Why You Should Include ABM Into Your Lead Generation Strategy

 Of all the marketing approaches adopted by any business, Account-Based Marketing (ABM) is one of the most sought-after B2B Lead Generation Solutions to engage and convert highly targeted audiences. The solution has been successful in many instances and has effectively touched the lives of many prospects/customers.  Believe it or not, ABM was one of the hottest B2B marketing trends last year. In this blog, we will discuss ABM in detail how businesses can master this strategy to eliminate poor leads and, instead, fill their pipeline with qualified leads.

A brief about ABM:

ABM is a strategy that focuses on delivering targeted, personalized marketing programs that help drive business growth. This type of marketing is different from traditional forms of marketing solutions. It deals with each client/account individually and markets it accordingly. This is the primary difference between ABM and other marketing techniques that adopt a one-to-many approach.

Account-based marketing solutions have been here for a while, and as a first step, instead of focusing on a wide audience base, accounts that present the highest value (those that matter and can drive more revenue) are identified. All the marketing focus is then concentrated on a limited set of accounts and decision-makers at these businesses are approached. Further, campaigns are launched as per the needs of the client.

Why ABM today and always?

Do you think it is a good idea to remain stuck with something that is not generating good results? Or even continue with a wide range of campaigns that ultimately see a few conversions? Obviously not. The current marketing scenario is such that one cannot afford to run blanket campaigns. Businesses need to adopt highly targeted and personalized marketing strategies across industries to maximize ROI. And ABM does just that. Ever since its introduction, ABM has brought a sea-change in the way businesses strategize their marketing efforts; it has made them more agile. Even in stressed times during the pandemic, ABM struck the right chord, ensuring quality leads and business continuity. 

As we enter 2022, let’s take a look into the nuts and bolts of Account-Based MarketingSolutions and why it will matter going forward.

1.    ABM reflects personalization

ABM is a personalized approach that draws on the unique needs of decision-makers within an organization. So once the target accounts have been identified, creating personalized experiences is a tough nut to crack. Marketers must know the nitty-gritty of the prospect’s needs in order to be of service to them. This can expedite the lead generation process.  Any Lead Generation Company can help you strategize your ABM initiatives.

2.    ABM shortens the sales cycle 

Every company aims to shorten its sales cycle for the simple reason that the faster you close, the more sales you generate. Long sales cycles, small margins, and high turnover are some of the common challenges faced by businesses.  Often, the leads generated by B2B marketers for the sales team do not convert. A one-size-fits-all approach does not work well here. Therefore, each account must be dealt with differently with a focus on specific needs, challenges, buying triggers, and preferred communication channels. Account-based marketing can address all of these challenges. With a focus on targets that are picture-perfect for your business, the sales and marketing teams can focus all their efforts on them and, thus, spend less time weeding through poor-quality leads. Instead, they can devote much of their time selling. This shortens the time between the first follow-up to the closed deal.

3.    ABM syncs sales and marketing teams

Sales and marketing teams are the soul of any B2B Lead Generation Company as both play an important role in spurring business growth. And when they both work in tandem, they can do wonders. With an ABM approach, businesses can eliminate the glass wall between both teams by making them a part of the strategy and execution process. Together, the sales and marketing teams can sieve possible accounts and approach precisely for greater ROI. This allows companies to gain a competitive advantage by finding accounts that will likely convert. Sales and marketing can share knowledge about a client to create customized campaigns and engage with the customer more effectively. It ensures that the sales team can deliver a better and more satisfying experience for the customer.

4.    ABM shows greater ROI

It’s tough to measure how well ABM worked over companies, industries, and markets. But more targeted campaigns deliver better results and save on time, too. This means the focus is on high-quality opportunities, and less time is spent on campaigns that aren’t working. A hyper-focused approach will increase engagement levels and, thus, drive greater revenue.

Is there a success formula for ABM?

Yes! Creating a cohesive account team is the key to achieving success with ABM. Without alignment, your sales and marketing campaigns will suffer from a fragmented experience, which will ultimately affect both parties and drive down both your brand and sales.

A dedicated B2B Lead Generation Company needs to establish a clear understanding of the goals and the various strategies necessary to reach and engage with the right audience. While the top priority is to capture new clients, it should also consider other goals aligned with the bigger goals.

Some of the goals have been listed below:

·         Pinpointing a higher number of decision-makers in each account.

·         Securing a higher number of senior-level executives/meetings.

·         Enhancing the sales cycle.

·         Creating higher customer loyalty.

·         Improving revenues from existing accounts.

Takeaway

ABM is a revolutionary marketing strategy that helps increase revenue and improve lead conversion rates. It can also help build a more robust marketing team. Have you implemented the right ABM strategy for your company? Or do you have any questions about growing your business? You can get in touch with the Best B2B Lead Generation Services provider to get your ABM strategies right. Do let us know in the comments below.

The Wild World of B2B Lead Generation Strategies

 

The truth about B2B lead generation – what really works!

Want to know the greatest challenge in B2B marketing? And I swear it has nothing to do with what color dress one should wear in a presentation. The answer is “leads.”

Lead is a universe where it all begins. Without leads, there is no revenue, no clients, no raison d’être, no nothing. Without leads, you are a black hole in the universe.

And there arises a question – how do I get leads?

To produce B2B leads, marketing departments need to take a multi-channel approach.

Following are the lead generation strategies and channels for B2B businesses:

·         Social media marketing

·         Website optimization

·         Content marketing

·         Paid advertising

·         Email marketing

·         Referral traffic

Lead generation is an essential component of a well-oiled B2B sales and marketing operation. To attract more clients, it is necessary to do marketing of products and services first. A B2B lead generation company is the one that is interested in finding ideal consumers for your service or products. Also, content syndication plays a vital role in promoting thought leadership and create an effective relationship with a target audience.

Content syndication marketing – expand reach and win trust!

Content syndication marketing plays an essential role in lead generation. It helps tap a new audience or existing consumer, develops a positive perception of the brand, and adds visibility and authority that leads to qualified business inquiries.

The questions you must think upon

Is your website driving leads for your business? Is your website generating high-quality leads that your sales team can close?

Nowadays, buying journey is getting more complicated as we spend more time learning independently online than anywhere else. But the real success of a marketing leader is proven when the sales enablement services manage to convert, generate, and manage business leads and unlock new growth opportunities.

Concentrating on B2B demand generation and sales enablement services could help marketers develop a strategy to support lead management, enhance sales partnership, and develop strategic account-based marketing programs that could help buyers buy. Also, marketers must ensure that buyer enablement is available to all consumers across seller and digital channels.

Brent Adamson, Distinguished VP, Advisory at Gartner, said: “The hardest part of B2B solutions isn’t selling them‚ but buying them. Today’s buying journey has effectively reached a tipping point where it’s become nearly unnavigable without a significant amount of help.”

Demand generation marketing has so many things in common with lead generation. It acts like an umbrella covering marketing and sales initiatives from every touchpoint in the consumer’s journey – from initial prospect interest to upselling consumers.

Strategies used by demand generation agencies

·         Creating awareness amongst the target audience

·         Monetizing and converting the present in-market demand

·         Connecting sales and marketing teams for better results

Do you know?

Where do online leads come from?

The answer is your website. Here is the basic flow of how B2B website leads are produced online:

·         Traffic (visitors)

·         Website

·         Leads

Once a lead is generated and the consumer is in the target market, the lead becomes a Marketing Qualified Lead (MQL). The digital marketing team will then begin promoting the lead via marketing campaigns.

Sales enablement – a key to unlock Account-Based Marketing (ABM)

Usually, lead generation models, sales, and marketing teams work together as a relay team. Marketing increases the number of produced leads, nurtures them, and hands them off to sales.

Account-based marketing transforms this process and links inbound and outbound marketing with sales to create demand in targeted accounts. Further, these coordinated account-based marketing campaigns engage and convert target accounts at every purchase journey stage.

A sales representative with a combination of account-based marketing and sales enablement becomes a social seller, engages targeted clients, and delivers insightful and powerful content that helps in the decision journey.

Takeaway

Today’s world of information overload has radically changed consumer behaviors and how they want to connect with brands. Gone are the days where marketers could rely on their product, brand, or service to attract and retain consumers.

“At the end of the day, consumers don’t just want you to show them that you know them; they want you to help them get something done,” added Adamson. “Proving you know the customer in the absence of helping them can do immense damage.”

All in all, a lead generation strategy leverages quality of content and thought leadership.

Ingredients for a Killer B2B Demand Generation Strategy for New Brands

 “B2B demand generation is a cakewalk.”

Said no one ever.

Especially if your business is the newbie in town, and if you have tried increasing the sales figure by generating more leads, you already know how tough it is.

Trying to establish a brand, you must have heard about many challenges such as brand knowledge, brand value, brand appeal, and more. But the real survival of any brand is highly dependent on its customer base. This indirectly means no customers-> no feedback, no feedback-> no word of mouth, no word of mouth-> no organic publicity, and no organic publicity-> no customers.

To get out of this vicious circle and set your brand free to achieve the best in the market that is crowded with competition, let us give it our best shot by adding some of the handpicked B2B demand generation services offered by industry professionals.

The brand story

The brand is a promise. A promise of the value or experience a customer gets every single time. A brand incessantly promises quality, consistent experience, customer service, and value for money.

Putting myself in the customers’ shoe

Headphones are something I am very particular about. Honestly, I wouldn’t say I like to experiment with what I purchase because there is no way I can compromise on the quality of sound. This is why I only go for headphones from Sony. Believe me you, I never have had any complaints and the only time I needed to buy a new pair was when I lost the one I already had.

This is the power of a brand. But Sony did not become successful overnight. It took time and effort to get to where it is today.

So no matter how promising the product or service you put on the shelf is. Finding marketing qualified leads that can be converted to a promising customer base is inevitable.

Behind the scenes

Businesses are often on the hunt for new customers, but when your business is new in the market, it needs to do a lot more in comparison to already established names. And no one knows this better than the marketing team.

Remember, the fight for brand supremacy is extremely essential to achieve all that a brand can give to your business.

However, to showcase the world elements such as awareness, uniqueness, innovation, reliability, and quality, it is extremely essential to pay close attention to your lead generation strategy.

Tips to chalk out a winning B2B lead generation services strategy

The DNA of no two businesses is alike; hence it is essential to customize the marketing efforts for improved results.

To help you in your brand journey, here are elements that can be leveraged at your discretion to uplift the new business and head on the brand journey.

Content syndication marketing

Give away your best. Yes, content syndication is an activity that has immense power to showcase what your business is all about. It is a platform that can make that noise and tell the world your products and services are available.

This platform gives businesses the flexibility to use a variety of digital content such as blogs, infographics, news, and even videos.

B2B data management services

Big or small, data is an essential fuel to power the success of every business. No doubt, marketers are great with what they do, but to build a brand, engage new customers, and drive revenue, data specialists and marketing operations experts are irreplaceable.  

Professional B2B data management service provider have the right expertise to deal with data. Therefore, investing in these services is essential to make the most of your data, strengthen your brand, and make a difference to the bottom line.

In essence

“Teach a parrot the terms’ supply and demand,’ and you’ve got an economist.” Thomas Carlyle, Historian and Writer

But that is not how it works.

To find success, it is essential to determine how well of a fit each prospect is for your business. Based on the BANT (Budget, Authority, Need, Timeline) qualification framework, it is easy to channelize efforts and money toward a promising prospect.

So, as a newbie in the market, if you want to build concrete lead generation strategies, it is essential to do your homework right and signup for professionals who understand your needs and have had similar experiences in the past.