Demand Gen Report is 100% On Point!
Would you like to drive a 14X increase in Account-Based Marketing response?
My team deploys ABM programs that have achieved as much as a 14X increase within 2 weeks. How's that possible you say, my vendor told me to be patient and results are long term ideals for ABM. That's total BS!
I'll start with a story... I once heard a PGA golfer present at a marketing conference. Sounds odd that a golfer would have business insight, but some 20 years later the presentation still rings in my head. His key point? He said that professional golfers play the game exactly opposite of everyone else... including myself. He said that almost all golfers get up to the tee and imagine how far they could safely hit the ball, and choose a club to do that.
On the other hand, professionals map the course in advance (strategy) and plot their strokes (tactics)... from choosing where they'd like to putt, how they'd chip to achieve that putt, and where their tee shot or fairway stroke should land.
In the game to achieve ABM results, start with your outcomes, plan account strategies like playing each hole of golf.
ABM response - it's all about target account needs, Insights
ABM Engagement fails when you treat your program as a campaign, or personalization is treated like a better guess.
If you're looking for a new game, high-performance ABM, you'll need to change your view on commonly held paradigms:
- ABM isn't a campaign. ABM is a strategy to find target account needs and trigger on-spot content. Start with your CRM and MAP, chances are you already know quite a bit about most of your target accounts. Only when you face a "cold start" issue. say you're entering a new market or you're an early stage startup, should you try an account targeted "hand-raising" campaign.
- Personalization isn't something a marketer defines. Personalization comes from the needs of prospects, customization is simply a marketers best guess. Knowing what your target accounts need and what they’re interested in is vastly more important than sending another message through any channel.
- Accounts don't buy anything, people do. Buyers are the critical target in your ABM efforts. Once you land on a list of accounts, dig deep to understand who you know... and perhaps who you don't know. Building your data-driven program produces incredible results but does require data.
Hyper-Personalized Targeting, Messaging, and Engagement
The subtitle of this special report is bang on. ABM starts with insights, insights that drive hyper-personalized targeting... messaging... and engagement.
We're flattered to have been a part of this special report and hope you have the opportunity to read it!