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.
