Effective Account-Based Marketing [ABM] is what every B2B technology company strives for. The term ‘Account-based’ simply means that you are aligning your outreach strategy with the needs of your target.
The obvious challenge is ‘finding’ the right target. That requires two critical components.
1. The criteria each 'stakeholder' is identified by.
2. The requisite digital, AI, resources to match that criteria to suspects.
For ABM to achieve the highest ROI, it must be applied with well-informed ‘intent’.
Account-Based Marketing is hard. It is labor-intensive. The data is constantly morphing
To understand what needs to be part of the ABM equation, you need to understand why many campaigns fall short.
“ABM must include a strategy to ‘touch’ every potential influencer, stakeholder, decision maker. Each requires content tailored to the objectives.”
Executing a proper ABM campaign requires detailed planning. The campaign must be tracked historically and planned out for a future multimodal execution.
Properly researching and engaging target prospects is resource intensive. There are no short cuts, even with the best AI and data-rich resources available.
ABM must include a strategy to ‘touch’ every potential influencer, stakeholder, decision maker, within a target prospect company. Each requires content tailored to the objectives.
For instance, an Enterprise Business Intelligence Platform is of interest to the ‘BI’ execs. Also, to the IT/IS stakeholders. Also, to the CIO. And if the BI platform is app-specific, HR for instance, those stakeholders also have interests.
To make that work, content must be tailored to each stakeholder. A CIO doesn’t need to know implementation details. The ITSM exec does. CIO needs to know what it solves, time to ROI, etc. An HR exec may want to know what training and adoption challenges may exist.
As a Business Development firm, Second Sight offers Demand Generation as a Service. Applying all the vital components of ABM to parallel outbound email and call campaigns.
Significant ROI and lower cost of customer acquisition should be the goals in choosing a Demand Generation partner. The more levels of service provided means less impact on your resources. Allowing you to focus on responding to the market in real time.
Second Sight employs the digital resources required to build out an intel-based target universe. That ‘universe’ is populated with those in the targeted influencer pool. Based on the roles, ‘interests’, of each targeted prospect, introductory, product-update, and other email ‘touch’ campaigns are customized.
When applied comprehensively, ABM will positively impact your pipeline. Likewise, there are several other ancillary benefits. Enabling data-driven strategies ensures successful outcomes. Efficient utilization of resources lowers the cost of customer acquisition and stimulates higher ROI.
"Ultimately, Second Sight is that rare ‘Business Development’ partner that combines Demand Generation and Account-Based Marketing as one comprehensive service."
-JF
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