WHAT’S HURTING THE MOST WITH YOUR DEMAND GEN?

| September 29, 2016

article image
Take the pulse of your customers and target them in their vital organs. (Maybe we’ve taken this too far.) Much like the machine that goes “ping,” an Ideal Customer Profile gives you a continuously-updated readout of your buyers’ vital signs. Whether you want to target competitors, reach people with specific job functions (not just titles), or people or companies who use specific technologies, creating an ICP is a vital procedure to ensure a healthy campaign. Predictive scoring is the wide-spectrum antibiotic that cures ailing inbound leads. Think of an Ideal Customer Profile as a CAT scan of your best customers. A solid ICP lets you understand attributes that other tools miss. Fill the right prescriptions in your marketing automation and hot leads will go straight to the right specialist…er, sales rep. Leads that need more TLC are automatically added to the right nurture campaigns. Prep your database for a radical bad-leadectomy. Your pain may well be localized in your database, and radiating outward. Start by diagnosing your existing lead and contact information. Seek a second opinion from the external universe of lead information, including top B2B lead databases, unstructured web data and social networks. On-demand, accurate information that goes beyond the business card may bring immediate relief. Once your data’s clean, make it part of a comprehensive recovery regime. Prefer a holistic approach? Building campaigns without attributes like areas of expertise, technology used and job function is like going to the ER and saying, “Please remove an organ at random.” Segment your database to pinpoint people and companies in specific channels with your marketing automation, dynamically insert attention-getting, relevant attributes, and watch your prospects open up and say “Ahhhh.”

Spotlight

Blue Flame Thinking

We help Financial and Manufacturing brands in the B2B space solve their toughest marketing challenges. Let's get better, together. Change has always created opportunity, and while we don't have all the answers to tomorrows marketing challenges, we do know how to find them. We'll start by working backward from your goals to develop a strategy that works, integrating proven digital marketing tactics, classic storytelling, and a sustainable agency partnership. And then together we'll push things further than we have before because a new generation of on-demand, world-at-their-fingertips digital natives expect more from us today than they did yesterday.

OTHER ARTICLES

The Pareto Principle in Account-Based Marketing

Article | February 2, 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.

Read More

How to Stay Ahead in the Great Account-Based Marketing Race

Article | February 28, 2020

This account-based marketing piece is brought to you by Intelligent Demand Senior Marketing Manager & Certified Account-Based Strategist, Paige Montgomery. More and more B2B marketing executives and companies are making the transition from lead-centric to account-centric marketing, because the ROI of an account-based approach has been tried, tested, and proven. ITSMA put it best: “ABM delivers the highest return on investment of any strategic B2B marketing approach. Period.” Let’s face it, account-based marketing (ABM) is no longer a trend to test or even pilot—it’s table stakes in 2020. And thanks, in part, to the surge of account-based thought leadership and marketing technology available, B2B marketers are getting better at ABM by the day, meaning they’re also getting better at creating strategies that engage target accounts and developing effective ways to connect the dots between marketing, sales, and customer success.

Read More

3 innovative tools for securing ABM success

Article | March 25, 2020

Account-based marketing (ABM) is a popular and effective approach to B2B sales, marketing and lead generation. Businesses identify a number of key accounts they want to work with, and reach out to them as markets-of-one. This gives marketers and sales teams the chance to work towards common goals, execute a highly-personalized approach, and reach out to dream prospects and ideal clients. According to ITSMA, 85% of marketers said ABM outperformed other marketing investments. And, Sirius Decisions discovered that as many as 91% of those with an ABM program in place said they were either ‘tightly’ or ‘moderately’ aligned with sales. So, how can powerful B2B technology help support your ABM strategy?

Read More

3 inspirational ideas for ABM direct mail

Article | April 3, 2020

I’m not here to extol the benefits of direct mail. That’s trodden ground. No, I’m on a bigger mission: to prevent B2B marketers from being ignored. And today I’m focusing on direct mail because it’s a particularly expensive place to be ignored. Luckily, a separate trend is changing the way marketers think about direct mail. The recent popularity of account-based marketing (ABM) principles has cleared a path for more creative direct mail. How? Targeting a smaller, more tailored audience means that marketers can focus more energy on delivering an amazing experience versus a narrow focus on economy and scale. But what constitutes a great customer experience when it comes to direct mail?

Read More

Spotlight

Blue Flame Thinking

We help Financial and Manufacturing brands in the B2B space solve their toughest marketing challenges. Let's get better, together. Change has always created opportunity, and while we don't have all the answers to tomorrows marketing challenges, we do know how to find them. We'll start by working backward from your goals to develop a strategy that works, integrating proven digital marketing tactics, classic storytelling, and a sustainable agency partnership. And then together we'll push things further than we have before because a new generation of on-demand, world-at-their-fingertips digital natives expect more from us today than they did yesterday.

Events