Transform Your Business into a Sales Machine with Buyer Intent Data

Buyer Intent Data

Article | April 15, 2021

If you’ve been keeping up with new terms in B2B marketing, by now you’ve likely heard of account-based marketing (ABM). The term itself has been around for years, but with recent advances in technology, this tactic is now being adopted at a much larger scale than ever before. Still, surprisingly, I find that many B2B marketers are in the dark when it comes to ABM. So here’s a quick look into the future of B2B enterprise marketing, and why I think account-based marketing will be one of the biggest revenue drivers for B2B businesses in the very near future.

Buyer Intent Data

Article | October 7, 2022

ABM influences key accounts that show buyer intent. This influence is internal (B2B through personalized content) and aims to sway decision-makers who green-light a purchase. In an interview with Media 7, Mark Emond, Founder & President of Demand Spring, talked about the importance of content in marketing. “Content is at the heart of great marketing today. It needs to educate, inspire, and convert. It must be tied to the unique rational and emotional needs of each target persona.” ABM’s focused approach leads to faster lead conversions and a higher ROI. However, B2B marketers still face the following challenges in their marketing strategy: Maximizing Marketing Efficiency B2B marketers must consistently drive higher ROI on their efforts while working within a limited budget. Improving Customer Experience Cutting through the noise of thousands of competitors and delivering an enhanced customer experience is challenging. Generating Trust in Customers Marketers need to humanize their approach and reach a level of undeniable authenticity to generate trust in the minds of customers. Why Should You Use Influencer Marketing in ABM? According to a CSO Insights report from Marketing Charts, brands fail to incite enough trust in their target audience. Interestingly, it is what the subject matter experts and third-party influencers from the industry say that counts. So, external influence is driving purchase decisions. Internal influence, though crucial, cannot sideline external influence and how it impacts sales and key decisions. When you integrate ABM with influencer marketing, you co-create relatable, impactful content with relevant influencers to encourage your target accounts to move ahead in the sales funnel. An influencer becomes a credible touch point, powerful enough to convert a lead. The influencer’s performance-oriented content resonates with the target audience, engages, educates, and informs them of the strong points of your business, creating a strong foundation for lead conversion. Here is how it can help strengthen ABM strategy: Increases Content Authenticity The words of a trusted subject matter expert or third-party niche content creator hold more weight than static website content or brand ads. Their followers trust them and consider their views authentic. If such relevant influencers create content with you, your target audience is bound to be positively influenced. This leads to higher conversions and ROI, qualitative reach, and better engagement. Attracts New Audiences Influencers attract new audiences that are similar to your ideal customer profile (ICP). Interactions, content promotions, and publicity can create brand awareness generate more interest in your brand. Encourages Brand Advocacy Positive reviews, customer success stories (voice of customer), testimonials, and word-of-mouth publicity that comes from influencers and their followers promote brand advocacy. Influencers also create incentives for referrals, thus bringing in better engagement. Humanizes the Buyer Experiences B2B storytelling is the key to conversions. It has more impact than any other form of advertising. Influencers humanize the buyer experience by sharing their opinions, reviews from other businesses, and highlighting success stories through their content. This content is impressive as compared to any other content the brand hosts and promotes. B2B Influencer Content is Priceless B2B influencer content has high value because it has third-party credibility that attracts trust across all brand channels. Another advantage is that you can easily access the creativity of the influencer without having to hire someone. All the content that influencers publish on their platforms is brand content, highlighted with the voice of the customer. Influencer marketing generates traction and engagement for businesses. Integrated Influence Influence can be integrated through social media marketing, content marketing, PR, SEO, branding, and ABM. How to Create a Powerful, Influencer-based ABM Marketing Strategy? Brainstorm a Strategy To make the most of influencer-based ABM marketing, you need to streamline a process and strategy. Find the answers to these two crucial questions: 1. Who influences your target audience? 2. Which topics interest your target audience? Once you find the answers to these questions, you can zero in on a relevant influencer and approach them to participate in creating/co-creating high-quality marketing content (text, podcast, video, interactive). Integrate the content and publish it on brand channels, and influencer channels. Promote the content via blogs, ads, other influencers, and brand sites to target your key accounts. Monitor the promotions (URLs, engagement) and adjust the campaign for maximum output. Most importantly, create and nurture relationships with industry influencers for future campaigns. Understand the Demand Understanding the demand of the target audience through keyword research and data analysis can boost the results of an influencer marketing campaign. Offering audiences solutions to their problems or information that will help them scale their business assist in lead nurturing and conversions. Identify Ideal Influencers Choosing a suitable influencer can help kick start your influencer campaign powerfully. An ideal influencer should be proficient in their domain, passionate about content creation, capable of publishing content across platforms, popular in the industry with keen followers, and knowledgeable and eager to promote content across different channels in different formats. You can employ software to identify and qualify relevant influencers who create credible, high-quality content on the topic you want to promote. Filter influencers based on how much they charge and how well they align with your company values and brand voice. Focus on creating a long term association. Shuffle the Content Formats By shuffling between marketing content formats like blog articles, live video, third party analyst reports, videos, case studies, webinars, podcasts, industry presentations, infographics, and interactive content, the target audience can be engaged on multiple channels, and data can be collected to analyze which formats work best. Remain Connected with Influencers As a B2B marketer, you should connect one-on-one through email, phone, or in-person meetings with influencers frequently. You should monitor and engage with influencers on social media when they mention your brand. By interacting with and sharing relevant influencer content on social channels, you can build a community and promote advocacy through continued partnership and engagement. Additionally, you can recycle content made by influencers to show you value the association. Sixty-three percent of marketers believe they would have better marketing results with an influencer marketing program, while seventy-four percent of marketers agree that it improves customer and prospect experience with the brand. How Cherwell Software Witnessed a 437% Year-over-year Increase in Content Shares? Colorado-based Cherwell Software is an IT Service Management (ITSM) company. It engaged TopRankMarketing to create an influencer marketing campaign with the aim of increasing brand awareness, targeting CIOs, CTOs, and IT Directors of companies for business, and increasing sales and revenue. With the help of the content 15 ITSM thought leaders created and amplified across five channels, Cherwell Software saw a 170% growth in their audience views and a 437% year-over-year increase in their content shares. Key Takeaways In B2B marketing and ABM, influencer marketing can help reach customers you would have otherwise missed. Engaging in an influencer marketing platform to maximize ABM strategy outputs is crucial to remaining ahead in the race. FAQ What characteristics should a good B2B influencer have? A good B2B influencer should be proficient, passionate, popular, a dedicated content promoter and creator. How does influencer marketing help B2B marketers? Influencer marketing can help B2B marketers target key accounts by leveraging content created by industry experts.

Buyer Intent Data

Article | September 11, 2023

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. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "How to identify a successful B2B marketing plan?", "acceptedAnswer": { "@type": "Answer", "text": "Analyze your marketing performance Perform competitor analysis Define your marketing goals Identify your marketing budget Implement the latest B2B marketing trends" } },{ "@type": "Question", "name": "How successful is ABM strategy in B2B marketing?", "acceptedAnswer": { "@type": "Answer", "text": "Account-based marketing guarantees a better conversion than traditional marketing methods. Plus, it is one of the most trending strategies in B2B marketing. 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Article | April 15, 2020

Understanding how a B2B buyer’s journey naturally progresses is key to designing a digital marketing program that works in any economic climate. When we do this with our clients, it allows us to see their marketing as a whole, rather than looking at isolated marketing tactics and getting overly focused on minor issues. Once we understand what’s already working for a client, we can then apply an informed strategy to amplify their successes. Occasionally, we may also recommend that a client step back from a few marketing tactics that might not be working well enough.