How Sales-Marketing Alignment Results in Better Lead Nurturing

| October 6, 2019

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Collaboration is the best way for a business to improve and all teams should be working together and supporting each other to reach their objectives. And while it is important for the company as a whole to be unified, there is no more important task than sales and marketing alignment, particularly when it comes to nurturing leads and increasing conversions.

Spotlight

Prevail Marketing

ALIAS helps B2B brands build customer curiosity, confidence & revenue through account-based marketing. There’s nothing like a complex B2B sales process to make agencies panic. At ALIAS, we appreciate the challenge and thrive on the results as much as the practice of getting there. We are a B2B demand creation agency obsessed with what it takes to be persuasive today, which is why our credo is all about Intentional Creative. The ABM conversation is often focussed on organisational alignment (we consult in this space) and the technical/tactical aspects of ABM (we execute in that space). But our craft lies in the ability to connect the two with creative purpose-built for ABM. And we successfully do so for some of the most influential technology companies on the planet.

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Why Should Businesses Incorporate Conversational Marketing in ABM?

Article | September 21, 2021

Do you target your high-value clients using account-based marketing? Have your sales and marketing teams gathered all the data required to set up a marketing campaign for your valuable clients? Well, if you have hit the start button, then you should be well-versed with conversational marketing strategies, too. What Is Conversational Marketing? Conversational marketing is a one-to-one conversation with the client or customer to provide them with an enhanced shopping experience. This conversation can include chatbots, live chats, filling up contact forms, or feedbacks. Conversational marketing helps in generating leads, revenue, and personal connection with the customers. This approach also helps in understanding the pain points of the customer at a personal level. As a result, this personalized approach attracts the customer, enhances their buying journey, and makes them feel connected to the brand. What Does Conversational ABM Mean? Conversational marketing, when incorporated in ABM, is known as conversational ABM. And it is an essential step in enhancing the client’s journey through conversational ABM. Conversational ABM is an essential aspect of account-based marketing. When targeted clients click on the ad campaigns or visit your website, they must receive a tailored treatment. Let us explain this with a basic shopping example. Assume that you are an owner of a luxury brand that sells cars. Your brand needs a public figure and, you have been targeting a couple of high-value clients for the same. You have been using ABM strategies to get to them. Finally, one day, one of them walks into your store. So what do you do? Of course, you have the best salesperson attend to them. This salesperson knows everything about the client and addresses their pain points through a lucid and formal conversation. As a result, the client feels that you have made efforts to know them and address their challenges. They understand that for you; they are more than just a customer. This personalized conversation constructed with the help of research data is known as conversational ABM. Importance of Conversational Marketing in ABM “Conversational marketing is about leveraging the power of real-time conversations and two-way dialogue to engage customers and seamlessly move them through your marketing and sales funnels. This could be online chats, social media channels, or live brand experiences, but the end goal is the same — engaging with customers one-on-one to stand out from the competition and humanize your brand.”- Nicole Bojic, SVP of strategy at InVision Communications: Conversational marketing is of extreme importance. Conversational ABM helps you stand out in your client’s vision. Once the client visits your website or clicks on the link curated for him, your team needs to be super ready to provide them a personalized experience. This approach of conversational marketing will help to: Connect the client to the brand Build rapport with the client Make the client feel that you are well-versed with their pain points and challenges. Build a personal relationship with the targeted businesses Ensure conversion and client retention How to Strengthen ABM Using Conversational Marketing Conversational ABM is developed in the most personalized and formal way. Conversational marketing in ABM is carried out through chats, calls, or in-person meetings. It is always better for a real person to have a conversation with the client in real-time instead of using chatbots. Align strategies so that your team instantly connects to the targeted client as soon as they visit your website or click on the relevant link. They should have a personalized approach right from the beginning. The best way to keep the clients connected is by involving them in a formal conversation while addressing their challenges and pain points. The live chat option has limitations, so your team should know when to switch from chats to audio or video calls. But, again, do this while keeping in mind the convenience and comfortability of the client. Whatever the mode of communication is, you need to consider the following points while initiating conversation ABM. Direct your sales team instantly to start the conversation as soon as the target account lands on your website. It may include enabling push notifications through emails, messages, or any other conversational marketing solutions. Ensure that the welcome messages and conversations are streamlined with the research and ad campaigns. The client should feel connected, in sync, and cohesive. Greet your target accounts with human-led chats over automated chats. This step amplifies a seamless customer experience. Sculpt the conversation totally about the buyer’s account. They should feel that you have made great efforts to know them and address their challenges. Your content needs to be customized to address their specific needs. Know when to upgrade from a chat conversion to an audio/video call to take things forward. Go beyond basic conversations and show how much the client matters to you. Do everything to provide them with a premium and over-the-top sales experience. And the Conversation Leads to Conversion. Based on a survey by DemandGen Report, 95% of target accounts said they would choose the solution provider who helps them navigate through each step of the conversion process. Conversational ABM is a critical step for a successful ABM. Thus, ensure you prepare your sales and marketing team for the best conversational approaches. This will eventually lead to successful engagement and conversion of the targeted clients. Frequently Asked Questions What is conversational marketing? Conversational marketing is encouraging conversations that are client-centric. These one-to-one conversations are designed to provide a personalized and premium customer experience. The conservations are aligned with the research and specifically address the pain points of the customer. What is ABM strategy? Account-based marketing is a marketing strategy that concentrates on creating strategies and targeting high-value clients. This client list for ABM is curated while keeping in mind that these are the most likely to convert. The strategy consists of gathering maximum data about the client and creating tailored ad campaigns or pitches for them. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "What is conversational marketing?", "acceptedAnswer": { "@type": "Answer", "text": "Conversational marketing is encouraging conversations that are client-centric. These one-to-one conversations are designed to provide a personalized and premium customer experience. The conservations are aligned with the research and specifically address the pain points of the customer." } },{ "@type": "Question", "name": "What is ABM strategy?", "acceptedAnswer": { "@type": "Answer", "text": "Account-based marketing is a marketing strategy that concentrates on creating strategies and targeting high-value clients. This client list for ABM is curated while keeping in mind that these are the most likely to convert. The strategy consists of gathering maximum data about the client and creating tailored ad campaigns or pitches for them." } }] }

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Is Revenue Operations the Secret to Account-Based Success Right Now?

Article | September 21, 2021

We’re hearing that a number of companies are shifting investments from cancelled events into account-based efforts. Great news! Of course, we’re biased when it comes to all things account-based here at Engagio, but that’s because we know it works. The challenge now is to get those programs up and running both well and quickly. How can you make that happen and speed time to results? Two words: Revenue Operations. There’s a reason so many people signed up for the recent OpsStars event hosted by LeanData and co-sponsored by Engagio. RevOps is a movement in B2B whose time has definitely come. How do we define RevOps?

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The Missing Link in your ABM Strategy

Article | September 21, 2021

Account-based marketing (ABM) programs deliver huge results, but those results can sometimes be elusive. Over the past twelve months through my consulting practice, I’ve had an intimate view into over fifty ABM programs. More common than not, most marketers are telling me that their results are underwhelming. So, what is the missing link? The answer lies in the disconnect between marketing-orchestrated experiences and buyer expectations.

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How To Determine If Account-Based Marketing Is Right For You

Article | September 21, 2021

Account-based marketing is a topic on the rise of popularity due to the evolution of digital content, which has led to changes in business to business (B2B) sales. With the rise of digital content, buyers are more well informed than ever, and the number of stakeholders involved in the decision process has increased. This in turn, has resulted in longer sales cycles and has left customers in full control with the ability to research and identify profitable decisions before they are made. This means that one’s approach must be much more personalized and highly relevant in order to cut through the online noise and get through to key decision-makers. This has led many companies to adopt new ways of reaching their audience, and this strategy is being referred to as “Account-Based Marketing”.

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Spotlight

Prevail Marketing

ALIAS helps B2B brands build customer curiosity, confidence & revenue through account-based marketing. There’s nothing like a complex B2B sales process to make agencies panic. At ALIAS, we appreciate the challenge and thrive on the results as much as the practice of getting there. We are a B2B demand creation agency obsessed with what it takes to be persuasive today, which is why our credo is all about Intentional Creative. The ABM conversation is often focussed on organisational alignment (we consult in this space) and the technical/tactical aspects of ABM (we execute in that space). But our craft lies in the ability to connect the two with creative purpose-built for ABM. And we successfully do so for some of the most influential technology companies on the planet.

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