“87% of marketers that measure ROI say that ABM outperforms every other marketing investment.”
With data-driven Account-Based Marketing (ABM) heating up like never before, the above metrics had to happen. Isn’t it? Moreover, businesses of all shapes and sizes are utilizing both advanced technology tools, integration solutions, and iterative approaches – making ABM immensely scalable in a formerly impossible way. No matter if you are trusting ABM for your veteran offerings or with the contemporary ones, there are some effective, proven, and successful measures that need to be implemented. Above all, there is one single focal point that needs to be considered to the fullest and that is – DATA. Let’s dig deeper-
Be it by volume or by granularity, data have sunk in every corner of ABM. We have seen sales teams struggling to select targets from some random databases or from those available in the air. Thankfully, the ABM approach has changed things while keeping sales and marketing teams more aligned. Today, they are doing more in respect of generating leads, boosting conversion metrics, and reducing bounce rates through a data-driven approach.
Yet, there are situations where marketers take a backseat as they get overloaded with outdated CRM data and colossal third-party data. The reason? Inadequate understating about data authenticity, unavailability of data enrichment & health check, data incompetence, and many more instances like these. The outcome? All these often lead them to reach out to irrelevant profiles meaning longer sales cycles with undesirable outcomes! Combining data sources is the last thing that marketers can do. But, what about the time, cost, and effort associated with it? What about the core marketing areas that they need to look up?
So, to start with, you’ll have to avoid guesswork and determine your market, industry domain, and ICP with regards to your offerings. Eventually, make use of first-party, actionable, authentic, and quality guaranteed data. Here are few things that need to be maintained if you wish to adapt it all in a better, smarter, and more sales-intelligent way –
- Get hold of a highly targeted account list and essential insights so that you can connect with them in a more matured and relevant way.
- Get hold of an extended sales intelligence team who will be your behind-the-scenes support for all the deep dives that it takes to implement & execute iterative data-driven ABM. Fully utilize their intelligence and diligent corporate knowledge to assemble correct data.
- Personalize and tailor the messages that you want to convey by deeply understanding your target's immediate requirements and pain points with respect to your offering’s relevancy.
- Don’t neglect to gather intent account intelligent data of your prospect profile or target company through actionable, customizable account maps. From individual contact details, their job roles, competitors of your prospect company, and what not! These account maps would serve you with all.
There is a lot more which you can explore. CLICK HEREto take the learning voyage with BIZKONNECT.