these points:
Diversify your content through blog posts, infographics, video or slide presentations, etc.
Your website’s structural flow should accommodate a straightforward user experience.
Easy navigation of the website to encourage leads
Perform testing on keywords, pricing info, placement of CTAs, layout, images, landing pages, and contact forms.
Boost the quality of your content for accuracy, coherence, and tone.
Distribute Content to the Right Person
The foremost goal of ABM strategy to scale your business is to reach the right person at the right account. It is necessary so that you can engage, nurture, and build a strong connection.
What’s the most effective way to create content to reach the right person?
It’s an Email. Emails still work efficiently than any other content form when it comes to campaigns. The content for it needs to be highly relevant to contact a single account or a group of accounts that match your ideal customer’s profile.
E-mail is not just limited to marketers. Sales representatives can use email too! 92% of businesses pay attention to emails even if it’s sent from a company that they have never done business with. They read an email that contains ideas that might be relevant to their business. Also, 78% of decision-makers have taken appointments or attended an event inspired by cold emails.
So, do not be mistaken with email marketing dead just yet!
To understand it more, know-how a direct mail can be effective:
80% of mail gets attention and opened.
56% of buyers initiate contact with the help of direct mail.
59% of buyers enjoy receiving direct mail from brands they like.
The average ROI for mail campaigns is between 18-20%.
Therefore, with mails, you can target a particular account and tailor the content particularly for them. Also, you can tailor the content to include personal details such as company logo, names, and job titles. Because this helps clients remember your company details than of others on top of their minds.
Explore Experimental Marketing
Experiential marketing in ABM strategy can combine real-world and virtual touch-points to promote higher campaign engagement. Refining your ABM campaigns around the tenants of experiential marketing can increase the likelihood of a conversion and strengthen your brand loyalty with target accounts.
To do experiential marketing in your ABM strategy program, keep the focus on the following tactics:
Create new content messaging to connect to the new focused target audience.
Create a client value proposition on an account-by-account, including content marketing tricks.
Focusing on an emotional connection between the target account and your brand to give solutions is essential
Apply your content marketing strategies to a digital and real-world customer experience framework.
Include all of your standard digital marketing channels, in-person events, and one-on-one meetings
Lastly, Re-think Everything
While the COVID-19 pandemic has left a wake of loss and misfortune in the B2B business world, the new digital-only reality will accelerate digital transformation across every B2B enterprise. More importantly, this will catalyze to resolve puzzling technology, skills, and organizational challenges that have prevented marketing teams from fully delivering a rich customer experience through their ABM programs. So, you should re-think everything at this time, including your tech stack, to increase the number of marketing technology.
Leveraging a one-size-fits-all approach to ABM does not work, especially in a COVID-19 affected world. Now, more than ever, you need to include and demonstrate empathy and engage target accounts with the right content and message in your ABM strategy. By this, marketing organizations can quickly understand which accounts are in a buy-cycle and contribute to the virility of your campaigns within your accounts to expand coverage and conversion results.
Frequently Asked Questions
How effective is ABM?
ABM helps companies to align their sales and marketing functions with increasing revenue. 60% of them using ABM have increased revenue by 10% in a year. Also, other companies have seen a 30% and more increase in business revenue. Therefore, by implementing account-based marketing, B2B marketers will have a technology stack that can scale their new business.
How does personalization help ABM strategy to scale?
If you have included personalization, here are ways that help your ABM strategy to scale:
Create a strategic design, including creating empathy maps for each target audience segment or customer personas.
Create proprietary datasets according to patterns of customer profiles, get insight, and include personalization messages, content on social media platforms, blogs, websites, and more.
Use Tech integrations such as voice recognition and augmented reality, which is mobile-friendly, to reduce the cost of managing millions of data points.
Automate process: Campaign creation, content creation through emails, and more.
How to prepare ABM strategies?
Follow these steps to prepare ABM strategies:
Build the sales bridge to establish alignment between sales and marketing leadership.
Define your segments.
Align marketing and sales processes.
Empower sales and marketing, including technology stacks like artificial intelligence, machine learning, chatbots, VR, and AR.
Host consistent planning sessions with territory-level managers.
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Read More
Core ABM
Article | June 20, 2023
Over the last couple years, there has been a paradigm shift in the way customers engage with brands. The effect of this shift has also trickled down to the B2B domain. The marketing strategies that drove sales and revenue pre-COVID no longer work. In response, brands are focusing on revolutionizing their marketing strategies by implementing ABM to optimize their processes and drive a higher ROI. Today, 67% of brands leverage account-based marketing.
Account-based marketing (ABM) is the answer to B2B marketers’ struggles as they navigate through the volatile business situation that the pandemic has created. It uses content personalization, focused targeting of high-value accounts, and aligns the marketing strategy with business goals. Through multiple platforms, brand awareness, and optimized processes, ABM gives a higher ROI than any other marketing strategy.
In an interview with Media 7, Mark Emond, Founder and President of Demand Spring, talked about B2B marketing strategies, content, and technology stacks.
“In today’s long B2B buying journey, buyers are in control and they are interacting across multiple channels. The key is to use data and technology to serve up highly targeted content across channels, tuned to the stage of the buyer’s journey a prospect is in, and what their behavior shows they are most apt to engage in.”
The following five emerging trends in account-based marketing have defined ABM in 2021 and may influence the way it evolves in 2022:
Data Integration
Manually researching target account data requires resources and time. To overcome this challenge, businesses use integrated marketing automation and CRM to collect firmographic data (company size and location), technographic data (target company’s technological choices), behavioral and intent data, predictive analytics, and more to optimize their ABM campaigns.
Marketing automation and CRM keep track of this integration so that brands can segment their prospects effectively. With the help of this integration, they can also find accounts similar to their target accounts. Breaking down internal info silos for cross-departmental collaboration promotes using the valuable customer intelligence that departments have. For example, the product management department can share the customization preferences of the clients they work with. This information can help marketers offer clients just what they want. Data integration helps steer ABM campaigns in the right direction.
New Tools
A wide array of tools to simplify and optimize account-based marketing are available on the market. These tools are used for CRM and marketing automation, intent monitoring, campaign execution, orchestration, measuring and reporting the performance of the ABM campaign, and content syndication. These tools are a part of the martech stack that brands use to find key accounts closest to their ideal customer profile (ICP). They facilitate better resource allocation so that personnel can spend more time on personalized interactions with the target accounts.
B2B businesses prefer using marketing automation platforms that they can customize to fit their needs, like sending email marketing (behavior based email), CRM and sales automation, campaign tracking, account-based digital marketing, and analyzing the performance of their ABM campaign, instead of creating a martech stack from scratch. They choose software that can have numerous integrations, products, and services to better adapt to changing circumstances.
Omnichannel Presence
Omnichannel presence is one of the most influential emerging trends in account-based marketing. Brands need to be present and relevant in the lives of their customers. They do this by using different channels for communication and engagement so that their relationship is deep and meaningful, focusing on understanding their problems and offering effective solutions.
A 2019 study by Gartner found that B2B buyers only spent 17% of their time meeting with potential suppliers. In the current pandemic situation, in-person events and meetings are replaced by AI-powered chat bots, behavior-based emails, personalized website content, and account-based digital advertising so that customers receive a steady flow of information from businesses across different channels. Marketing automation streamlines this omnichannel communication in ABM. However, it can also complicate things for buyers because of the barrage of information they receive. The Gartner study found that 77% of B2B customers found their purchase journey difficult. Striking a careful balance is necessary while integrating new channels into your strategy.
Customized Content
According to a 2020 ABM Benchmark Survey Report, 42% of respondents are personalising their content to increase account engagement and build long-term relationships. Businesses are creating tailored content for specific industries, roles, titles, challenges, and needs. Their content strategy is based on mapping content to suit a specific buyer persona. They engage the buyer at every stage. As one of the most important emerging trends in account-based marketing, customized content is making a huge difference in lead generation, conversion, and retargeting accounts.
The latest tools allow B2B marketers to personalize content based on target accounts’ interests and preferences. Selecting an appropriate content format, topics of interest, and the response to the use of respected industry influencers are mapped to create hyper-personalized content to better connect with prospects, especially decision-makers. Using marketing automation can modernize this process and deliver extraordinary results in terms of conversions and lead nurturing.
Account Metrics
Assessing the performance of an ABM campaign is of paramount importance if marketers want to meet their ROI expectations. To keep up with the emerging trends in marketing and analyze campaign performance, B2B marketers are focusing on account-centric metrics. Generated revenue and the number of accounts gained and retained are mapped using metric tools. Marketers also focus on KPIs like win rate, pipeline velocity, pipeline contribution, and account engagement score to measure the success of their ABM campaigns. As account-based marketing is evolving, it is crucial to map campaign performance so any weaknesses can be taken care of and the campaign can be optimized for better results.
Connecting siloed data sets across the entire content strategy becomes easy because of these ABM-specific metrics. These metrics gather valuable information that impacts purchase decisions as prospects move through the sales and marketing cycle.
How Snapchat’s Bitmoji Brings Traffic to Its Discover Page
Snapchat’s Bitmoji app was launched in 2016 so that users could create their own personalized cartoon avatars. Every user’s Bitmoji appears on the Discover page, where advertisements and brand content are also displayed. This way, traffic comes to the Discover page for Bitmoji but ends up being exposed to brand content and advertisements. This is a great illustration of how personalized content can drive traffic.
Conclusion
B2B marketers are keeping up with the changing and emerging trends in account-based marketing to get the most out of their campaigns. In 2022, ABM is expected to flourish and optimize the demand generation and conversion process.
FAQ
What is the future of ABM?
ABM is expected to become robust with the use of technology like marketing automation to enhance the customer experience.
Why should businesses use account-based marketing?
Account-based marketing motivates marketing and sales teams to work together, identify target accounts, craft campaigns, and align individual accounts through the pipeline.
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Buyer Intent Data
Article | June 20, 2023
High-value content plays a key role in account-based marketing. Account-based marketing uses content to nurture leads and address their pain points throughout the sales process.
A perfect ABM strategy is one that provides relevant content to the right prospects at the right time. ABM content needs to be personal and highly relevant to create an impact on the stakeholders of your target account.
In an interview with Media 7, Stuart Sumner, Editorial Director at Incisive Media, talked about the importance of content in marketing strategy.
“The best way to win the content war is to have better, more valuable, and more timely content than your competitors. You need to offer audiences a regular supply of high-quality, in-depth content, which they can’t get elsewhere.”
The need for effective content is all-encompassing across industries, demographics, and niche domains. It helps businesses seek solutions to their critical business challenges. Reading through the opinions of other thought leaders from the industry influences their purchase decisions. So, good quality, reliable content can convince a business that you are the ideal choice for a B2B association.
How Should ABM Content Be Organized?
Creating effective content is the need of the hour, but it can be challenging if done without a direction or goal in mind.
Your ABM content should build brand awareness, and engage the readers while also presenting value to them. It should also be personalized enough to convey your involvement and dedication to your target account. To organize ABM content effectively, follow these steps:
Conduct Stringent Research
Stringently researching your target audience can help to create a content framework that can capture the solutions to their problems, their needs, and their interests. When you investigate the target accounts in-depth, you will know what aspects you can leverage to capture their attention and interest. Then you can organize the content to engage them.
Another interesting approach is to directly ask your audience about the kind of content they enjoy and their preferred formats. These insights can help you personalize the content better because 80% of consumers prefer shopping with brands that provide a personalized experience. You might also be able to leverage content for more than one account.
Maintain a Content Inventory
The research-based content that was created before you developed your ABM strategy can be repurposed to target the accounts in your focus. Creating a content library and mapping the intent of your content can help you with repurposing the correct content. The more detailed your content library, the easier it gets to reuse it. Consider organizing your content library with dates, extra information, highlights, and formats so you can start using the content without much ado.
The content you develop should complement your ABM strategy. As a part of your ABM strategy, it should add value to your marketing effort.
Create a Content Matrix
Create a content matrix that lists out the target accounts in your focus. It is a tool to organize your data to meet your marketing objectives. Based on your objectives, you can carry out content mapping to influence purchase decisions for these accounts. This can help you decide on the purpose of your content strategy. Do you want to create awareness or incite action from your readers? By figuring out what you want, you can use your content matrix to understand the scope to personalize the content in line with your ABM goals.
Analyze Your Performance
Experiment with different formats, visuals, and messages while creating your content. Measure the success of your content strategy like you measure the success of your ABM strategy using KPIs. Gauge how your audience reacts to different formats and visuals to know what to focus more on. Revise, retest, repurpose the content till you get the best output. It all boils down to how well you organize your ABM content.
ABM Content Best Practices
Best practices should be followed when creating content to achieve sales and marketing alignment, drive ROI, and target key accounts. Periodically engaging in website content mapping and content research to see how your content is doing is vital. Here are the ABM content best practices you should follow to organize ABM content:
1. Personalize the content to suit your target account’s needs.
2. Conduct regular SEO and content audits to find any flaws or unresponsive content.
3. Optimize your content to meet search engine optimization needs.
4. Repurpose your content regularly to make the most of it.
5. Support your content with good design.
6. Focus on creating interactive ABM content.
7. Your content should build trust in the minds of your target accounts.
How Coca-Cola’s Fanbase on Facebook Increased by 39% Because of Organized Content
Coca-Cola’s famous ‘Share a Coke’ campaign targeted Australian millennials to improve their sales numbers in the summer of 2011. Under this campaign, Coca-Cola offered name-branded coke bottles to the customers. Through stringent research, understanding their audiences’ preferred formats (TV commercials, newspapers, bus ads, and social media), and implementing strong CTAs in their ads, Coca-Cola gained a 39% increase in its Facebook fanbase.
Key Takeaway
The way you formulate and organize ABM content plays a key role in driving results from your ABM strategy. It is crucial that you dedicate time and resources to creating, personalizing, organizing, presenting, and analyzing the content you offer to your target accounts. You can drive a higher ROI from your ABM and content strategy only when your approach to content is as focused as your ABM strategy.
FAQ
What is a content matrix?
A content matrix is a tool that a marketer can use to plan and offer the right content in the right format and on the right platform to the target audience.
How can you use old content in your ABM strategy?
You can use your old content by repurposing it to better target your key accounts.
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Core ABM
Article | May 23, 2022
B2B marketers use account-based marketing (ABM) to generate business because it allows them to drive focused account-level interactions. These interactions are a result of relevant and customized messaging. Today, the messaging focuses on not just one decision-maker but a group within the target account that green lights a buying decision. This natural evolution in ABM implementation is called buying group marketing (BGM). It isn’t a new concept but keeps evolving. B2B marketers are religiously implementing BGM in their ABM strategy to get a competitive edge and to keep up with the changing trends in the ABM industry.
Carefully created buyer personas are used to create hyper-personalized campaigns for buying group members. In this sense, BGM is a person-centric marketing approach, differentiating it from an account-based marketing approach.
While talking about buying group marketing, Dmitri Lisitski, CEO and Co-Founder, Influ2, a B2B targeted advertising solutions provider, said,
"Buying Group Marketing will empower B2B marketers to achieve greater precision by extending this approach more holistically across their programs."
How Does BGM Drive Revenue?
Revenue factors into every effort that aims to increase sales numbers, retain customers, and engage prospective customers. Let us look into how BGM drives revenue in the B2B domain.
Closing the Gap Between Sales and Marketing
Organizations struggle to bring sales and marketing teams together. They max out their budgets to make it happen, but more often than not, they do not get the expected results. Additionally, their marketing automation platform doesn’t make the connection between the multiple leads coming from the same account. This lack of insight can affect the performance of the entire demand management process, such as sales, revenue development, and customer organization.
Buying behaviors are constantly shifting. It is crucial to use a fresh approach that enables the teams to connect directly with the target accounts’ decision-makers, offering them just what they need through effective campaigns and driving revenue is crucial.
In the buying group framework, marketing and sales align their goals and operations, share important insights on buyer personas, orchestrate messaging for campaigns, and collate data from platforms such as CRM and sales engagement tools to successfully find common ground for approaching a buying group. They are no longer stuck on one side of the MQL wall but are involved in every stage of the conversion process. As a result, they guide specific buying group members to make a buying decision and generate revenue.
Putting Buyer Experience on Top
In a Forrester survey, 94% of respondents said they sold to buying groups that had three or more individuals, while 38% said that they sold to groups of 10 or more.
Purchase decisions in large enterprises are never restricted to one individual. The bigger the purchase decision, the bigger the buying committee. The bigger the buying committee, the larger the pool of buyer personas that need targeting.
For example, if the HR department of a growing organization realizes that it needs a new human capital resource management system (HCRM) to manage its HR-related processes, then a buying group is created to choose a new system. When this group goes to the market to find a solution, it becomes a potential lead for HCRM providers, and the lead is called a demand unit. Targeting this demand unit with not just the HCRM but also a travel and expense solution (T & E) is possible with BGM.
In BGM:
Every step in the buyer’s journey is based on buyer personas and presents value to the buying group.
Every demand management process focuses on the buying group.
Through this approach, multiple types of selling opportunities can be explored. All this effort appeals to different buying group members in different ways and will push them to get in touch with the sales team and make a purchase decision.
Offering Solutions to Pain Points
Information designed precisely to complete the purchase should be provided to every member of the buying group committee. Interestingly, before making a purchase decision, members of the buying group will explore the content of different solution providers. According to a recent study by Dimensional Research, 90% of buyers thought that positive online reviews of a product or service influenced their buying decision. This is just one type of information that the buying group members will consume before they make a buying decision.
With the help of real-time intent targeting or cognitive product targeting, it is easier to understand the customer’s intent through channels like websites, apps, and email. The terms searched, specific or broad, can point to the needs and requirements of a member of the committee. Once the intent is clear, buyer personas can be segmented and targeted with prescriptive content that talks about solutions to their pain points and how the expected results are achieved. For example, if a C-level buying committee member displays a high level of intent activity, then it is highly likely that he or she is looking to make a strategic investment. Such an opportunity will be ready for sales conversion in a couple of months.
How Should You Implement BGM on Sales Funnel?
We have already established the importance of buying group engagement in driving leads through the sales funnel. When sales and marketing teams share insights, marketing becomes effective and tangible. Now, let us take a look at BGM implementation in the sales funnel:
Top of the Funnel
While targeting a buying group at the top of the funnel, the focus should be on creating awareness and understanding the demand of the target account. Social media ads and relevant landing pages that act as lead magnets can help achieve this goal.
Middle of the Funnel
For buying groups in the middle of the funnel, engaging and educating the groups is imperative. Posting relevant content on social media handles can foster interaction with the members. LinkedIn messages from sales development representatives with ad and landing page support are effective.
Bottom of the Funnel
Conversations that lead to conversion start when the buying group is at the bottom of the funnel. In this stage, the account executives present members with compelling content that addresses their pain points and influences them enough to make a purchase decision.
While executing BGM, B2B marketers should begin by understanding the business needs of the target account and create a comprehensive marketing strategy to address these needs. Orchestrating a holistic experience for the buying committee through high-quality, relevant content is the next step. Achieving a strategic, operational and practical alignment with sales will ensure success and higher conversions.
Amplitude Drives 5.6x ROI on Ad Spend with Influ2’s Help
With Influ2’s person-based advertising, Amplitude, a digital optimization system provider, focused 100% on advertising to key decision-makers within its target accounts. Influ2 used engagement insights to create and execute personalized and attributable B2B marketing. The result was a 5.6x ROI on ad spend.
Last Word
ABM marketing has evolved with the help of buying group marketing. Implementing BGM with an account-based marketing strategy can create lasting relationships with target accounts, retain existing clients and bring new leads.
FAQ
What are the three important tenets of buying group marketing?
The three important tenets of buying group marketing are understanding the needs of the target account, attaining sales and marketing alignment, and creating a holistic marketing strategy that addresses the pain points of the target account.
How is buyer experience different than customer experience?
Customer experience focuses on the existing customers in the pipeline, while buyer experience focuses on the prospective customers’ complete buyer journey.
How can you engage top-of-the-funnel audiences in buying group marketing?
You can engage top-of-the-funnel audiences through social media ads and relevant landing pages that display content relevant to the needs of the target account.
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