Customizing at scale is challenging. Even more, when selling to large enterprise accounts. But, the rewards can be huge if done right. Thankfully, there is a way. Let me explain.
For example, you want to target 50 enterprise accounts. You want each and every outreach to be personalized and customized. You do have tech stacks for your marketing and sales. But, achieving that human-to-human approach is a puzzle yet to be solved. It is further amplified by long and complex sales cycle, not to mention involvement of many decision makers on the other side.
A simple and a non-tech model can be your best bet. ‘Research’ helps you overcome the complexities of enterprise sales by delivering precision at scale. Something, your sales and marketing software simply cannot deliver. Research powered by human intelligence also adds a level of human understanding to the mix.
Here is how research helps solve the constant push and pull between customization and scalability:
Research facilitates the human to human approach at scale
Whether it is B2B or B2C, ultimately: people buy from people. It’s a human thing!
A simple desk based research can educate your team about your target industries and yield valuable insight leading to super personalized approach. Asking your prospects what challenges they are facing is one thing. But, understanding the challenges that the industry is facing and asking deeper questions about how your target account is reacting to the industry’s challenge is another.
Combine that with how your solution helps your target account tackle those challenges. Now, we’re talking personalization. An element of human understanding is brought to the table, which current sales and marketing software cannot deliver at scale.
Understanding of key accounts is enabled by research
Doing some desk based research through the eyes of your sales and marketing teams can yield insight about target companies that no tech stack can match.
Just imagine, if your team had the knowledge that came from the last 2 year’s annual reports, the latest quarterly report, a detailed study of the website, press releases, investor presentations, call transcripts, all the interviews and podcasts given by key decision makers, and any and everything that has been published across sources about your target account. Personalization then, becomes a habit, not an act!
Add human intelligence to the mix and you have your marketing programs fueled by simple desk-based research, which is powerful in terms of achieving high levels of personalisation across all target accounts.
Research on just one key account every week, empowers your team with intelligence about 52 accounts in a year.
Research fuels marketing programs with right and relevant information
Your marketing programs demands the right and relevant information for it to cut out from the crowd and win the attention of your B2B targets. For example, you may require industry-level information specific to the North America region, the US region to be precise. Current software cannot deliver account and industry level information of this level of segmentation. Hence, research helps fuel your marketing program with the right and relevant information.
Conclusion
The competitive and demanding nature of B2B Sales and Marketing implies that you will need to achieve a human to human approach in every single one of your B2B targets. This can be achieved through research fueled by human intelligence. Research helps solve the issue you face between scalability and customization through delivering precise research that not only is right and relevant information for your marketing programs but also helps facilitate the human to human approach.
About Us
Business Brainz is an ‘insight company’ that delivers tailored insight. While the world is racing towards automation, Business Brainz brings insight powered by human intelligence. Get in touch to explore ways Business Brainz can help you.
To have a look at a few sample reports and see how they can help your sales and marketing team, please download a few sample reports from www.businessbrainz.com.