As we near the end of the fourth quarter (one of the toughest quarters B2B technology has seen in a while), ABM executives find themselves forced to quickly pivot. For many seasoned marketers, that’s no big deal:
Marketing in the trenches alongside our sales partners gave us a unique perspective on what it means to move quickly to market signals and better pipeline performance.
Great ABM is a fact, not an event; it’s a disciplined approach to identifying high-opportunity accounts and maximizing their potential by listening to buying behavior and delivering value at every stage of the journey. And with an increasingly competitive market and an ever-increasing number of digital shoppers, personalized experiences have become the secret weapon of a successful team.
For ABM marketers, the pressure is high to roll out new campaigns quickly as market dynamics change. Gone are the days when we could plan and wait for agencies or digital teams to create our campaigns. Agility is the name of the game to move fast, but you need to set up the right activity. Here are my top five tips for unleashing the flexibility you need to deliver ABM campaigns in hours or even minutes:
1. Empower your ABM quarterbacks to run campaigns independently and coordinate cross-functional operations
ABM is a team sport for frontline marketers who need to create campaigns on the fly. They need data, agile tools, and content at their fingertips to respond to market opportunities. Queuing digitally or IT to build a campaign takes weeks, sometimes even months. Make sure your marketers have the right content, data, and tools to respond to market signals and watch your revenue soar.
2. Simplify your Martech Stack
Delivering relevance at scale requires agile tools and real-time data so frontline marketers can meet buyers where they are with what they need. With a trusted source of intent data and a platform experience engine that integrates all the other tools in your revenue technology, knowing where your buyers are at all times and creating a responsive experience Their needs are easier than ever.
3. Prepare your game
If you copy, assemble the content, and wait in line for the IT department to create your landing page, you’re missing out. There are a number of predefined sets based on behavioral and personality markers, and make sure to check and refine these sets regularly.
4. Closely monitor purchase behavior and intent signals
Make sure your campaign dashboard allows you to view reported sales data and intent signals, as well as buy signals. When you can see what shoppers have been using, how long they’ve spent it, and where they keep coming, you’ve got everything you need to see them next time with a delightfully visual experience.
5. Track your content based on purchase behavior throughout the journey, not your channel
Becoming more efficient and effective over time will improve your speed to market. Regularly bring everything you’ve learned about what attracts buyers to your content team to make sure they’re only building what will work, nothing more, nothing less. Don’t miss the opportunity:
Make sure your ABM team is empowered to create a steady stream of value for your customers. The experience matters to your team and the buyer; Make it your priority and it will be much easier to win the current budget-cutting war. We can do it!