Account Based Analytics
Article | August 3, 2022
Recently, Contentgine, a content-based marketing agency, released its latest ‘Top 5’ research ranking for popular artificial intelligence (AI) related content consumed by B2B decision-makers. The content assets, mostly e-books, that made it to the list focus on predictive analytics, cloud-based machine learning (ML) technologies, deep data analytics, and more.
But why are B2B decision-makers so curious about AI and ML?
They want to use AI and ML-based solutions effectively to streamline their business processes and improve their marketing strategies.
Digital transformation, heightened consumer expectations, and changing buyer dynamics govern the way B2B decision-makers utilize their resources. Let us look at what is making them seek AI and ML-related content on such a high scale:
AI Simplifies Decision-Making
A survey conducted by SurveyMonkey concluded that 6 out of 10 B2B decision-makers experience decision paralysis—difficulty in choosing an option from a few viable ones—more often than expected. Furthermore, reaching a consensus becomes cumbersome if too many stakeholders are involved in the decision-making process. In such sticky situations, AI algorithms come to the rescue. They leverage heterogeneous data from social media, reports, website activity and more, to offer insights on management and resource allocation, assist in troubleshooting problems and aid strategic development. They alleviate issues that insufficient data and a lack of proper tools to measure metrics pose. They present a clear picture in front of the decision-makers to enable them to make an informed decision.
Assists in Lead Generation
Forget archaic, standard prospecting tools. You can effortlessly conduct lead generation research using various complex parameters with AI-powered tools. You can also analyze customer behavior, create dynamic, intuitive, secure and valuable lead lists. Sifting through massive lead generation data to discover the client profiles that match your ICP gets easier. On the other hand, ML helps with demand prediction, churn prediction, local optimization, and sentiment analysis, so you can offer an excellent customer experience to your leads. AI lead generation tools such as Conversica, Drift, and LeadCrunch can have conversations with your leads, collect their email addresses, and qualify them even before handing them off to the sales teams. AI-powered lead scoring can help you identify intent signals that your marketing teams might have missed.
Optimizes Content Strategy
Let’s face it. You don’t want to sell Eskimo ice. Irrelevant content sabotages your chances of creating a lasting relationship with your prospects. Your content should align with your customer’s needs and pain points. Thanks to machine learning, deep content personalization is possible. ML can analyze content assets on your website and send the relevant ones to a prospect at the right time based on their position in the buyer’s journey.
AI and ML Are Changing the Game for B2B Businesses
According to an O’Reilly survey commissioned by MemSQL, 71% of executives said that ML and AI are game-changers for their business. B2B decision-makers are investing their resources in exploring the advantages of AI and ML in-depth. They are keen to implement AI systems and ML-based solutions to eliminate human errors, continuously analyze vast amounts of raw data, and harness structured solutions to problems they face in executing their business processes.
VMWare Uses Acrolinx to Streamline Content Program
AI-enabled content solution Acrolinx offered VMWare real-time dashboards on the results of its content activity. The qualitative report helped VMWare focus its resources on making its content better so that it could get more conversions.
Closing Thoughts
“AI will increasingly determine which firms win and which firms lose.” - Phil Clement, former CMO of Aon.
“AI will increasingly determine which firms win and which firms lose.” - Phil Clement, former CMO of Aon. AI and ML can significantly impact business operations and marketing campaigns in the B2B domain. To have a competitive edge in the market, understanding their importance and figuring out where and how to use their power will no longer be a choice but a necessity.
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Programmatic ABM
Article | June 9, 2022
When it comes to ABM vs. demand generation, most businesses struggle to find the right balance. Swinging too far one way or the other can completely derail your performance — and your organization's trust.
Here are some things you can do to get the best of both ABM and demand generation:
Check If You Are Too Heavy on Demand
If you are someone who focuses more on demand, then you should:
Gather insights from data, intelligence, and signals to develop a strong ICP. A strong ICP will help you target the individuals that make up the buying committee.
Keep your TAL (target account list) short and base it on buying intent.
Build an ABM program that encompasses teams, channels, and activities to gauge output and refine the use case.
Engage the double funnel to understand where you should draw the line between ABM and demand generation.
Are You Too Focused on ABM?
For the account-based marketer in you, it must be very hard to think beyond your target accounts. To balance this out, you should:
Get more information on the channels and tactics that your buyers respond to.
Draft messaging that creates urgency around your target account’s pain points.
Test your content on a large audience to see which gets the most engagement.
Use these insights to find the right balance between your demand generation strategy and ABM.
Beat the Odds When Implementing Strategies
Issues like no alignment between your sales and marketing teams and a superior insisting on implementing 100% ABM may arise. To address such issues, you should:
Expertly measure your data so all your responses are data-driven.
Chase directional improvements instead of trying to perfect your strategies right away.
Define a single metric for success, so your teams work towards achieving the same goal.
Keep your efforts balanced when implementing demand gen and ABM strategies.
Conclusion
If you do not strike a delicate balance between your ABM and your demand generation plan, your SDR teams will get overwhelmed and may not reach the level of efficiency you desire. Remember, your demand generation program should supplement your ABM efforts and not drive them.
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Core ABM
Article | June 20, 2023
Empathy is an emotion that many marketers invoke when they are developing their positioning and messaging for various campaigns. They consider questions such as: “If I put myself in the buyers’ shoes, what do I think they think or feel about this particular pain point?” “Do I understand the challenges they are facing?” “How can I help them overcome this issue and provide long-term value?” Over the last few years, many B2B marketers have leveraged account-based marketing (ABM) to address these questions with specific use cases and examples tailored to their target accounts, in order to boost engagement and drive high-value conversions.
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Core ABM
Article | November 26, 2021
When a package arrives at your doorstep, you get excited as a child, no matter what age you are! Some people express their excitement, while some are really good at hiding it. But inquisitiveness and curiosity are natural feelings.
Imagine building up these feelings in the mind of the decision-makers of businesses that you are targeting. So, yes, you will stand out in the crowd and, they will notice the gesture, no matter how small or big it is!
Coming back to the point, we are talking about the strategy of direct mails in account-based marketing. This strategy has proved to be a success for many organizations practicing ABM.
So what exactly is direct mail in ABM and, are there any successful ways or ideal examples to follow? Let us see in detail.
What Is Direct Mail in ABM?
We are aware that account-based marketing is a strategy that involves targeting, personalization and conversions. But what happens when we make tangibility a part of the above process?
Well, the results are impressive.
An Infotrends report stated that the e-mail response rate increased from 7.5% to 9.5% with a multi-channel ABM strategy.
But, the biggest challenges of ABM are delivering a personalized customer experience, choosing the target accounts, and deciding on the correct content.
Thus, direct mail can help you deal with the challenge of delivering a personalized customer experience.
A direct mail strategy delivers personalized objects, messages, and more to the targeted organization’s decision-makers. The best part about direct mail is that you can get as creative as you want. Plus, it ensures that the top team notices your efforts.
“Direct mail is the new black in B2B. There is nothing more personalized than a handwritten note with a personalized direct mail that is fully customized for your prospect or customer.” - Sangram Vajre, CMO of Terminus.
Let us have a look at the best ways to incorporate direct mail in your ABM strategy.
Ideas to Implement Direct Mail in ABM
Remember, no matter what personalized goodies you plan to send to the concerned people, ensure that:
You have a bold, clear, and obvious call to action.
Your message is short, simple, and direct.
Your strategy should be less is more.
You have added the extra personal touch in your mail.
Once you have devised the direct mail strategy, here are some things that you need to keep in mind before implementation.
Determine the Stage in the Buyer’s Journey
Before sending direct mail to your target account, know where they stand in their buyer’s journey. Let us consider these three stages.
Awareness Stage
If your buyer is in the awareness stage, you need to target all the organization’s decision-makers. Sending them goodies that get them together might be a good idea.
For example:
Send a box with a personalized message about your company to one and send the key to another. Or you could gift puzzles pieces to each one that needs them to come together to decode the message.
Demo Stage
Congrats! If you reached the demo stage with the target account. Now, if you’re finding it difficult to set an appointment with them, use direct mail to get their attention.
For example: Send them a box with a clock ticking and a surprise to be opened at some given time. As if a demo can be scheduled at that time and claim the gift!
2.1.3 Final Stage
You have closed the deal and are all ready to start the dealings. But some small things seemed to be stuck from the buyer’s end. This is where your research will prove handy. You need the search for a particular likeness about the decision-maker and lure them. It will help you get their attention and close all the pending work.
For example:
Send them a password-protected gadget and, they can access that only after the deal is complete.
2.2 Know the Decision-makers
It is an essential aspect in determining the direct mail that you need to send. You should be well aware of the receiver's likes, dislikes, hobbies, and personal traits.
Thus, use social media and everything possible from the sales team to create the best effect.
Determine the Factors for Conversion
Lastly, when the package opens, it should immediately connect to the individual. Thus, when you design or assemble the package, ensure that it connects immediately. Moreover, it should address the pain points and challenges and align with the company’s goals.
Thus, determine the factors that directly affect them and, you will provide the best solutions.
For example:
If you are a hiring agency, give them a complete puzzle with just one piece missing. And a couple of options for the missing piece. Once they fit the right piece in, your puzzle says, “Having trouble finding the right person, we will help your hire!”
And ensure that you send a personalized note to every individual along with the common goal of the message.
Benefits of B2B Direct Mail Marketing
No doubt, personalization will elevate your direct mail strategy, thus promising enhanced customer involvement.
But there are other prominent benefits of B2B direct mail marketing. Lets us have a glance at them.
Higher account engagement
Less wastage of resources
Higher win rate
Shorter sales cycles
Create strong connections
The improved success rate of ABM strategy
Ideal Examples of Direct Mail in ABM
Some organizations have nailed it correctly when it comes to direct mail marketing.
Here are a few examples.
The Perry Process
(Image Courtesy: Pinterest)
The Perry Process is a renowned company that deals with used machinery and equipment for 80 years and continues to do.
Thus, it wanted manufacturing companies to sell their unwanted and excess equipment in return for cash.
So keeping this message in mind, they included fake money inserts with a flyer that said, ‘Don’t throw away your money.’
Hence, it succeeded in sending across its message most realistically!
Schott Solar
Schott Solar is a company that produces solar panels. Their solar panels came with a 20-year warranty.
(Image Courtesy: D&AD)
To amplify the selling, they included a 20-year warranty calendar along with the solar panel. The calendar stuck out 60 centimeters from the wall, thus delivering the desired message!
Wrapping It Up
So no matter what business you deal with, innovation and creativity are the way to easy conversions!
Thus understand your customers and give them what they want in a quirky style.
Frequently Asked Questions
What is direct mail in account-based marketing?
Direct mail is a tangible ABM strategy wherein products are mailed directly to customers. These products are personalized and have a direct marketing message.
Examples of such products are postcards, catalogs, personal goods, coupons, samples, and more.
What impact does direct mail create on the receiver?
A study by scientists reveals that if a person receives a physical product, it leaves a deeper footprint on the brain.
Thus, a direct mail strategy is sure to get you noticed by your customer. And the best part is that the more creative and personalized you get, the better impact it creates!
Can a simple postcard count as a direct mail strategy?
Of course, it can. If it sends a clear message of your marketing campaign, is personalized, and instigates the customer to take action, it is a successful direct mail strategy.
Always remember, the size or price of the direct mail does not matter, but the impact it creates does!
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