Why is Account-Based Marketing Called Need of the Hour?

 

The marketers who have been doing this particular job for ages have seen many evolutions in marketing best practices. They have witnessed a rise in digital marketing vs. offline marketing. Then, there was a visible growth of social media marketing within digital marketing. After that, there was a hype of marketing automation technologies, which replaced human marketing activities.

The recent trends in the market are Account Based Marketing (ABM) or People Based Marketing (PBM). These trends have the potential to transform everything for B2B marketers. In the article, you can learn how ABM marketing and People Marketing differ from each other.

The approach led by account based marketing is listed below in points.

Working on account based lead generation

Marketers must note that intent-driven account-based marketing is compelling because it focuses on a fixed category of buyers. The approach is personalized rather than a generic one.

Further, start gathering the data about the customers you want to reach out. There are platforms such as AngelList and Google searches that can provide a list of prospective customers in the industry. Also, visitor identification tools can give a list of companies visiting your website.

After you have the list, bring out their size, location, and industry type. If there are companies that aren’t your ideal customer, remove them. The remaining companies are your target to be reached out with the relatable and best quality content. You can also term it as the primary job of an account-based marketing company.

Make space for automation

Selling B2B is a complex process because it requires appealing to multiple persons. The method of spending ‘equivalent to a full-time worksheet” comparing alternatives, talking to numerous representatives, and taking a ton of content for third-party sources is tedious.

The negative point that lies here a lot of campaigns lose potential leads during the early stage because they fail to follow up on a timely basis. So, introducing automation with intent-based data will allow the sales development team to spend more time talking to prospects without sacrificing early lead development.

Let me explain via an example. Create an event that pops up as an email campaign when a prospect visits your rating page or add up a new lead to your CRM (customer relationship management). Once the details are collected, then assign them to a salesperson or account-based marketing company.

Intent driven marketing or personalized marketing

People have their inboxes filled with messages and emails. But still, it hasn’t been harder before. The right buyer intent data can make things better. When there are tailored messages for different people with different priorities, then marketing becomes easy. It is then able to identify and attract qualified leads, similar to lead generation services.

You can make a personalized video that will show them how your business can help them grow, or you can also describe a solution addressing specific challenges that the prospect faces. 

The takeaway

Apart from the marketing challenges, the global pandemic also created many challenges. Things are slowly moving to the track again. Some new B2B lead generation strategies that are complementary fit to the realities of the new normal are leading the way. In simple words, high-quality lead generation strategies are firmly rooted in digital and automation.

If you are not using any B2B lead generating strategies such as ABM or PBM marketing techniques, you should probably reassess the entire B2B sales and marketing strategy. You will enjoy seeing how adopting ABM techniques might help you recover from all the downfalls of your business. 

Why is Demand Generation a Strategic Initiative?

Whether you are in marketing or sales, there is a better way to crush your competition. And the strategy is called demand generation.

And we call demand generation strategic because it is not just one single task. It is an assortment of activities executed to tap the right audience, in the right market, at the right time.

Technically, and in the real world, demand generation involves a wide range of activities that are focused on creating demand for products or services offered by businesses.

It begins with creating brand awareness, presenting the brand at the right market, and later deals with creating interest among potential buyers and finally converting them into customers.

Now the million-dollar question is what makes demand generation different from lead generation?

Often used interchangeably, the primary difference between these two terms is that demand generation aims at long-term customer acquisition.

Beyond marketing

One of the primary challenges before businesses today is to create demand for products and services. Therefore, it is essential to sign up for demand generation services that aim toward gaining high-quality leads and not just focus on quantity.

On the other side of the story, demand generation aims to identify prospects based on initial behavior and then guides the leads through a nurturing process. Additionally, the strategic initiative involves various touchpoints like campaigns, marketing, awareness, reach, and more to help generate better conversations between buyers and sellers.

The demand generation mix

B2B demand generation is multi-faceted. Hence, it is essential to understand its elements to sign up for the best-suited services from the B2B lead generation company.

1.       HQL Generation Services

High-quality lead generation is about prospects who have shown interest in what a brand has to offer based on the marketing efforts taken by the business. In short, these leads are of value as they have a higher potential of getting converted into a sale.

Often a qualified marketing lead is a lead that intentionally gets engaged with the brand. Such leads are identified when prospects voluntarily fill the contact information form, opt for a program or a callback, pay repeat visits to the website, or add items to their cart in the case of e-commerce.

These leads are often received from HQL service providers as they use the best tools and strategies to gauge such moves for better brand awareness, right advertising efforts, and revenue.

2.       B2B Data Solutions

It will not be wrong to say that B2B data solutions are a service that directly targets the bull’s eye. Every business exists to make money and grow. These services delivered by a B2B lead generation company help businesses not lose out on potential revenue. Quality B2B data solutions services support businesses to meet their objectives with return on investments from marketing and sales activities as they target focused solutions.

3.       B2B Appointment Setting Services

The focus of every business is good reputation, growth, presence, and revenue. To get these elements in place, the company needs to perform the best marketing and sales activities. This exactly is what B2B appointment setting services offer.

The services are determined to help sales teams to do their best closures. The B2B appointment setting activity involves trained sales reps making calls, doing follow-ups, and nurturing promising leads making them conversion ready.

The deal closure

Sales and marketing are not child’s play. It might sound easy at times, but to spread brand awareness and close a sale is a deal that needs a series of efforts, tools, and several other resources that often work behind the scene.

So, if you are a company that aims high and believes that the sky is not the limit, it is time to offload the burden from the internal marketing and sales teams and sign up for professional demand generations services. This will give in-house folks more room to focus on more strategic actions and cut down on mundane tasks.