Monthly Archives: March 2022

If you want to scale your ABM initiatives, you must first analyze how your ABM strategies have evolved so far and how it has impacted your results. You must consider some core factors such as unique insights about your target accounts, sales and marketing alignment, measuring results etc. to help scale your ABM activities.

Let us see some of these factors in detail and how they can impact your ABM initiatives!

Measuring ABM outcomes-

If you aren’t running ABM for the first time, then any new strategy should be crafted only after considering the results and the outcomes of the previous campaigns. One of the trickiest parts of ABM is probably measuring campaign results and analyzing them. Many marketers might be enthusiastic about measuring results but may not know how to go about it.

Here are some quick steps to follow-

• Gather insights from every stage of the funnel
• Consider factors such as engagement rates, click-through rates, actual account conversion rates, etc.
• Measure individual results from both sales and marketing activities before you arrive at a conclusion
• Consider all the MQLs and SQLs generated from the campaign and analyze them

Measuring ABM results is one of the most challenging aspects in b2b marketing, but it’s not impossible to do if you have the right know-how.

Alignment between sales and marketing-

Without a proper alignment between sales and marketing functions, ABM can never yield you the results you desire. It’s very important that both the teams are on the same page, and that they must work together to identify leads, create a comprehensive messaging strategy at various different stages of the buyer’s journey. A proper hand-holding between these two functions can lead to better understanding, transparency and thus great results when it comes to streamlining ABM initiatives.

Omni-channel approach-

Today’s customer is well aware of what he wants and may have almost arrived at a buying decision even before you get to talk to them. An omnichannel approach offers a chance for you to widen your reach and create plenty of opportunities to communicate with new buyers each time. This not only enhances brand awareness, but it also creates visibility and scope to interact with thought leaders and gain valuable insights. You can create a better reach through more channels and thus increase your chances at higher ABM conversions.

Hence marketers must focus on using omnichannel marketing for better results from ABM.

Conclusion-

ABM is a powerful b2b sales and marketing technique and if you understand that it’s more of a dynamic activity that involves so many factors as mentioned above, you can get the results you desire. Ask an ABM expert or partner to map your ABM journey and they would probably want to analyze your ABM growth and evolution till now before chalking out the next strategy. Get in touch with our experts here at Intellitech, to get to know how we help companies scale their ABM activities. Clickhere

Data and invaluable insights are important elements of b2b sales and marketing in today’s digital marketing world. Intent data is already making waves in the b2b market and is proving to be a powerful tool for lead generation and demand generation. There are several other b2b marketing techniques too that can benefit from intent data and its insights.

Let us find out how certain b2b techniques such as ABM and email marketing can benefit from intent data.

Today, the decision-making process of the customer starts long before the customer lands on your website. In such a scenario, intent data can help marketers to stay prepared with customized solutions for prospects even before they approach the marketer.

So how can marketers use intent data for revenue growth?

• Helps reach only those accounts that are most likely to convert
• Helps to narrow down high-value accounts based on their precise needs
• Increases conversion rates and gives marketers an edge over their competitors

ABM (Account-Based Marketing):

Account-based marketing is a focused activity dedicated to high-value accounts for faster conversions and long-term sustainable business outcomes. Intent data insights can give you a bird’s eye view of the accounts you wish to target. The insights from intent data can help you to narrow down on the high-value accounts, give your marketing teams the precise information they need to capture the right leads at the right time.

Intent data helps marketers to build more effective ABM campaigns with better results.

• Intent data can help identify accounts in active buying stages and contact them even before they approach the marketer
• Identify what solution the marketer can offer in order to convert the leads
• Communicate with personalized messaging for better nurturing

Email Marketing

Email marketing is a powerful tool when it comes to reaching out to a wider audience and nurturing leads so that they convert easily. It is also about the timing! In fact, today, b2b marketing is all about the right timing. The perfect time to send out emails and to the right leads can have a huge impact on conversions and ROI. So imagine how intent data can help with the signals and mapping the buyer’s journey and its insights to leverage email marketing.

Here is how intent data can help you with b2b marketing-

• Intent data insights can help you to create content assets that are relevant and choose topics of interest to the customer
• You can create segmented lists more effectively
• You can email only those leads that have shown the inclination to buy
• Create highly personalized messaging and email marketing campaigns that give high returns
• Create better impact on the open rates and click rates by sending out the right message to the right leads at the right time
• Retarget leads that could not be converted earlier but can now be remarketed to by gauging their buying journey and inclination

Conclusion:

One can combine different types of intent data to create an impact such as first-party intent data or third-party data etc. and also leverage content syndication to optimize valuable data insights for more sales. Intent data has changed the dynamics of b2b sales and marketing and is here to stay. B2B marketers should give it a try and make their lead generation less challenging with a data-backed approach.

Demand generation is a complex process; however, if you create a solid strategy with the help of incredible data insights, it can bring spectacular results in terms of leads and sales. While marketers focus on how to scale their demand generation, they should avoid making certain mistakes to make their efforts more effective and result-oriented.  

We share with you 3 such mistakes that you must avoid if you want to create robust demand gen campaigns.

Not optimizing data

Poor quality data can be detrimental to b2b sales and marketing. It can cost you time and money. As a b2b marketer, optimizing data is one of the critical activities that you must focus on. Data is the fuel for your sales and marketing activities. It will make it less challenging and more result-oriented. If b2b marketers do not focus on data, it will invariably affect their results.

Knowledge about the prospect through intent data is one of the keys to accelerating lead generation today. Marketers should therefore focus on getting maximum benefit out of intent data. The focus should be on creating more effective ways in utilizing data by adopting techniques such as data cleansing and data verification.

Not being aware of your prospect’s needs:

If your data is not in place, naturally it will affect your knowledge about the prospect. B2B market is complex and without deep analysis and insights about the prospect’s intent and buying history it can become more and more challenging to engage them.

As a b2b marketer you must know who your prospect is and what his needs are. Knowledge about buyer’s journey, purchase history, likes and dislikes, competitors and much more can help you to devise a more customized strategy to delight and engage customers.

You can track your website visitors and you will be surprised to see many potential leads that may have already shown interest in your brand. This is the magic of demand generation wherein the leads come knocking at your door if you use the right strategy and attract the customers by being aware of their challenges.

Not focusing on content assets and content marketing:

Your marketing communication is crucial at every stage of the funnel. In fact, it’s best to focus on customizing messaging and communication as per the stage of the funnel. Email marketing is one of the most effective tools for reaching out to your target audience. If you do not focus on the messaging, none of your email campaigns will impress your clients and you will not be able to convert your high-value customers.

Today, customers know what they want and more so, they have plenty of options around them who are willing to offer them what they want. If you want to survive in this tough competition and thrive, you need to create great content and offer them content assets that they would be delighted to read and download. These will not only help in creating brand awareness, but can also help marketers to stand out in the crowd as a trustworthy b2b vendor who knows his game well!

Conclusion:

It’s possible to miss out on some finer nuances and most importantly some pitfalls when you are focusing on the bigger picture. But small mistakes in demand gen can cost you a lot. Since demand gen can considerably reduce your lead generation challenges, its best to analyze the strategy from time to time to avoid any pitfalls and up your demand generation game for faster conversion and more revenue. It is one of the best ways to convert leads and it can also help build relationships with your customers for creating a more sustainable business model.

Achieving sales and marketing goals in the b2b domain is largely dependent upon data and more importantly on ‘quality and relevance of data’. There has been a paradigm shift in recent years in how data is being valued and how b2b marketers are leaving no stone unturned to get the right data. Better understanding of customer can lead to more sales—this is exactly how intent data helps!

Marketers are excited to see how intent data is helping them to increase sales and ROI and enabling them to understand the customer and some important insights about the buying journey. This knowledge has given marketers the confidence to capture the right leads that have high potential to convert into sales.

Let us find out from this blog, how intent data’s insights and the right timing play a valuable role in making lead generation less challenging for b2b marketers.

The power of intent data

Valuable insights:

Knowledge is power and intent data provides relevant knowledge and thus the power to marketers to be able to convert the leads into paying customers.

The main objective behind building a tool like intent data is to give business owners relevant and filtered data that is useful. Data alone may not suffice when it comes to converting leads or capturing leads. Data should be useful and of value to marketers in order for them to optimize it for conversions. Built on this simple logic, intent data helps marketers to filter through the crowded and magnanimous amounts of sources of data available today.

Perfect timing:

Another huge benefit of intent data is the timing! Marketers can leverage this benefit to meet the right prospect when he is most likely to buy from you. Intent data facilitates an opportune time for you to contact the prospect during his active buying stage. It allows business owners to hyper-target the most potential leads because intent data provides the insights and knowledge to marketers about the prospect and his buying journey.

Given the complex nature of b2b businesses and with several decision makers at various stages, it becomes increasingly difficult to filter out the right decision-maker who is most likely to make the final buying decision. In such a scenario, intent data helps you carry out the right marketing activities as per the buyer persona and you can make some quick and effective decisions about contacting the prospect for conversions. You can also be aware and have knowledge about which content asset has been downloaded by your prospects and how frequently they have shown interest in those assets.

Intent data provides marketers with predictive intelligence and also lets them know the technology that is being used by the prospect. It also gives valuable insights to marketers about the purchase history of the prospect.

All these insights offer signals to marketers about the buying intentions and preferences of the prospect so that they can take the right actions at the right time and with successful conversions.

Conclusion:

B2B marketers can experience improved lead quality by data-backed insights to drive effective lead generation, conversion and also demand generation. Intent data insights provide predictive intelligence to marketers to be able to act at the right time. It also provides the marketer with relevant knowledge of the prospect, to create a great customer experience. This can help strengthen business relationships and create more customer loyalty and enhance business longevity.  

Intellitech Solutions can provide you with top-of-the funnel leads by using Bombora intent data!

B2B sales and marketing today is about how effectively you communicate the value of your solution to your customers and deliver results on time. It’s all about building relationships through personalized communication that is effective enough to convert the prospect into a paying customer. This is where email marketing comes into the picture. It is one of the most effective channels in b2b marketing communication and it can help you to generate the highest possible ROI.

Find out all about how to achieve the highest ROI and other benefits of email marketing in this blog.

As per research, almost 89% of marketers say that email marketing is their primary channel for lead generation. Email marketing is effective in terms of increasing brand awareness, engagement and enhanced lead conversions for higher ROI.

Higher Return on investment (ROI):

According to McKinsey, email is 40 times more effective than social at acquiring new customers. Research also suggests that email marketing generates the highest ROI amid other channels of marketing. While many marketers might wonder about how to achieve the right marketing mix; there is a high possibility that email marketing will always be an integral part of the core sales and marketing strategies in order to bring more leads and thus more business.

More conversions:

Emails are supposed to be opened and read so that the prospect knows who you are and how you are willing to help them. Did you know that email conversion rates are almost three times higher than social? Marketers have definitely realized the potential of email marketing and they are now focusing on strategizing their email marketing campaigns for higher open and click rates. Email is also a highly measurable tool, so it’s easier for the teams to keep a track of open and click rates, number of content asset downloads, and metrics that suggest conversions.

Long-term business relationships:

Emails today aren’t just about sales and conversions. The good thing about email marketing is that it also makes relationship-building less challenging. Email marketing can help you to reach out to a wider audience and enhance brand awareness. With email marketing, you can make your brand grow on your audience. It is also one of the most effective channels of communication when it comes to relationship building.

With a series of emails, you can attract, delight, and engage the audience until they convert into paying customers. This will happen when the prospects will see the value in your brand. You can build trust amid your target audience which can also help you in retargeting and building sustainable and long-term business relationships.

Conclusion:

There are plenty of marketing channels available today and marketers can choose the best channel that suits their business needs and goals. Email marketing is definitely one channel that is effective in terms of lead generation and conversions and is very much result-oriented. All one needs to do is to optimize email marketing that is based on solid strategies and incredible data.