BUYER INTENT DATA
Article | April 15, 2021
Intent data is an essential piece of the account-based marketing puzzle. It’s the type of data that can give B2B companies a competitive edge as they look to identify engaged, active prospects at prioritized accounts that show a clear pattern of interest in a product, service, or solution. As importantly, intent data can pinpoint signals in a buyer’s journey that lets you know what their next step might be, helping you target them with personalized, contextual messaging.
There are a couple of flavors of intent data, but in this case, third-party intent data is the focus.
Third-party intent data originates from external sources and may include many potential online interactions that have occurred away from your website and your company’s interactions. Website visits at competitor sites, webinar attendance, downloads, product reviews, social media interactions, and online subscriptions to publications in your industry or sector are fair game for third-party intent data insights. Like an intricate spider web woven from numerous data points, third-party intent data offers a view of online behavior for potential prospects as they traverse their buying journey.
Article | April 15, 2021
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.
Article | April 15, 2021
Most physician outreach now takes place digitally or indirectly. This shift in engagement has made it crucial for sales and marketing teams in healthcare and life sciences (HLS) to be aligned with a unified strategy. That’s what we discovered at League. Founded in 2014, League is on a mission to consumerize health and benefits for employers. We started using Salesforce and Pardot in 2017. Back then, marketing and sales were disconnected, and this was impacting our overall performance in a negative way. Our solution was to develop our first account-based marketing strategy. We saw that ABM was a huge trend, and we loved the idea of choosing a set of target accounts, creating playbooks, and personalizing marketing campaigns to help drive meetings.
Article | April 15, 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.
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