Lead Generation: The Need to Apply Account Based Marketing

Stop me if you have heard this one… Your Marketing team is tasked with generating a specific number of leads, with the understanding that a certain number of those leads will become qualified and then a certain number of leads will convert into opportunities.

However, what really ends up happening is Sales says that your team’s qualified leads are crap. “They were not ready to purchase,”“They were just fishing for information,”“The lead was too small to afford our products.” Sound familiar? The list goes on and on.

“What really ends up happening is Sales says that your team’s qualified leads are crap.”

In turn, your team becomes frustrated because they feel they’ve thoroughly planned their demand gen strategy and have done their due diligence. They’ve spent a significant amount of time meeting with Sales to get their qualification criteria, they’ve gotten executive buy-in, and created SLAs. Now, just a quarter or two later, they are being told what they’re doing isn’t working and is not helpful to sales. So, the Marketing team throws their hands up and focuses more on lead quantity rather than lead quality— just getting leads in the door. If Sales follows up, who knows, but at least the Marketing team can say they hit their lead gen numbers.

Where is the disconnect? Continue reading

How to Approach Account-Based Marketing Part 1 – Selecting Accounts

How would you approach Account Based Marketing (ABM) at your company? Would you simply buy a marketing technology tool and call that ‘Account-Based Marketing’? Would you work with your sales colleagues, or not?  How do you select the target accounts?

I have written this blog to cover two core components for ABM that most marketers need help with: selecting the target accounts, and the variety of technologies that support an ABM strategy.   Continue reading

Beyond Job Titles: Identifying B2B Buyers for ABM Programs

In the world of B2B marketing, you’ll be surprised how often people make the mistake of targeting based on titles. It doesn’t matter if you’re running display programs or social campaigns, the first crucial step is to find the right individuals. But using job titles alone won’t scratch that itch.

As SiriusDecisions explained when it revealed its recently-updated Demand Unit Waterfall, it’s up to marketing and sales teams to think, plan, execute, and measure againstBuying GroupsandDemand Centersat each stage.

Salespeople working to penetrate big accounts are always on the lookout for the stakeholders and influencers who make up a Buying Group. Considering there are close to seven decision makers involved in an average B2B deal, and those separate influencers can be any of seven different types, identifying these people becomes paramount in cross-channel ABM programs, since you need to engage each and every one of them individually.

The result, when done right? Higher returns on display media spends for both social media targeting and programmatic display targeting, because you’ve done a better job of identifying these buyers. Continue reading

ABM Display Advertising: Find New Revenue GOLD with Anonymous Visitor Journey Reporting

When running ABM display, ads are normally served to a list of cookies or IPs generated from your account list. However, with most ABM providers, when it comes to actually measuring the most important outcomes of your campaigns—who visited from what account, and how much each account engaged with your ads —a large percentage of site visits may end up being reported as anonymous visitors. With reverse IP all that you can find out is the account (company) that the anonymous visitor belongs to; and that again only when they visit your website from work or business IP addresses.

Unfortunately, a large proportion of your target account traffic–up to 80%– often ends up being reached via home IPs, through ISPs or through VPNs at those accounts. Continue reading

Why ABM Display Is Your OnRamp To The NEW SiriusDecisions Waterfall

Over 3000 B2B marketers converged recently at the SiriusDecisions Summit in Las Vegas. One of the big announcements there was the introduction of their new and improved SiriusDecisions Demand Waterfall™.

A great many articles and posts that have been written over the past couple of weeks around this new Waterfall and what it means for B2B marketing. You can catch SiriusDecisions’ own Overview of their New Waterfall here. 

What Is the NEW SiriusDecisions Demand Unit Waterfall?

Earlier versions of the Demand Waterfall were all about leads (or individual buyers in a B2B buying team) who raise their hands and the progression of those leads down the demand funnel. The new Demand Waterfall recognizes the broader trend to an “account-based” or “account-centric” approach to B2B marketing. It moves the focus from leads to “Demand Units” – where each Demand Unit represents a group of Buyers within the enterprise with a clearly defined need, staff resources, budget and are seeking solutions from a tech or services provider.

Continue reading