“Do not count the companies you reach; reach the companies that count.” — Antoni Chumillas, Chief Product Officer and co-founder
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?
The key benefits of ABM technology
If you haven’t already embraced innovative technology for B2B success — you risk missing out on supercharged results and enhanced processes.
Build relationships and be consistent
According to Genesys, as many as one in three customers will pay more to receive a higher level of service. When it comes to developing relationships with business decision-makers, customer experience is key and consistency is crucial! Reach out regularly with content, make their lives easier and stay at the forefront of their minds.
Identify key accounts and gain crucial data
To see ABM success, B2B marketers need to target the right accounts from the outset. Utilizing the right tools, marketing teams can get hold of accurate information and insight to
ensure they make data-driven decisions.
Offer a more personalized experience
According to Retail Touchpoints, more than a third of consumers believe brands should offer more personalization in their marketing. Technology offers marketers the chance to provide high-quality personalization across various channels.
B2B marketing technology: 3 ABM tools to know about
An engaging mix of marketing content is a must when conducting ABM. From sending regular email marketing messages to your key decision-makers to creating bespoke content marketing materials relevant to them, campaigns need to be engaging enough to get you noticed. The right software will automate processes, increases personalization capabilities and keep campaigns consistent. Adobe Campaign provides marketers with a suite of solutions to help personalize campaigns across all channels — both online and offline. Plus, it offers
the ability to manage and monitor the results of campaigns that span multiple channels, all in one place.
Personalization is at the center of account-based marketing — and that should include your business website. Webeo is a website personalization tool that turns one-size-fits-all B2B websites into bespoke online experiences. It works by tailoring websites based on the visitor as they land — so your ABM targets will be greeted with a personalized welcome message, relevant language, imagery and content and calls-to-action. With an increase in demand for personalized marketing content, Webeo helps bring business websites up to speed. It works as the final piece of the personalization puzzle — weaving your customer journey together seamlessly and helping to boost conversions.
According to Econsultancy and IBM, more than a third of elite marketers say having the right technologies for data collection and analysis is the most useful in understanding customers. That’s where Lead Forensics comes in. The software notifies users of their website visitors in real-time, providing them with the business name, accurate contact details and details of the visitor’s journey. Whether you’re looking for accounts to target in the first instance, want to gain an understanding of content that works, or you’re looking to get a clear view of when ABM targets are visiting your site — Lead Forensics offers a whole host of benefits for B2B marketers and salespeople. It also integrates seamlessly with any Customer Relationship Management (CRM) software, so teams can stay aligned, track progress and offer the ultimate customer experience to key accounts.
Understanding key ABM metrics is crucial before starting your account-based marketing journey. Consider measuring your sales velocity, average deal size and customer acquisition costs. Measure the level of prospect engagement, track marketing ROI and conversion-rate. Set your business goals from the outset and ensure your teams are always on the same page. Lead Forensics is a leading reverse IP tracking software that revolutionizes B2B websites and their approach to lead generation. Thanks to a global leading database of business IP addresses, the software tracks your website, reveals the identity of your previously anonymous website visitors and notifies users in real-time. Users will be provided with the name of the business visiting their website, contact details of key decision-makers and detailed visitor journeys. This way, they’ll have everything they need to conduct the ultimate ABM approach, campaigns and follow-ups. Reach out to the right person at the right time, supercharge your lead generation approach and book your free Lead Forensics demonstration here!