Account Based Marketing can be as challenging as it can be rewarding. Account-Based Marketing census in 2018 identified ‘securing the data and insight’ as the biggest challenge facing ABM marketers. In addition, a whopping 86% of those surveyed identified the challenge of obtaining the right data and insight as a significant problem.
Since Account Based Marketing is a data driven approach, it relies heavily on the right data and insight to fuel its progress. Not-so-accurate information would mean ABM’s effectiveness to be significantly hampered at two stages of Account Based Marketing, namely account selection and campaign planning.
In addition, it is very time consuming and puts a lot of burden to map and fill the information gap that exists currently.
So what is the solution to the biggest challenge facing ABM Marketers?
Research is the answer. Here is how:
Research helps you find the right data and insight
Research helps you find all the little nuggets of information that might mean the difference between success and failure of your Account Based Marketing campaign. A key component of ABM is about knowing your target accounts better so you can treat each and every different account as a different person and deal with them in a highly personalised fashion. Research helps in your personalisation efforts by fuelling your targeted marketing programs with all the insight you need in order to achieve higher, even 100% personalisation levels.
Understanding of critical insights is fueled by research
Research helps you know about the ‘A’ in ABM – the Account bit so you’re confident that your Account Based Marketing initiatives are driving significant business results. Account Insight, powered by research is an important foundation of your overall Account Based Marketing strategy as it is vital at the earlier stages of your ABM efforts. The selection process of accounts has to well-designed out as a key part of your ABM involves selecting the right accounts to go after. Research helps you find and understand the critical insights which you can use in order to achieve higher quality and tailored content for your targeted marketing initiatives.
Research satisfies the Essentials to Account Based Marketing Insight
Structured research – not just any research satisfies the firmographic and technographic data requirement as well as Key Executive Insight of your target ABM Account and the Industry that they operate in. The insight on the firmographics, technographics, Key Executives and the Industry they operate in satisfies the essentials to Account Based Marketing Insight so as to ensure the effectiveness of your targeted marketing strategy.
Conclusion
A structured research process in place that satisfies the essential insight requirements helps you find the right data and insight as well as fuels the understanding of critical insights in order to ensure the effectiveness of your Account Based Marketing program. Research has to be up-to-date, refined and structured as well as backed up by a strategy in place in order to alleviate the data and insight challenges that is facing ABM marketers today.