Buyer Intent Data
Article | September 11, 2023
Inconsistent language in B2B marketing is becoming a growing hurdle for collaboration.
I attended a workshop recently that brought together members of different marketing functions to train them on ABM. The task was simple enough: Act as the agency and put together an ABM brief. We didn’t have any trouble understanding the assignment. We just couldn’t seem to speak the same language.
We were discussing the same topics and working toward the same goal. But the variations in how each of us used established B2B marketing terms made collaboration harder. And so, it got me thinking. How often have you sat in a meeting and understood what someone has said but not what they’ve meant? Sure, you understand that impressions measure how many times someone’s seen your ad. But why does it matter? How does it contribute to revenue growth and the overall performance of the campaign? What does it mean to me?
I was reminded of when we were learning a foreign language in school. You could try directly translating a sentence to English, but chances are it wouldn’t make much sense. A translation would only add up when you understood its grammatical and syntactical context. So, if we (no matter how humorously) consider B2B marketing a language of its own, why aren’t we as rigorous in policing our use of terminology?
Growing pains
In the past, B2B marketing departments were seen as single-focus, cost center arms of a business. Since then, the Marketing remit has grown considerably. Tools and technology allow us to work on everything from insights and analytics to bespoke, hyper-personalized 1:1 ABM programs. Sales and Marketing alignment is helping prove our contribution to the bottom line. And we’re finally becoming a revenue center.
But I think there’s a catch. The same increased responsibilities that allow us to connect our marketing activity to revenue have made the language we use more inconsistent. Teams are more specialized than ever. And the size of the marketing department has expanded massively. There are even employees in the same functions who’ve never said a word to each other.
This creates bubbles of intradepartmental dialects. Linguistic nuances that create collaborative hurdles between teams, departments, and even organizations. Time that should be spent planning, producing, and activating is lost to soul-destroying email chains and inane meetings clarifying points of uncertainty. Things I’m sure we’d all be happier without.
The effects on business
Then there are the impacts inconsistent language has on your business. Brief your teams unclearly and budget/resource that could be used more productively is squandered on multiple revisions. Chains of stakeholder questions that could have been easily avoided with greater context can result in strained working relationships. Levels of employee stress can increase out of fear of asking a question and sounding stupid. And perhaps the scariest of all – misunderstandings of key deliverables that find their way through to your final outputs.
Standardizing our use of language can help alleviate these challenges. Key performance metrics will always differ between functions. KPIs like leads generated and engagement will be valuable to your Marketing or social teams, but not Sales whose sole focus is accelerating pipeline. But it’s context that helps tie everything together.
It saves you questioning why everyone’s talking about split testing and not A/B testing (before realizing they’re the same thing an hour into the discussion). It clarifies why certain conversations are happening, sets clear expectations of what needs to be done and by whom, and breaks down siloes between departments. It stops important points of discussion from being lost in translation.
Speaking the same language
Driving revenue through a more unified marketing and sales function is becoming core to what we do. But we need to take a step back and evaluate our use of terminology. Before considering Sales and Marketing alignment, our marketing teams have to speak the same language.
Collaboration is a product of good communication. But siloes across your marketing department can stand in the way of productivity. Making a concerted effort to convey the scope and role of specific marketing functions, core metrics necessary for success, and ways of working for each team helps promote a more collaborative work culture.
It’s our responsibility to ensure we’re all on the same page before starting group projects or aligning with other branches of business. Recognizing the inconsistencies in our language and addressing them in advance helps reduce wasted time and resource. It sets us up for success by reducing the number of roadblocks in the way of our work and path to revenue growth.
Marketing departments in B2B industries will likely continue to grow. And for organizations like B2B tech enterprises, the challenges associated with inconsistent language are only exacerbated by teams spread by geo, mother tongue, and culture. Creating clear and consistent rules for the language we use as B2B marketers can help overcome these barriers, allowing us to focus on creating exceptional marketing.
Some ways forward
So, how do we create guidelines for more consistent marketing language? I won’t say I have all the answers. But I do think there needs to be a shift in employee education and training with a view to standardizing nomenclature. Glossaries that include company-specific frameworks can be a great way to provide context and meaning to your business’ use of terminology.
Pre-recorded video resources with your subject matter experts can be paired with an intranet site to offer a more interactive, always-on education and training solution. Or, better still, regular workshops across departments to promote cross-functional understanding of why terms are used at certain times.
I’d also recommend reviewing your corporate team structures to see which stakeholders have a seat at the table. Changes in how your teams communicate can only come from the top down. And a reflection on how your use of language affects those you work with, through researching communication processes/best practices or otherwise, can be a step toward fostering a more collaborative work culture.
Establishing clear definitions for common language allows us to work closer together. It breaks down barriers to collaboration and lets us focus on common business goals. If Marketing really wants to become a revenue center, we need to start speaking the same language.
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Core ABM
Article | June 20, 2023
Introduction: Lead Nurturing
The leads in your database are there because your brand or service offers them a solution to a particular problem they are facing. Developing and reinforcing relationships with leads is critical at every stage of the sales funnel. How can you do this? By fostering leads.
To effectively nurture leads, you must first understand their wants, then address their problems, build brand recognition, and follow up until they become buyers.
Campaigns for Lead Nurturing
Lead nurturing campaigns accelerate the process of deepening your connection with a prospect. A lead nurturing campaign has elements like:
Lead Magnets
Offering relevant content, solutions to pain points, and other enticing content like whitepapers, ebooks, and newsletters in exchange for the visitor’s contact information, mostly email, can get you a lead.
Website Landing Pages
Lead magnets are hosted on landing pages to attract visitors and collect their contact information.
Personalized Content
Personalized content engages and holds the visitor's attention. Marketing software generates this tailored material.
Data Segmentation
Every marketing software allows you to segment your lead data based on differentiating metrics like geography, age, and behavior. So, you can understand and analyze your users better.
Content Development
Using case studies and whitepapers to build credibility throughout the buyer's journey shows your capacity to aid customers you can relate to. This type of content nurturing can turn a visitor into a buyer.
Emailers
Engaging and educating your leads via periodic emails can help maintain a consistent communication chain. Your marketing software will send emails through the lead nurturing workflow you choose.
Marketing Automation
Marketing automation, much like robotic process automation, leverages software to automate marketing tasks. Remember those survey and feedback emails you receive now and then? Marketing automation software sends them.
This software helps marketers align processes, technology, and people to achieve marketing goals. It automates and measures marketing tasks like email campaigns or content schedules into workflows to increase operational efficiency and revenue growth. It sends out marketing emails, grows your database, and collects data that helps with your marketing strategy.
It is used in lead generation, lead nurturing, scoring, relationship marketing, cross-selling and upselling, retention, segmentation, ROI measurement, and ABM.
Choosing a Good Marketing Automation Workflow Software
There are thousands of marketing automation software on the market. Consider the following factors to find the best fit:
Features
The more features your software has, the more you can do to entice a prospect to buy your product or service. Features like email campaigns, real-time alerts, lead management, and personalized messaging are great to have.
Budget-Friendly
The software should be affordable so you can easily implement your strategy without creating a hole in your pocket.
Customizable
Ensure the software can be customized to your needs. This may impact usability. However, customization is an important attribute if you want to track any proprietary data.
Channel Integration
It should easily integrate with other channels so it obtains relevant data to send out selected workflows.
Easy to Use
The software should be easy to use and not require any special training so that the execution process is seamless across teams in an agile environment.
Among the most widely used tools, some notable marketing automation tools are HubSpot, Pardot, Demandbase, and Marketo.
7 Result-oriented Marketing Automation Workflows Revealed
After you choose a marketing automation software that meets the above criteria, it gives you access to various marketing automation workflows that help you nurture your leads. By using specific triggers, you can create different workflows to nurture different kinds of leads. A marketing automation trigger is a unique input that activates a certain workflow when specific conditions are met.
Check out these seven effective marketing automation lead nurturing workflows that you should definitely create:
Hot Lead Workflow
This workflow is crucial for your sales team to bag a lead. Set the criteria for a hot lead workflow by considering the lead’s engagement with your content. This workflow falls into the bottom-of-the-funnel (BoFU) phase, where the lead is very close to being converted to a customer.
Lost Opportunity Workflow
If you have lost a lead due to budget restrictions, competitors, or misalignment of your product, design a workflow that gets the lead back into the sales funnel. You can send such leads special offers or discounts, information on your product’s USP, and a regular update on your products to recapture them.
Re-engagement Notification Workflow
Losing hope when engaged leads go cold on you is not an option. Remind them of your brand to wake them from their slumber. Create a trigger when the lead has spent a specific amount of time not interacting with your content. Your workflow will send this lead an email to get it back into the sales funnel. Special offers, new products or services updates, and company news can get the lead’s attention.
New Subscriber Nurture Workflow
This kind of workflow is crucial for gaining new subscribers and moving your existing subscribers through the funnel. It gets new subscribers to engage with your content. Your new subscribers should receive your newest content first, not just regular subscriber emails.
Topic-based Workflow
If you have a variety of content, create a workflow of the most relevant content that might entice your leads. Once a customer visits your website or downloads an ebook or whitepaper about a certain topic, emails with related content on that topic are sent to them regularly.
Event Workflow
Today, remotely conducted events like webinars or seminars have gained immense popularity. Engaging your target audience with the help of events is not a new trick. A pre-event and post-event workflow can help you remain in touch with event registrants. Important information like event details, agendas, and reminders can be sent to them to keep them in the loop.
Lead Nurturing Workflow
A lead nurturing workflow converts leads into marketing qualified leads (MQLs), leads that have responded to your marketing efforts. If a lead comes and fills up a form on your website, requests a demo, or subscribes to a product launch event, then sending them related content can get them closer to being a marketing-qualified lead.
How Utah-based Start-up Chatbooks Grew Their Customer Engagement by 100%
Using Blueshift’s AI-based cross-channel marketing platform, Chatbooks increased their customer engagement by 100%. They achieved higher conversion rates by engaging with customers 1:1 through personalized content and event-triggered campaigns.
“Blueshift enabled us to up-level our campaigns and provide 1-to-1 personalization using dynamic user information. We can now focus on high-intent customers that want to hear my message rather than email blasting and annoying my whole customer base. The results? A +100% increase in email engagement.”
- Stephen Cruz,Lifecycle Marketing Manager, Chatbooks
Wrapping It Up
Leveraging marketing automation in ABM by creating marketing workflows can do wonders for your ABM marketing strategy. 57% of marketers stated that lead nurturing is the most advantageous feature out of all the features of marketing automation software.
FAQ
Why are marketing automation workflows important for lead nurturing?
Marketing automation workflows make sure that your leads get appropriate engagement based on their type so that they get converted into marketing qualified leads.
How to choose a marketing automation software?
Consider factors like UI, ease of use, features, easy integration, and customization before choosing a marketing automation software.
What factors are important for the success of a marketing automation workflow?
Designing workflows for each type of lead is crucial. Other factors include creating appropriate triggers, mapping customer behavior, and maintaining CRM and technology stack.
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Account Based Analytics
Article | August 3, 2022
ABM is Agent3’s heartland. It’s what we do best. And if you’re a regular reader of our website, you’ll be in no doubt about how strongly we feel about our commitment to ‘true’ ABM, ie, an approach that treats key accounts as markets of one.
Why? Because it works: according to ITSMA, almost 85% of marketers measuring ROI say that ABM outperforms other marketing investments and research by Alterra Group backs this statistic, revealing ABM had higher ROI than other marketing activities.
So when marketers come to us asking for pilot ABM programs on, say, 8-10 accounts it’s little wonder that the results we achieve soon means they’re asking us to ramp up that ABM activity to 50-100 accounts as interest in ABM within their organization is suddenly piqued.
And therein lies the challenge for many.
To scale a ‘true’ ABM program effectively without compromising on the key fundamentals it encompasses involves the alignment of many moveable parts: technology and resourcing are fundamental considerations, but then there’s also the decision about which accounts to include and why, and establishing clear objectives for the program.
It’s not straightforward, but if this is a challenge you’re grappling with currently, be reassured by the multiple survey results available online that you’re certainly not alone.
And it’s for this reason we chose to discuss the topic at last week’s B2B Marketing Ignite USA event with a panel of esteemed marketers: Carrie Feord – Global Head of ABM Industry Clusters, Servicenow, Giovanni Di Natale, senior manager, enterprise and ABM Marketing, Pure Storage and Vera Tatro, strategic account-based marketing, AMER, Splunk. It was great to sit down with these ABM leaders to explore some of these challenges and provide some perspective on how best to successfully navigate them.
In the session, we covered:
1) How people define ABM at scale and where the line is drawn in terms of defining the difference between 1:few/1:many ‘ABM’ and good account-centric demand generation from Product, Solutions and Industry Marketing teams. We also discussed whether certain compromises need to be made as you pursue scale.
2) How to enable teams in the field to scale with ABM: the panel shared successes they have had as well as highlighting ‘banana skins’ teams need to avoid in terms of developing ABM resources/playbooks/templates/toolkits which can then be activated by a growing team of ABMers and Field Marketers. We also discussed ways to embed a ‘build once, use again’ mindset while still being true to the ideals of ABM.
3) Clarification of roles within ABM organisations across marketing when it comes to scaling and succeeding within ABM – the panel discussed what skillsets and roles they see as being important as organizations shift from being small-scale ABM pilots to broader programs.
As you can probably imagine, it was a lively session and audience feedback would suggest we hit upon some very real challenges, so it was great to hear first-hand from the panel about their own experiences, successes and learnings.
If you missed it, I highly recommend carving 30 minutes out of your day to watch, and if you have any feedback or comments, we’d love to hear!
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Core ABM
Article | August 11, 2021 |
It’s hard to believe that a B2B marketer isn’t aware of the value of Account-Based Marketing (ABM) and has switched over as well. Being in a B2B business, if your priorities include efficacious alignment with sales, delivering higher quality and apter leads, and linking other marketing activities that hit directly to revenue, ABM is undoubtedly a practical part of your thinking. But, despite this, only because the benefits are understood doesn’t state that the process for building an ABM program always is the same.
ABM can feel daunting for several reasons, such as:
The complex task of pulling data together for target accounts
The science of profiling those accounts and categorizing audiences
The long-lasting task of personalizing content
And the effort involved in generating the momentum to make it all happen
However, it might be easy to assume that ABM is only workable for larger businesses with sophisticated analytics and resource to spare.
But the fact is ABM is already delivering value for a wide range of businesses. And those businesses find many essential ingredients for doing effective ABM. Out of which, a popular ingredient is LinkedIn.
It’s through LinkedIn tools that they are now integrating data from both sales and marketing. For example, by having LinkedIn-based marketing, they can now easily have a real-time view of accounts' engagement. It’s on LinkedIn where they find the targeting capabilities to deliver personalized content to the right target audiences. And it’s on LinkedIn where they can find the capabilities to scale ABM programs flexibly.
Footing of LinkedIn Account-Based Marketing
ABM strategy demonstrates benefits such as the ability to look at the impact of engagement in detail. It enables you to be precise about whom you are targeting and why. The more insight you can integrate while working with sales to plan an ABM program is the better.
The sources can come through various marketing automation platforms, ABM-specific tools, and ABM strategies. However, it’s unusual to spot an ABM program that doesn’t combine LinkedIn as a vital source of insight or, say, as a constant source of data collection and the crucial execution channel.
Its function across the various stages of an ABM program makes LinkedIn a worthy starting point for marketing teams to build an ABM strategy. Even if you are starting with confined in-house data, LinkedIn affords the essentials for prioritizing accounts, identifying the critical prospects to target, delivering personalized content, and tracking the impact of what you’re doing.
It’s one crucial foundation of ABM, which you can build on as you gain more insight.
What’s Inside—LinkedIn Account-Based Marketing
Many consumers decide to buy a product or service before ever encountering it personally. Of course, this also applies to B2B buying.
How is that?
People research in B2B as much as in B2C. In the age of social media, people purchase solely through research. Social media has empowered people to research more than ever before, and for B2B, this is oftentimes observed through LinkedIn.
People can research every single angle and aspect of a brand and company, from corporate social responsibility and community engagement to followers. In addition, they can research the CEO personally — what the CEO is saying, doing, and buying.
So, when people are deciding whether to buy from you, they research. The first thing they'll do is search for you through the LinkedIn profile. When people click on your LinkedIn, they’ll get a positive impression if you have positive content and recommendations and lots of positive engagement on your page.
Your content is positive and would lead when it shows long-form posts, short-form posts, videos, graphs, white papers, and figures that explain what you do, how you do it, and what you can do for people. When audiences are involving with your content, it's high time that you know what you are doing and are an expert in it.
When Media 7 interviewed Udi Ledergor, Chief Marketing Officer at Gong, he said,
“Our top channels for engaging our audience of sales professionals include our LinkedIn page, our highly engaged audience at our LinkedIn profile, and our enthusiastic list of email subscribers. To complement our digital channels, we supplement them with a good dose of content, which includes advertising, and other mediums not often used in B2B Marketing.”
Similar to this, when Media 7 interviewed Ed Breault, Chief Marketing Officer at Aprimo said,
“We are “humanizing” communications as much as possible, over the phone for voice, broadcast, media buying within different properties like LinkedIn. I think it’s a drive to strike a balance to create a complete experience for my audience. The foremost motivation to innovate should be solving a real-world problem your customers are experiencing.”
LinkedIn Account-based Marketing has created value to add for ABM strategies. However, LinkedIn targeting also plays a vital role for smaller marketing teams who have just stepped in their ABM journey and are hungry to gain meaningful insights to help plan their program.
Here are some crucial ways to use LinkedIn for targeting campaigns at the stages of executing an ABM:
Build a Personal Brand
One of the best ways to engage with essential accounts through LinkedIn Account-based Marketing is to have decision-makers as part of your existing system. If you already have a trustworthy relationship with them, they will be more probable to trust you and buy from you. You can take advantage of LinkedIn to build a personal brand, build solutions, and aware your accounts. There is no secret hack to using LinkedIn to expand your personal and company brand. Be authentic. Provide significance to your audience. Don't show up only to sell.
To build your brand, the best content type to post will solely depend on your audience. However, LinkedIn users are 10x more active in sharing videos than text-related posts. So, ensure creating your content in the format your audience wants to consume it.
Outline the Priority Accounts
You can’t stay relaxed after you assign a high-value account for your ABM program. You also need to spend time profiling the business, identifying important stakeholder audiences, and developing a plan for them.
The time you invest in understanding your top-priority accounts won’t only support sales, but you will also be creating relevant personas for your broader ABM program.
To know how to go about profiling accounts on LinkedIn, you need to know that the Buyer Circle feature within LinkedIn Sales Navigator is a perfect starting point for profiling your priority accounts. In this, you will be able to identify all of the decision-makers and influencers expected to be involved in a purchase decision.
Choose Types of Ads Ideal for LinkedIn Account-based Marketing
There remains a wide range of advertisement options similar to your target audience. Determining which ones will be the best fit according to your business can benefit your ads to land with an extra punch. Let’s understand it in detail.
Content Sponsored Ads
A sponsored content is proven to be one of the most effective ad types to engage the audience and is best considered an easy way to get started with LinkedIn account-based marketing.
In case of point, you can use an existing post on your company’s page or create a most relevant to your target audience. Content can include images, articles, videos, or presentations that win audiences’ hearts.
Likewise, carousel images are a particularly robust strategy that can help humanize your brand through your ads. With the ability to use several images that can link to multiple landing pages of the company’s website, you can share more of your company’s story.
Carousel-based ads can even boost your target audience to stop scrolling through their feed and interact with your ad directly to get in contact with your sales team.
LinkedIn Text Ad
A text ad only includes words. This means you can’t rely on fancy images to draw in leads. Instead, it’s all focused on a creative copy. Text ads can be valuable, especially because they may be cheaper than other ads, and where you can easily update the text to achieve the best ROI. So, if you are thinking of creating specific campaigns, use LinkedIn targeting options and see the results.
LinkedIn Display Ads
Right in line with LinkedIn account-based targeting, display ads let you target an extremely specified audience. In addition, with using a variety of content for your ads, like text, audio, video, or images, LinkedIn targeting becomes easier.
The benefit you get is that you can strengthen your brand and ultimately reach more professionals, decision-makers, and influencers worldwide.
LinkedIn Video Ads
Video has become a popular choice for brand content because video ads make up 35% of total online expenditure. It’s a simple yet effective way to deliver your company’s message in a creative and informative method. Luckily, you can also utilize video with your ads, as LinkedIn privileges this content format in the best ways. If nothing, begin with creating video ads on LinkedIn for targeting campaigns.
Generate Content that Works the Best
The ability to deliver customized content is the optimum truth for an ABM program—because everything pivots around it.
Personalized content is the bridge where sales meet marketing execution. If it is done right, it means that influencers and decision-makers engage with content that reflects the business’s needs and the priorities in its respective role.
Creating personalized content maximizes the engagement that it can generate. For example, in LinkedIn’s recent State of Sales survey, 87% of B2B buyers in Europe say they are more probable to consider products or services from a brand that engages them with content precisely relevant to their role.
Similarly, LinkedIn’s exceptional targeting capabilities play a prominent role in a lot of ABM strategies. LinkedIn account targeting ensures that, when you modify content to fit a priority account, you can deliver that content exclusively to that account
Keeping an attractive offer for an eBook, guide, white paper, or infographic can be perfect for drawing key prospects’ attention. It is because you never know how it might ultimately create an easy opportunity for a conversion.
How do you Now Convert Leads?
While you might upload your target list appropriately, create a captivating ad for your audience, and set up all options correctly, still you might have a remaining question in the back of your mind:
What if I don’t get conversions?
That’s the entire purpose of this, after all. You don’t want to fade off at the last step!
When lining up your ad for lead generation, you can indicate your target audience between sending them to your website’s external landing page or filling out a LinkedIn form.
While an impeccably executed landing page can convert leads, LinkedIn also might deliver different options to let them fill out a form, where their information will be swiftly and efficiently filled based on their profile. That’s what the power of LinkedIn account-based marketing is doing to other B2B business bodies.
Track Engagement for Best Results
In the last, it is an obvious step to take! The multiple benefits of tracking your engagement will be equally apparent. Tracking the results of your accounts through LinkedIn account-based marketing can aid you, and your account-based marketer to better understand who other prospects are required to be targeted within existing accounts. Also, you can track at an appropriate time, to give an extra gentle push in the funnel.
Activating real-time alerts so that your account-based marketer can get in touch with the accounts that have demonstrated interest in your business within an appropriate time frame. Doing this can help discover further opportunities that may have been missed otherwise.
Providing these alerts can enable your account-based marketer to perceive exactly when targeted accounts engage with your ads. Of course, this swells up your engagement score. From this, your team can take additional steps and use that information to determine which accounts aren’t engaging and think critically—why some offerings are working and how you can change the ads that aren’t responding.
Since every campaign is different, you will have to determine individual goals for each of the accounts. However, if your campaign is underperforming, there are steps you can always take to make improvements.
Ready to Start-up your ABM Process with LinkedIn?
Most business professionals are already strengthening LinkedIn for networking, inspiration, and knowledge sharing. So why not use the platform for everything of which it is worth able?
No other social media platforms are as specific and curated as LinkedIn. So, if you know whom you are targeting and looking for a new way to capture leads, it’s not too late to use LinkedIn Account-Based marketing techniques. Again because, people are researching you, whether you like it or not.
The great thing about LinkedIn Account-Based marketing is that you can take the bull by the horns and proactively craft your LinkedIn profile to guide their research on you. In this way, you are the one writing your narrative and deciding their opinion of you so that your social selling can take off.
Frequently Asked Questions
What are the benefits of using LinkedIn for ABM?
The benefits of using LinkedIn for ABM are generating leads, driving website traffic, multiplying ROI, creating brand awareness, showing marketing potential, and marketing functionalities, among many others.
What is the top 3 reason to use LinkedIn for ABM?
Well, several reasons are evolving each day to use LinkedIn for ABM, but the reasons actually will give you results are:
Selection of targets
To profile priority accounts
Score leads
How to use LinkedIn ABM to generate leads?
There are some steps to follow to generate leads using LinkedIn ABM. Don’t miss out on these.
Firstly, know your audience
Find them on LinkedIn
Create a list of target accounts from their LinkedIn profile
Specify your accounts
Create content through keeping accounts and their business needs
Choose your ad type and specify to your audience
Post, tag, share throughout the platform
Track your engagement
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Post, tag, share throughout the platform
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