In Account Based Marketing, you need to find intelligent, highly personalized ways to reach out to your target accounts.
Your actions should compel your buyer to conclude, “These guys really understand our business, and care about our priorities and challenges.”
What is crucial for the success of your ABM Program is the understanding of the emotional makeup of your customers and the understanding that customer obsession is central to success in the B2B buyer journey.
Customised research helps fuel empathy and customer obsession through granular level insight about your customer, helping you in connecting the dots of the abundance of information that is available at your fingertips and turning them into actionable insights.
Data from Forrester Research supports the idea that buyer centric firms are more likely to benefit with customer centric firms enjoying loyal customer relationships and see positive revenue growth of 10%.
So how does research fit in empathy and customer obsession?
You can support your Account Based Marketing programs with highly customized insight about your target accounts and industries in order to make your ABM programs more customer obsessed and empathetic.
Here are the steps to a more Buyer-Centric ABM Program:
Steps to a more Buyer-Centric ABM Program
ABM Account Insight: account focused research
Through publicly available information and other sources, you can conduct simple desk-based research to gather a 360-degree view of your target accounts. Understanding the challenges that your target account is facing, as well as strategy and strategic priorities that they are following is of paramount importance to your overall Account Based Marketing program.
Conduct industry-specific research
Once you have collected ABM Account Insights, you can look to ABM Industry Insight – industry specific industry research reports about your target industries. In order to support your overall Account Based Marketing program to be more personal, you can conduct industry research that is specific to the target accounts you are chasing after.
Leverage Insights into your ABM Program
ABM Account Insight is probably the most powerful sales and marketing intelligence tool at your fingertips which you can conduct simply using a computer and an internet connection. Insights collected can be quickly leveraged into your outreach to fuel more meaningful conversations with your target accounts. Be it your content marketing initiatives or your outreach with
Conclusion
Your Account Based Marketing programs need to be more customer obsessed and research is the solution to do so. There are steps that you need to undertake in order to make your Account Based Marketing programs more buyer centric. Performing a holistic account and industry research in order to build understanding of the account and industry that you are targeting, and compiling profiles based on the research may be the single most powerful sales and marketing intelligence tool that you can build on your own.