How to Use B2B Marketing Automation to Personalize the Customer Experience

PAM NEELY | August 23, 2018

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Deliver the right message to the right customer at the right time.” If you’ve been hanging around marketing particularly B2B marketing for any length of time, you’ve probably heard one version or another of that statement. We are so close to achieving it. Through a blend of marketing automation, personalization, and enhanced customer experience, it is increasingly possible to nail that goal. Which means you could also enjoy the improved marketing KPIs and the actual business growth that go along with it. Let’s be clear: Personalization works. It works for customers and for marketers, for Sales and for customer support, for customer success and even for your CFO. According to McKinsey, “Personalization can reduce acquisition costs by as much as 50 percent, lift revenues by 5 to 15 percent, and increase the efficiency of marketing spend by 10 to 30 percent.” The trouble is, delivering the right message to the right customer at the right time doesn’t just happen off the cuff. To pull it off, you need a complex blend of strategy, marketing technology, skilled personnel, a clean database, and a library of content assets.

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5 Reasons Why Account-Based Marketing Gives Better ROI

Article | July 23, 2021

ROI matters in B2B business. Account-based marketing has reached a significant tipping point and has become an investment that could pay off for the years to come. It is because B2B marketers are achieving substantial results with the help of ABM, and those who haven't started using it yet are planning to implement it. And why not? This type of marketing harnesses the best marketing tactics for creating highly relevant campaigns that positively impact a B2B businesses’ bottom line. Forrester describes ABM as "a strategy by which marketing and sales cooperatively work to pursue, establish, and grow in long-term and engage in revenue-generating relationships with specific accounts." As a result, its study says that 71 percent of companies that invest in ABM report that their return on investment is fairly or significantly higher than traditional marketing programs it used before. Now that the importance of account-based marketing has come into the picture while detailing the reasons why ABM gives a better ROI. It is decisive to know why you should get interested in ABM. Importance of Account-Based Marketing ABM is vital to your marketing strategy because it helps you create a more targeted and effective campaign. In other words, it has the potential to fuel growth for years into your B2B business future and develop stronger relationships with customers who matter most in support of your business objectives. Understand that ABM is more than social media advertising that incorporates traditional marketing methods such as direct mail and email marketing. Similarly, marketing automation is yet another crucial part of ABM. When you automate your ABM, you get qualified leads and prospecting activities. This gives you a competitive advantage over other companies in your industry so that you can get an insight into what your competitors are up to. But, most importantly, you get a higher chance of getting the right prospect to what you offer. In connection to this, here comes an important step to include—creating relevant content. It is because when it comes to ABM, relevance is all that matters. Your offers need to be tailored for qualified prospects, and not all noise will cut through the clutter anymore. A recent Forrester Consulting study by LiveRamp surveyed 312 B2B marketers across six industries found that nearly all marketers said their businesses are committed to using ABM as a revenue-driving strategy in the present time. Similarly, most marketers also reported a high level of confidence by using a wide range of ABM capabilities. Let’s deep dive into five reasons why ABM offers a better return on investment than more traditional methods. Efficient Operations for Sales and Marketing ABM users highlight its role in bringing sales and marketing closer to collaborate on developing and executing sales and marketing strategies. As per Bizible’s research, marketers are now 40 percent more likely to align their strategy with sales because of ABM's strategy. By putting the teams together, sales and marketing can coordinate their outreach and ensure client engagement is conducted high-value and meaningful. Meanwhile, marketers benefit from a streamlined approach that lets them discard a far-and-wide marketing strategy favoring carefully chosen prospects. With having a focus on selected targets rather than scattershot marketing campaigns, marketers can now focus on harmonizing and automating their digital marketing efforts, which makes them ready to work on next-generation demand-gen platforms with the help of AI and machine learning. In this way, they can orchestrate their campaigns and exponentially grow the ROI of your business. This ensures the right account prospects and results in the most significant ROI potential. This automated marketing approach reduces the marketing team workload and saves staff precious time while preserving huge marketing dollars. Thus, more efficient spending and a higher threshold for returns will bring a significant ROI to your business. Master in Multichannel Amid the rush to digital marketing, which is gaining prominence in the current time, the most effective ABM strategy and programs create a balance of online and offline approaches, fully integrated across sales and marketing. In addition, account-based marketing automation saves marketers from making unnecessary costs, so they spend less on marketing while still getting results. Forrester's survey says that the key strengths of dedicated measurement solutions by ABM are the improved ability to track engagement and optimize across online and offline channels. This is so marketers can manage the frequency of engagement as well as precisely determine attribution. A Personalized Approach Personalization makes ABM so appealing to clients. ABM has a way of turning attention to detail, so it immediately gets a client’s interest. To be true, the marketing and sales teams have to be competent in conducting in-depth research of potential leads. When it’s done accurately, they will target clients based on their likelihood of converting, then develop personalized offers to get good results. For this, you have to keep a separate ROI of account-based marketing at the same level. When you have such a narrow focus, you get a chance to communicate with the specific prospect and craft a better offer for them. By providing a personalized approach, you have a high chance to see increased ROI of your business. Manage, Monitor Data Governance and Privacy Maintaining the privacy of prospect data is crucial for B2B organizations. In today’s time, where the lines between B2B and B2C marketing are increasingly blurred, applying strict governance policies over the use of prospect data is a must. In addition, people expect brands to respect privacy preferences and actively work to build trust. Every dollar counts in a crisis. But almost one-third of marketing professionals are still planning to increase their investments towards ABM in the next calendar year. Moreover, decision-makers expect those investments in digital to yield substantial business benefits; the pressure to deliver is higher than ever. So, to have an actual ROI of account-based marketing is equally crucial to enjoying a significant revenue of your business. ABM Encourages to Measure Performance By integrating ABM strategy and account-based marketing automation, marketers can identify and reinforce the most effective strategies to measure the performance of marketing efforts that exclusively depends on ROI generation. It’s easy to measure acumens when you have highly focused accounts and well-sorted campaigns. You need to perceive what content approach gains traction and what attempts fail to succeed. In a nutshell, when the businesses are identified, an account-based approach will offer precisely what a business needs; this will help your business gain maximum ROI. So, plan now for an account-centric marketing future. Your team can accelerate deliver strong business ROI out of account-based marketing automation programs by considering a cross-channel B2B business solution that can help fill capability gaps and evidently prove the worth of your ABM marketing efforts. Frequently Asked Questions How effective is ABM for generating ROI? When it comes to increasing the ROI of business, ABM helps drastically. It aligns sales and marketing teams to work together, which generates a positive ROI and increases revenue. In this, 60% of companies that use ABM experienced a revenue increase of at least 10% within a year, while one out of five companies experienced a 30% and more rise in revenue. What is a good ROI percentage for ABM? A good ROI percentage for ABM stands at 5:1, which is considered the middle of the curve. A ratio over 5:1 is considered robust for most businesses, whereas a 10:1 ratio is exceptional. What are the top 3 reasons to choose ABM marketing? The top three reasons are: To reach the right prospect that matters according to business To gain a competitive advantage ABM shortens long sales cycles { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "How effective is ABM for generating ROI?", "acceptedAnswer": { "@type": "Answer", "text": "When it comes to increasing the ROI of business, ABM helps drastically. It aligns sales and marketing teams to work together, which generates a positive ROI and increases revenue. In this, 60% of companies that use ABM experienced a revenue increase of at least 10% within a year, while one out of five companies experienced a 30% and more rise in revenue." } },{ "@type": "Question", "name": "What is a good ROI percentage for ABM?", "acceptedAnswer": { "@type": "Answer", "text": "A good ROI percentage for ABM stands at 5:1, which is considered the middle of the curve. A ratio over 5:1 is considered robust for most businesses, whereas a 10:1 ratio is exceptional." } },{ "@type": "Question", "name": "What are the top 3 reasons to choose ABM marketing?", "acceptedAnswer": { "@type": "Answer", "text": "The top three reasons are: To reach the right prospect that matters according to business To gain a competitive advantage ABM shortens long sales cycles" } }] }

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The Ultimate Guide to Determining the ROI of Your ABM Campaign

Article | July 23, 2021

There’s a reason that 73% of marketers plan to increase their ABM budgets this year. It’s well known that Account Based Marketing is one of the industry-leading strategies for B2B marketing ventures targeting mid and enterprise-level businesses. It’s important to understand where the data that supports ABM as a strategy is coming from however, and how to implement ABM for your company in a way that gets you the same results as the industry leaders. Here’s our guide for how to assess whether your ABM campaign is giving you the maximum return on investment possible.

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Account Based Marketing: 3 Ways an ABM Approach Pays Off

Article | July 23, 2021

While account-based marketing (ABM) is nothing new, B2B marketers now have more data and better tools than they had in the past to identify high value accounts, drive greater targeting and personalization of campaigns and attribute, and measure performance. An increasing number of marketers consider ABM a foundational component of their demand arsenal. In fact, according to Sirius Decisions, 92% of B2B marketers consider ABM “extremely” or “very” important to their marketing effort.

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ABM ACCOUNTS

The Pareto Principle in Account-Based Marketing

Article | July 23, 2021

The Pareto Principle is introduced by an Italian economist - Vilfredo Pareto. According to this principle, for several results, 80% of the outcomes arise from 20% of the cause. Other variations of the Pareto principle states: 80% of the sales come from 20% of customers or 80% of marketing engagement comes from 20% of accounts. Many researchers believe that ABM is a descendent of the 80/20 rule. By following this rule, businesses can spend the bulk on creating personalized marketing campaigns for the 20% of customers who spent the most on the product or services of their company. How the Pareto Rule Brings Sales Growth? In ABM, the Pareto principle can be used as a guide to overcoming the business growth obstacle and acquiring extremely productive business solutions. So here are a few strategies that will assist in bringing the resources and attention to the top 20% of customers. 1. Identify Best Customers Companies might have hundreds or thousands of customers or prospect lists either from email, social media, or by the website. To ensure making a wise choice, it is a must to have a glance at the historical data of every account, then compare it with the ideal customer profile and determine which makes it to the list of the best customers. After finding the top customers for the business, assure to mark them as a top priority. 2. Locating Their Area An important factor is to check the Point-of-Sale platform and find the area from where the highest number of best customers belongs to. It will lead to determining the most suitable sales or marketing strategies that can boost the growth of the organization. 3. Rank The Need Of Customers After creating the list of best accounts or customers, try to dig a bit deeper and discover the want, need, or problems each customer has. If in case, the insight is not up to the mark, a company will have to form a team that can gather some information, by: Tracking customer’s social media Having a conversation with the customer Purchasing Insights from vendors. After finalizing the need list make sure to mark each with their importance and address them accordingly. 4. Offer Personalization Across Different Platform Marketing according to the way that connects with each customer deeply without engulfing the resource and budget can be achieved by making the process as automated as possible through hiring developers. Some of how businesses can personalize their channels are: Using images that shows the customer’s interested area Addressing each customer by their name Sharing related case studies with the customers Including a personalized note Remember to keep a track of the progress you made through these steps and modify your list and strategies based on them. Take Away! If used properly, the Pareto rule in account-based marketing helps a business in keeping the focus on what matters the most. It stops enterprises from multi-tasking all the time. With the help of the 80/20 rule, businesses can properly allocate time and resources to the areas that produce the best results. That being said, relocating the budget while cultivating time for referrals from the customers who generate long-term advantages is the core to sustainable growth.

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Leadfreak

We believe that as soon as sales results no longer align with sales forecasts within any business, the freedom to innovate is stopped. As a sales experienced agency, formed in complex B2B markets, we give you the freedom to pursue opportunities by delivering against a market-driven, sales aligned strategy that is measured on its ROI.

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