25 May 2022

The Secret Sauce of B2B Marketing

In the rapidly evolving world of digital marketing, B2B companies are constantly seeking new ways to extend their market reach and achieve greater exposure. While the opportunities for B2C companies seem endless, B2B enterprises require a more unique and targeted approach to succeed in their marketing efforts.

Account-based marketing (ABM) has been around for a long time, but the advent of the internet has added an entirely new dimension to its capabilities. In this article, we will delve into the nuances of account-based versus traditional marketing and explore the specific benefits it offers in a B2B context.

Breaking traditional boundaries

Unlike traditional marketing, which focuses on broad-based strategies, ABM takes a comprehensive approach to understanding and targeting individual clients or accounts. Everything in an ABM strategy is data-driven.

It uses the combined expertise of sales and marketing to create a unique and tailored experience, for identified individuals within key accounts who are involved in the buying process. This cross-departmental collaboration ensures a much broader yet more targeted reach than traditional marketing.

Instead of adopting a scattergun mass-market approach, this level of precision enables companies to gain a clear picture of their target audience and develop strategies based on a deep understanding of their needs, challenges, and position in the buying cycle.

Seamless alignment between marketing and sales teams is crucial as ABM strives to establish 1-to-1 connections with clients, as any disconnected messages can alienate prospects and hinder conversions.

The power of personalisation

One of the standout advantages of ABM lies in its ability to nurture leads on a highly personalised level. Through targeted campaigns, companies can determine the average number of touchpoints required to generate a positive interaction with the sales department.

This data is not only invaluable but also cost-effective to obtain and implement into marketing strategies. With ABM's targeted nature, every action taken is more likely to yield a successful outcome, resulting in an impressive return on investment (ROI) for B2B marketers.

Implementation strategies

The timing of engagement is the secret to ABM marketing. Perfect timing is possible with the use of data analytics and predictive logic. Implementing ABM can be approached in various ways. At its most basic you can conduct a targeted search on platforms like LinkedIn and identify specific accounts and prospects holding key positions responsible for buying decisions.

Once identified, you can develop personalised messages, content or direct brand interactions, curated to meet their needs. Knowing as much as you can about your customer, their problems, and the solutions they’re looking for is key, as these often differ among key stakeholders. This is where an ABM strategy really shines.

On the other end, innovative tools and systems now offer more comprehensive personalisation, tracking, and targeting capabilities. These systems collect valuable data on individuals' online behaviour, enabling marketers to fine-tune their strategies further. You can go as far as analysing buyer intent data with AI — especially across the activities of several buying team members — ultimately is the best way to uncover, understand, and cater to a prospect’s bespoke needs.

Done properly, an ABM approach addresses the unique needs of each stakeholder whenever possible. This is especially important when buying teams represent constituents from several different company divisions.

Supporting elements

While the benefits of ABM in a B2B context are evident, they should be seen as part of a larger puzzle. Efforts must be supported by brand awareness strategies, a compelling website experience, search engine optimisation (SEO) and automation. Considering the average B2B sales cycle is around 6 months and it takes at best 7-10 touches to generate a qualified lead, establishing a strong market presence is crucial to ensure visibility before direct marketing or sales actions take place.

If you’d like to understand how ABM can help to laser focus your sales and marketing efforts, don’t hesitate to get in touch.

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