As you set out for the ABM journey, if you are not succeeding, it is time to REACT
- 3rd June 2019
What do you do when you have limited awareness, limited account visibility, and you know that your customer wants to go 60-80% of the way before he or she even wants to talk to a sales person?
We believe that ABM (Account Based Marketing) represents a true opportunity for B2B companies, which for many years have been struggling with:
• Bad quality leads
• Insufficient pipeline
• Insufficient number of key account contacts
• No or limited data on key account traffic on the corporate website
• Increasing financial dependence on key accounts
- Reach. A typical initial step in an ABA program is to gain awareness. An efficient way is Account Based Advertising (ABA) or Intent Based Advertising (IBA)
- Enable. It is our experience that not all accounts will react to your ads. Certainly not at once, and at the same time. In the Enabled phase, we are constantly tracking your corporate website, your campaign landing pages and the banners to identify which accounts are starting to engage with you.
- Attract. Being relevant is the biggest challenge for B2B companies. We know we live in a very noisy world. Research shows that whereas in the 1970’s the average person saw 500 ads we are now well over 5,000 ads every day. In this context, being relevant is really not trivial.
- Convert. Let’s face it. It is difficult to convert corporate buyers and influencers. It is difficult to get them to fill out a form or download gated content. In our experience, digital social channels such as LinkedIn and Facebook Audience Network can provide with the much needed last-mile connection.
- Transacted: Once you have secured consent to digital communications you are perfectly positioned to engage in 1:1 Account Based Marketing initiatives to nurture your target accounts and drive deeper more meaningful relationships and demand across your accounts.