How is ABM helping marketers adapt to the coronavirus era? As with many transitions (like WFH), Covid-19 has accelerated many organizational transformations. One of those transitions is the shift to ABM. This is in part due to the growing focus many companies now give to their existing customers and pipeline. Even before coronavirus, over 45% of marketers report achieving more than double the ROI from ABM. This time, we wanted to break down ABM into 5 specific stages we see companies leverage. We can see more focus on Account based Personalization and Account based attribution insights (through the our lense content marketing analytics) to accelerate their pipeline:
In B2B websites, the vast majority of the traffic is at the pre-lead stage. Account-based Identification enables you to identify whether an anonymous visitor has arrived from an IP of a target company. Although during Covid-19 more and more people are WFH, we still see a high rate of traffic identification (probably due to fact many people use VPNs to access their work networks).
This pre-lead identification stage can help you in 2 main ways: 1) See whether your demand generation efforts, organic and media efforts are bringing in relevant people to your digital assets. 2) allow you to personalize the messages and paths of those visitors to be more relevant for what they’re seeking.
The ability to identify incoming visitors through reverse-IP lookup opens up a whole new world of possibilities. From improving their customer experience and content journeys to better visibility on the success of your demand generation. People from specific industries can be shown relevant case studies to their domain or focus on specific capabilities of the product.
For example, a cyber security company can show a call action to visitors from financial institutions prompting them to view a case study from the banking industry. Furthermore, with on-site content personalization, you can create tailored content journeys for those types of visitors. This significantly increases engagement with your content. Over 78% of people will only engage offers if they have been personalized to their previous engagements with the brand (source):
One of the main benefits of account-based marketing is that it aligns marketing and sales teams around shared objectives. The first part in this alignment is a better flow of relevant information between the sales and marketing teams. For example, SDRs can be notified when a prospect has returned to their website and engaged with specific content assets. This provides important context for the SDR when they reach out. Just like offering a personalized experience on the website, so can SDRs now have a more personalized, contextual conversation with their prospects and leads.
A big challenge we see marketing and sales development teams struggle with is how to curate relevant content for specific audiences. Many times, content is scattered across different platforms and formats. It requires great efforts to organize it effectively for viewing. In recent years we’ve been seeing a rise in content hub solutions (great companies like Uberflip and Pathfactory, as well as Trendemon) that offer extensive systems for building and managing content hubs. This is another form of account based personalization. The idea is that instead of having to manually curate articles, papers and videos, marketers can easily prepare SD teams specific hubs (dedicated URLs). Those destinations can be sent to prospects to offer them a personalized resources center.
Why is it imperative to arm your SDRs with high quality, curated and relevant content? 67% of top-performing sales organizations support their sales enablement efforts with content. In addition, 82% of buyers viewed between five to eight pieces of content from a winning vendor (source).
Finally, you want to be able to attribute the various activities and assets to business outcomes. The goal here is to be able to close the feedback loop between demand gen campaigns, experiences on digital assets and revenue. For example, you want to be able to show that a given media campaign on linkedin resulted in 25 people from a relevant company to visit your assets. Although only 4 became leads, your content managed to engage 18 of them over the span of 3 months. Eventually, this $2M opportunity was affected not only by 18 different journeys, which engaged with marketing assets across several months. These insights are important to perform real content marketing attribution and find the ROI from these combined activities and assets.
To sum up, to deploy an effective ABM strategy, it is important to think of the entire process, be aware of the individual steps and the hand offs between them.
Deployment of ABM technologies, and specifically account based personalization and attribution solutions, can be somewhat daunting and lengthy as there are many moving parts. However, if you suspect that the ABM methodology could be right for your organization, but want to be able to test it out without massive upfront infrastructural investments, we may be able to assist so do reach out.