4 Digital Marketing Hacks for Account Based Marketing
The B2B sales cycle has constantly been increasing in length, size, and complexity. Account-based marketing was born as a result of this evolution. It is a new marketing strategy that helps companies bring larger deals, better organizational alignment, and operational efficiency to their organization. In order to excel at account-based marketing, you must first create a playbook and then play by those rules and win.
Here are a few pointers that can help you have the best possible plan for your account-based marketing campaign.
Use Predictive Scoring to Predict the Future
Netflix has grown as much as it has in popularity is since it takes into account your previous choice of shows and movies and gives you a list of shows that may interest you. In the same way, LinkedIn also helps you grow your network by suggesting contacts that you may know based on common contacts and the industry that you are in. The B2B industry can utilize this predictive format to their advantage by analyzing historical data about the type of companies that have previously responded well to their campaign and the business that they were able to win.
B2B data modeling allows B2B companies to analyze this data on a far higher level than could be possible if a single individual or team were doing the same.
While building a predictive model for account-based marketing there are certain types of data that must be included
- Firmographic Data: This is all the relevant data that you can collect about the companies that you want to target, for example, the size of the organization, its growth trends, the locations of all its branches or its market share.
- Technographic Data: This is data about all the different kinds of technologies that the target companies use.
- Intent Data: This is the information about all in-market activities that are carried out by the target companies.
- Engagement Data: This will include all the interactions that the target companies have had with your company, your content, or you.
Listen and Engage with Your Target Companies Using Social Media
Social media has made the process of contacting your target companies so much easier. All you have to do is send a request and you can connect with and stay up to date with their daily activities using Twitter or LinkedIn. These social media sites can also be used to engage with the company and form a relationship that can then help convert them into customers.
Give Key Contacts a Highly Personalized Experience
Who doesn’t like to get special treatment, the better you make a potential customer feel the better the chances of them choosing your services? Most customers state that the company’s website is the most influential deciding factor in the buying process. If you are able to customize your company’s website for a client it can entice them into choosing your services. Real-time web personalization allows you to do this. You can identify anonymous visitors with the help of reverse IP lookup and give your clients exactly what they need. In addition, account-based marketing allows you to put together a list of high-profile clients and have specialized content and even a call to action button just for them.
Orchestrate the Account-Based Marketing Process Using Your Playbook
You can use as many hacks as you like along with the best technology that money can buy but it will never be good enough unless you have a concrete plan in mind. It is the people who make the sale and that is why is it important that the representative has the right cohesive, overarching strategy that will help them land the account. Account-based marketing is solely dependent on the synchronization of the marketing and the sales team. The marketing team gets previous data of the kinds of clients that have used the services in the past from the sales team and the sales team gets viable leads from marketing. It is important to build your playbook before you move onto any other aspect of your strategy. Your success will depend on the kind of plan you make.