Spend Less Time in Contact Discovery, and More on Closing the Leads

| January 21, 2019

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What is contact discovery and why is it necessary? It’s crucial to know who the decision makers are in the organization as it affects sales. Every organization revolves around its customers and you need to keep the most authentic and accurate information handy when you enter into the competitive environment. Unfortunately, most of the times the job titles don’t reveal much about the role a person plays in an organization. In lead generation, all the businesses need constant leads, because without them you cannot achieve any growth revenue. It is also necessary to focus on closing the leads that you already have rather than using contact discovery to find more leads. Besides, it is possible to reach all the key persons in the target account through social media.

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American Marketing Association Baltimore

AMA Baltimore is Baltimore's association for marketing professionals, educators and students. Membership in the AMA is a must for marketers who are seeking to gain a competitive advantage, stay relevant in an ever-changing industry, advance their careers and continue their professional growth. Our programming includes local, regional, and national speakers, authors and experts who share their insight, knowledge and experience to inspire and educate us. Whether it's Fuel, our morning series, our pm events and happy hours, a special interest group roundtable (debuting Fall 2013), a book club discussion or a nationally sponsored day-long Boot Camp for B2B Marketing there is something for the young professional and the chief marketing officer.

OTHER ARTICLES

Using Intent Data Throughout the Customer Journey

Article | April 13, 2020

Intent is an indicator that an account is interested in a certain topic, based on the content consumption of people within an organization. I know that sounds a bit abstract, so let’s look at how it actually works. Let’s say that Gio is looking at some content on marketing attribution. Gio is a Marketing Operations Specialist at Whale Enterprises, and he’s considering buying some new software. Gio’s research is creating intent data that can be tracked by intent providers, who can then let marketing attribution providers know that Whale Enterprises is showing intent to buy a marketing attribution solution.

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How to speed up lead nurturing with Account-Based Marketing

Article | February 17, 2020

The B2B sales cycle can be a long journey with many twists and turns in the road. For example, when you’re selling a complex service or piece of software that’s going to impact multiple processes within a business, you need to be patient and attentive in your lead nurturing process. However, here I want to talk about one powerful approach to give your lead nurturing strategy extra fuel and encourage a faster conversion. This is focused on Account-based Marketing (ABM), an approach that has become increasingly popular within B2B organizations over recent years. In his Smart Insights article, Adrian O’Gara defines ABM as: “a strategic approach that coordinates personalized sales and marketing efforts, to target specific accounts for new business and create deeper and broader relationships with existing customers.” Essentially, ABM creates “markets of one” based on specific accounts, allowing you to make your marketing efforts highly specific and personal.

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ABM and Inbound marketing: A match made in heaven

Article | February 20, 2020

For B2B companies around the world, one of the biggest challenges is finding big clients and closing deals successfully. In the last few years, Account-Based Marketing (ABM) has emerged as a preferred marketing solution for B2B brands. It is a marketing technique that involves creating customized and focused campaigns based on the individual needs and pain points of specific clients. While it is definitely effective if you only have a small list of clients you want to target, it restricts you from finding new clients which is exactly where inbound marketing comes in. Inbound marketing is a technique that focuses on attracting customers to products and services with the help of content that looks both intuitive and valuable to the prospect. This can include social media marketing, content marketing, branding, and search engine optimization. The idea is to solve the already existing problems of the customers and encourage them to make a purchase.

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

Article | March 15, 2020

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

American Marketing Association Baltimore

AMA Baltimore is Baltimore's association for marketing professionals, educators and students. Membership in the AMA is a must for marketers who are seeking to gain a competitive advantage, stay relevant in an ever-changing industry, advance their careers and continue their professional growth. Our programming includes local, regional, and national speakers, authors and experts who share their insight, knowledge and experience to inspire and educate us. Whether it's Fuel, our morning series, our pm events and happy hours, a special interest group roundtable (debuting Fall 2013), a book club discussion or a nationally sponsored day-long Boot Camp for B2B Marketing there is something for the young professional and the chief marketing officer.

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