B2B space has changed drastically over the years and in order to succeed in 2020, marketers need to cut through the noise. CMO reported 90% of B2B buyers now twist and turn through the sales funnel, looping back and repeating at least one or more tasks in the buyer’s journey. The acquisition cost is rising tremendously with everyone using similar tactics to interact with accounts they’re prospecting. One of the sure-shot ways marketers can grab attention is through personalized content. 73% of B2B buyers say they want a personalized, B2C-like customer experience. A higher level of personalization can be achieved when powered with ABM insight.
B2B buyers are in a constant search for personalized experiences as they’ve been accustomed to platforms like Netflix and Amazon in their everyday life. While B2C space has been making strides, B2B has not been able to move in a similar manner. One of the improvement areas for B2B marketers is hyper-personalized buyer experience. ABM Insight fine-tunes the amount of email outreach, targeted ads, e-papers, and other various content. ABM Insight will help target accounts to understand their problem more clearly and also identify solution providers. ABM Insight will give you leverage over your competitors as you know a little more than they do.
Carrying out personalized efforts
ABM has invariably been about the sales and marketing team working together. It becomes crucial when you’re targeting higher-value accounts as the sales team needs to be more aggressive and relentless. The sales team always have a list of accounts they want to chase and when they work together with marketing, they can carry out more dedicated efforts to win those accounts. ABM Insight drives higher personalization levels with your target accounts at scale. In turn, helping to increase customer engagement with best-fit target accounts. To thrive, one needs to have a hyper-personalized approach and that is what ABM is all about.
For example, if a company happens to know of a major shift in strategic priorities of their target account, they can align my services and products to suit the new strategic priorities of that target account. The basic understanding of target accounts can be fueled through a customer-driven insight program in place such as ABM Account Insight.
Becoming customer obsessive
Becoming customer obsessive is the key to ABM’s success. Unfolding details of the target customers are the crucial foundation for your targeted marketing programs. Customer obsessed B2B organizations can better retain their customers as well as enjoy revenue growth. These B2B companies spend more on customer data platforms.
By paying attention to customer’s priorities and challenges, the difficulty of personalization can be achieved. Customer obsessed firms not only develop the tools, data and processes to understand customers – but they have a mechanism in place to develop insights that demonstrate empathy.
According to Forrester Research, customer-obsessed firms have the cultural belief that obsession is central to their success. Conducting individualized deep-dive research into target accounts and industries can help to become more customer obsessive. Finally, conducting deep-dive research into target accounts and industries would yield great benefits and would alleviate some of the major problems facing ABM marketers.
Final thoughts
The bottom line of every business is its return on investment. The ROI is generated only if the content is better resonated with the audience. B2B content is targeted and specifically for a refined audience. The cue is to understand where the value lies and produce sophisticated and relevant content. That is when the importance of insight comes in the picture. Sophisticated and relevant content can be produced with the help of insights. Companies need to invest time and resources to scan data carefully to gain real business insights. Hence, ABM Insight can help to build meaningful conclusions and be more targeted in their approach.