Marketing

Launching And Scaling an Effective ABM For Your B2B

You are a B2B (business-to-business) marketer and you’ve not integrated ABM (account-based marketing), then something is definitely wrong and needs fixing right away. In a world where B2B marketers are facing stiff opposition from their competitors, every marketer should utilize the ace from the pack. You are expected to play your best hand and not hide behind a finger. B2B marketing thrives on information gathered about the customer and what better way to utilize the data than account-based marketing. 97% of marketers say ABM approaches have resulted in higher ROIs than other marketing initiatives. Of what use is any data to you if you can’t use the information to target the customer? Focusing attention on a given account allows marketing and sales teams to be more effective in their efforts so that they stop beating about the bush and chasing dead-end leads which consume time and other resources. There is always the “these guys actually know me feeling” about buyers when you send them a personalized message. Any time you hit on their pain points, they appreciate your concern and feel like your company understands them, and that translates to easier sales. With humans spewing out data to the tune…

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Marketing

How to Effectively Improve Your B2B Customer Lifecycle

It’s a surefire approach that marketers who take a long-term view on their relationships with customers achieve greater ROI on their efforts. Why waste resources prospecting for new customers?  You will do yourself a lot of good focusing more on the customer lifecycle marketing as this will keep your existing consumers coming back, again and again. One thing everybody agrees on is that the best part of ABM is that it guarantees message relevancy. The more specific and resonant you can make your B2B (Business to Business) marketing, the more successful it will be. B2B purchase decisions, as compared to those of consumers, are outrightly based more on bottom-line revenue impact. Return on investment (ROI) which an everyday person rarely takes into consideration at least in a monetary sense, is fundamental for corporate decision makers. For this singular reason, your B2B should target specific accounts and work hard on elongating the customer lifecycle instead of trotting the globe prospecting customers. It’s not all about how many customers you have at the end of the day, rather it’s more about what you do to enhance a prolonged customer lifecycle. Studies show that it can cost five times more to attract a…

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Marketing

How Conversational Marketing Drives Qualified Leads

A lot of people in marketing believe it’s all about increasing marketing qualified leads (MQLs) and that anything apart from this should play the second fiddle, they tend to downplay driving conversation qualified leads (CQLs). But what we are seeing with conversational marketing is that driving CQLs and opportunities provide faster routes to revenue. You will be very correct if you say that conversational marketing is account-based, personalized around intent and engagement, contextual, human, and real-time. Where you will hit the brick wall is if you decide to base on the research carried out by Altera Group which found out that 97 percent of marketers said the ABM approach yielded a higher return on investment, to think purely in terms of increasing MQLs. Quite unlike what we used to have in marketing, the revolutionized customer expects answers right now. Unfortunately, most of the tools we have been using in marketing were built for later. You would have to fill out a form so someone can contact you later. Book a time so a sales rep can give you a demo later. File a support ticket so someone can give you help later. According to findings by Drift, B2B marketers will…

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