Leveraging the Modern B2B MarTech Stack to Enhance ABM
Many of today’s marketing professionals wear multiple hats, so it’s become a standard expectation to do more with less while maintaining high-quality results. However, generating opportunities and providing better brand experiences requires marketers to do the opposite and focus on their skills on a few select things. One suite of tools is specifically designed to help companies do this, and it’s their MarTech stack. With the right MarTech stack, marketing teams can connect with prospects at deeper levels, build relationships with existing customers, and increase opportunities by equipping engagement channels (i.e., email, digital advertising, conversational marketing, website personalization) with automation technology. These B2B marketing tools are built and connected on the foundational element of accurate, targeted data. Amping Up Your ABM Game When push comes to shove, B2B companies usually default to the pipeline, which can cause marketers to lose sight of their bottom-of-the-funnel customers and the strategies required to reach them. Casting a broader net to generate opportunities doesn’t magically convert prospects into paying customers. The same goes for “batch and blast” tactics, which rely more on talking than listening and, as a result, aren’t reliably effective. It’s more important than ever for marketers to listen—via data and multi-channel conversations—and commit to understanding their customers’ pain points. Spray and pray strategies just don’t work well. Even if they generate opportunities, they’re often low quality and unlikely to convert. To strategically drive demand that converts to revenue, today’s marketers should:
- Define and focus on ideal customer profiles.
- Meet customers where they are.
- Leverage accurate buyer intent data.
- Prioritize personalization and experiences, pivoting to make the buying process more about the customer than the brand.
- Tagging and segmenting accounts to differentiate one from another based on whatever criteria—demographics, product needs, place in the funnel—make sense.
- Making it easier to set up automation workflows for various interactions, whether sending email newsletters to potential customers, using chatbots to initiate a conversation, setting up meetings, or pre-qualifying prospects.
- Customizing content to deliver the right message to the right audience at the right time based on their previous interactions with your company.
- Conducting A/B tests to measure success, via B2B-centric metrics, for each stage of the funnel.
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