Buyer Intent Data
Article | August 23, 2022
The pandemic has changed the marketing world to a great extent. Customers have tremendously adapted to online buying.
The pandemic has forced B2B customers to adapt to new ways of buying and selling. Customers are ready for online meetings and connecting digitally as far as the buying approach is concerned. The only thing that matters to them is that the solutions should answer their hurdles or challenges like personalization and strategizing marketing so
But for the selling process, B2B marketing strategies needed creativity. Companies had to put their heads together to convince a buyer through conversations on digital platforms. It was not easy. But B2B companies have taken up the challenge and managed to come out with flying colors.
Let us look at the changed scenario of B2B marketing.
The Changed Scenario for B2B Marketing
In 2020, when the world came to a standstill, people expected it was just a break, and they might return to their lives in no time. But this myth was busted when people had to adopt the new normal instead of going back to normal.
Every industry faced challenges, including the B2B industry. Imagine the industry, which had the habit of meeting decision-makers and convincing them with presentations, had to do all the work digitally.
But they found solutions after some months of struggles, and the businesses were back on track. Of course, there were difficulties on the way, but they answered every obstacle with time.
B2B marketing best ideas include account-based marketing, conversational ABM, personalized campaigns, correct use of data, and more. These paved a path for successful B2B marketing amidst the pandemic.
Thus, learning from them, we have curated a list of tips for successful B2B marketing.
Tips for Successful B2B Marketing
These best ways to market B2B are listed after diving deep into the struggles of B2B marketing. The experts of this area have experienced hurdles and implemented these solutions.
Have a Buyer-centric Approach
In an interview with Media7, Dmitry Chervonyi, Chief Marketing Officer at Belkins, stated that,
“If you don't solve your customers' problems and make their lives better, then it is a waste of time to do this kind of business.”
So, you understand how essential the customer is! These days it is more about the customer than about sales. Therefore, you must have a 360-degree alignment with the customer’s needs and preferences. Through this, you have better chances of conversion.
Take Risks
The market is very unpredictable post the pandemic. The companies that you thought may not require your service can be the ones changing the game. So, do not refrain from taking risks. First, of course, calculate the risks, but they take them.
For example, before the pandemic, some businesses may have invested massive resources in digital marketing. As a result, they might not see the results immediately. But meanwhile, the pandemic erupted, and Boom! They were the only ones who survived in the market.
Thus, the results of a calculated risk may be harmful or positive, but you either earn profits or learn something valuable from it!
Implement ABM
If you are a B2B marketer and have not implemented ABM in your marketing strategy, you need to do it immediately. Account-based marketing has the best conversion rate compared to the traditional methods.
And this is the best strategy to be implemented post the pandemic. The reason is that companies have various challenges and need immediate solutions. Thus, if you filter the best clients, address their struggles, and target them, they will waste no time in approaching your sales team.
But this is possible only when you design the best ABM strategy. Click here to know more about account-based marketing for B2B.
Have an Agile Approach
Clive Armitage, CEO at Agent3, believes that,
“We have to act as the eyes and ears of marketing innovation for our clients; they trust us to help them navigate the pace of change in the way that the process of marketing is evolving.”
It means that Agent3 changes its strategies and services as per the clients and market demands. They also keep the clients in the loop of the changes and innovations happening in the market.
Thus, have an agile approach. Be ready to change your marketing growth strategies and plans according to the conditions around you.
Be Future Ready
The example set by the rental car company Hertz shows how future-ready they are with their latest investment. Despite their business being affected by the pandemic, it resurfaced itself through trusted investors. But instead of following the age-old techniques of rental cars, they ordered 100,000 Teslas to electrify its fleet.
Not only did Tesla’s shares hit sky-high but, Hertz was all over the news. This critical investment defines how Hertz is making itself future-ready as it knows the future is electric cars.
This example explains how important it is to invest for the future, considering the changing customer demands. Hence, implementing the latest technologies like AI and machine learning in marketing campaigns can make you future-ready. Plus they also create a great impression in the mind of the customers.
And We Conclude
Remember, marketing is all about understanding your customers and delivering what they want. Once you know your customers, you have hit the bull’s eye. So hit targets by taking risks, investing in technology, and developing a personalized approach.
And most importantly, adapt to the changing world to thrive in it!
Frequently Asked Questions
How to identify a successful B2B marketing plan?
Analyze your marketing performance
Perform competitor analysis
Define your marketing goals
Identify your marketing budget
Implement the latest B2B marketing trends
How successful is ABM strategy in B2B marketing?
Account-based marketing guarantees a better conversion than traditional marketing methods. Plus, it is one of the most trending strategies in B2B marketing. As a result, companies have saved many resources and fulfilled their sales targets by incorporating account-based marketing.
Does ABM guarantee a 100% success rate?
Well, ABM guarantees a success rate that may be not 100% but surely more than any other marketing strategy. The success of account-based marketing depends on the personalized content and the tailored approach you provide to your clients.
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Account Based Data
Article | August 19, 2022
Introduction
The application of AI marketing technology is picking up pace because of its many advantages. According to a 2020 Deloitte survey, 74% of AI adopters agree that AI will be a part of all their enterprise applications by 2023.
What does an AI-based marketing strategy look like, and how do you make the most of it? This article gets into the nitty-gritty of AI marketing technology and how to implement it in ABM so you can maximize your business performance and outputs.
AI’s Role in Marketing
Thanks to its accuracy, B2C businesses use AI marketing technology to target their customers with product or service recommendations. The following are some use cases of AI-based B2C marketing:
Personalization
AI helps businesses with their 1-to-1 marketing strategies by personalizing their content to cater to every segment.
Event Communication
Emails informing customers of upcoming sales, special access, or exciting offers are sent out via AI technology. Weekend offer emailers, special discount codes, and new product updates are a result of event communication automation so that customers can be informed before time about upcoming events.
Real-time Content
Trending topics, investments, event promotions, webinars, customer feedback, product availability, bestselling combo, weather reports, and new blog post updates are provided in real-time to maintain an active connection with customers.
Businesses do this by using the ‘open time content’ AI technology. Manually executing 1-to-1 marketing strategies is nearly impossible, impractical, and does not see much success. AI helps streamline these strategies and executes them effortlessly.
What Goes into Creating an Effective ABM Strategy?
For an ABM strategy to work, businesses need to follow these steps:
Preparing for the ABM Strategy
Organizational readiness is crucial for implementing ABM. Make sure you have a budget and an achievable timeline to execute the strategy, team members who can anchor it, and an understanding of ABM metrics so you can make the most of it.
Synergy Between Marketing and Sales Teams
Your sales and marketing teams should be in sync and not at loggerheads due to account-level communication issues. Discussing the benefits of ABM with both the teams beforehand and coming to a strategic agreement to implement ABM can help them align their goals while executing the ABM strategy.
Identifying Target Segments
Your ABM strategy can do wonders for your business only if you have a precise segmentation of data. Use dimensions like business size, annual revenue, current spending, projected spending, targeted products, geography, open opportunities, closed opportunities, etc., to identify your target segments.
Zeroing-in on a Priority
Having a clear priority helps you streamline your ABM strategy. It should either be acquisition (acquiring new accounts), retention (retaining existing accounts), or expansion (expanding the scope of accounts). Without a clear priority, any ABM strategy may not yield expected results because the efforts won’t be concentrated towards a single goal.
Leveraging AI in ABM Strategy
In an interview with Media 7, Daniel Englebretson, founder of Khronos, spoke about AI’s impact on the future of ABM.
“From my perspective, B2B marketers have faced countless challenges that have formed the basis of new technology – problem brings a solution. I expect AI will solve identity resolution, resolve data challenges, and enhance targeting. I expect AI will address 1:1 content at scale, unlocking the rapid deployment of 1:1 brand experiences.”
Introducing AI into your ABM strategy can help you in the following way:
Content Personalization
Once you know your customer’s pain points and interests, you can focus on providing them personalized solutions, products, or services they desire. Of course, personalizing content is complex, but AI makes it easier by offering the technological capacity to deliver what your customer wants.
Efficient Resource Management
Without customer profiling, an ABM strategy cannot achieve the expected output. AI can assist with data crawling the internet to find out important customer information. Also, it segments data acquired from CRM, which gives you more information about a customer than any other generic data. This data is helpful for lead qualification and creating heavily personalized content for a customer.
Since AI does all the heavy lifting, you can allocate your resources to building and nurturing a relationship with the customer.
Automation
AI-based marketing in ABM generates automated insights for lead generation. It also highlights campaign performance related to specific, high-value accounts and suggests steps to engage a prospect.
Digital marketing and automation are a dynamic duo where AI brings about intelligent marketing automation. Efficient email campaigns are run when executed by automation. Email marketing companies like MailChimp target customers based on insights to achieve more conversions. When AI and big data use CRM data, large chunks of user information can be collected from different platforms. This information can help with formulating a successful ABM strategy.
ABM Optimization and Predictive Insights
To analyze intent, AI processes data in real-time and gives predictive insights to help with ABM optimization. As a result, it is easier to merge data from different sources with AI-enabled tools, achieve predictive analysis, manage recommendations in real-time, and understand competitor strategies through social media. AI can also interpret images correctly.
Enhancing Communications
Use AI for building a strong relationship with your customer. Personalizing communication by using customer data can be easily achieved with AI.
What Is the Future of AI-enabled ABM Strategy?
ABM, with an AI marketing strategy, has a bright future ahead of it. Demandbase recently conducted a survey in which they found that 80% of marketers had plans to integrate AI into their ABM marketing strategy. Another survey conducted by MarketingProfs concluded that businesses that used AI in their ABM strategies had 59% higher closing rates as compared to others. They saw a 58% increase in their revenue and a 52% increase in their conversions.
Ways Salesforce's AI Einstein Aided U.S. Bank in Growing Revenue
The U.S. bank used Salesforce’s sales cloud AI, Einstein, to boost their revenue. Their lead conversion rate increased 2.35 times after implementing Einstein. They were able to create a model to predict lead conversion. They did this by using Einstein to search through customized historical lead data.
“We work to build high-quality, personalized relationships between our customers and their financial advisors or commercial bankers. There is nothing that replaces that person-to-person interaction. What AI allows us to do is augment that relationship. We can provide our teams with better data and smarter insights, which helps them establish stronger relationships.”
– Srini Nallasivan, Chief Analytics Officer, U.S. Bank
Summing It Up
AI-based marketing can enhance your ABM strategy only if qualitative data is available. Therefore, businesses will need to have clear marketing goals and turn data into an asset.
FAQs
What are the challenges in the AI-based ABM strategy?
Managing, protecting, and enriching data obtained from CRM and other customer support systems can be challenging.
How can AI help in strengthening your ABM strategy?
AI helps with personalizing content, automation, ABM optimization, and providing predictive insights for lead conversion.
What does a strong AI-based ABM strategy do for your business?
A strong AI-based ABM strategy helps with account profiling, analytics, reporting and hyper-individualized content, which leads to increased lead conversion.
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Programmatic ABM
Article | June 9, 2022
As COVID-19 became increasingly widespread in the U.S. last month, Senior Account-Based Marketing Manager Kristin Kolb had to quickly shift her department’s planned Q1 pilot. Originally, it had involved direct mail that the Matillion team was going to send to target audiences in their office. Kolb said they decided on an alternative digital approach, upping the ante with personalization efforts. “You don’t need the latest and greatest technology or idea to create a hypothesis and run a small test to see if it works,” Kolb said. Billtrust’s Director of Revenue Marketing Deirdre Mills also champions personalization. While she believes that ABM is more of an art than a science, she ties relevant prospect information into program data, keeping company initiatives in mind.
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Programmatic ABM
Article | June 9, 2022
Gay Pride or LGBTQ+ Pride is the promotion of dignity, equality, and increased visibility of lesbian, gay, bisexual, and transgender (LGBTQ+) people as a social group.
Pride, as opposed to shame and social stigma, is the predominant outlook that bolsters most LGBTQ+ rights movements. LGBTQ+ stands for lesbian, gay, bisexual, and transgender, while the '+' is an inclusive symbol meaning 'and others' to include people of all identities.
It's a celebration of people coming together in love and friendship to show how far LGBTQ+ rights have come and how there's still work to be done in some places. Pride events range from solemn to carnivalesque and are typically held during LGBTQ+ Pride Month or other periods that commemorate a turning point in a country's LGBTQ+ history. For example, Moscow Pride in May for the anniversary of Russia's 1993 decriminalization of homosexuality.
A short history of Pride
Lesbian, Gay, Bisexual, Transgender, and Queer (LGBTQ+) Pride Month is celebrated every year in June to honor the Stonewall Riots that took place on 28 June 1969 – a rebellion led by trans women of color that acted as a tipping point for the Gay Liberation Movement in the United States.
However, the Stonewall Riots weren’t the first time the LGBTQ+ community organized to stand up for their cause. The Society for Human Rights was founded by US Army soldier Henry Gerber in 1924 and produced the US’ first-ever gay rights newsletter, ‘Freedom & Friendship’ – inspired by the work of the Scientific-Humanitarian Committee, an organization dedicated to overturning Germany’s anti-homosexual rulings at the time.
In the 1950s, Harry Hay founded The Mattachine Society in Southern California to provide a space for gays and lesbians to gather and discuss their experiences as homosexuals. While The Daughters of Bilitis was one of the first lesbian organizations ever established in the US, formed in 1955 by Phyllis Lyon and Del Martin.
And in the 1960s, riots at both Compton’s Cafeteria in San Francisco and Cooper Do-Nuts in Los Angeles represented the first time that LGBTQ+ people stood up against police harassment.
Take a journey through time to explore more of the obscure political history of Pride with them.'s video featuring Billy Porter on the subject below.
Pride in 2022
Today, celebrations include pride parades, picnics, parties, workshops, and concerts. LGBTQ+ Pride Month events attract millions of participants around the world. Memorials are also held throughout the month for those members of the community who have been lost to hate crimes or HIV/AIDS.
The purpose of the commemorative month is to recognize the impact that lesbian, gay, bisexual, and transgender individuals have had on history locally, nationally, and internationally.
Pride Month is about acceptance, equality, celebrating the work of LGBTQ+ people, education in LGBTQ+ history, and raising awareness of issues affecting the LGBTQ+ community. It also calls for people to remember how damaging homophobia was and still can be.
Did you know?
American bisexual rights activist Brenda Howard is known as 'The Mother of Pride' after organizing the first-ever Gay Pride March in Chicago – The Christopher Street Liberation Day March on 28 June 1970
Common symbols of pride include the rainbow flag and other pride flags. Today, the Progressive Pride flag is flown and celebrates the diversity of the LGBTQ+ community
The São Paulo LGBTQ Pride Parade is the largest in the world, welcoming three to five million attendants each year
The suggestion to call the movement 'Pride' came from L. Craig Schoonmaker, who in 2015 said: A lot of people were very repressed, they were conflicted internally, and didn't know how to come out and be proud. That's how the movement was most useful, because they thought, 'Maybe I should be proud.
Since 28 June 1970, Pride events have grown bigger, bolder, and well more proud!
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