B2B marketing
The big picture of B2B marketing.
1. 𝗜𝗱𝗲𝗮𝗹 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗣𝗿𝗼𝗳𝗶𝗹𝗲, including:
– Firmographics and technographics criteria
– (Dis)qualification criteria that help you prioritize accounts with a need, and that you have a reasonable chance of winning and retaining over the long time
– Buying committee structure
– Account segmentation, because not all accounts are created equal
– Buyer journey: where and how they learn, discover and buy a solution like yours
2. 𝗗𝗲𝗺𝗮𝗻𝗱 𝗴𝗲𝗻𝗲𝗿𝗮𝘁𝗶𝗼𝗻 = high-quality expert content, aligned with the buying journey + multichannel nurturing.
Demand is built over time, and across many touchpoints in the buying journey.
Make sure you have expert content that covers all questions buyers have during the buyer journey.
3. 𝗗𝗲𝗺𝗮𝗻𝗱 𝗰𝗮𝗽𝘁𝘂𝗿𝗲 on high-intent channels.
At this stage, buyers that are ready to buy will reach out to you.
Your job is to make that process frictionless.
4. 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁 𝗮𝗻𝗱 𝗶𝗻𝘁𝗲𝗻𝘁 𝘁𝗵𝗿𝗲𝘀𝗵𝗼𝗹𝗱 to source accounts for ABM
Every day, we see ICP accounts with multiple buyers, high engagement, checking out high-intent pages on our website… that are not reaching out to us.
Why?
They may not yet be ready. Might still have unanswered questions. Or need to convince their colleagues.
And that is exactly the goal of ABM: accelerate demand generation and capture across the buying center of highly engaged, high-value accounts.
5. 𝗦𝗲𝗴𝗺𝗲𝗻𝘁𝗶𝗻𝗴 𝗮𝗰𝗰𝗼𝘂𝗻𝘁𝘀 𝗶𝗻𝘁𝗼 𝘁𝗶𝗲𝗿𝘀, to map appropriate programs, ranging from 1:1, fully personalized programs, to personalization on the level of vertical and role.
6. 𝗔𝗰𝗰𝗼𝘂𝗻𝘁 𝗿𝗲𝘀𝗲𝗮𝗿𝗰𝗵 & 𝘃𝗮𝗹𝘂𝗲 𝗽𝗿𝗼𝗽𝗼𝘀𝗶𝘁𝗶𝗼𝗻 𝗺𝗮𝗽𝗽𝗶𝗻𝗴
Collect all the available information about the needs, goals, KPIs and challenges of the individual buyers, and map the value proposition and content to accounts and buyers and create personalized solutions.
8. 𝗔𝗰𝗰𝗼𝘂𝗻𝘁 𝗱𝗲𝘃𝗲𝗹𝗼𝗽𝗺𝗲𝗻𝘁 = specific activities and channels to engage the target buyers, create awareness in the buying center, and distribute personalized solutions.
9. 𝗘𝘅𝗽𝗮𝗻𝘀𝗶𝗼𝗻 𝗮𝗻𝗱 𝗿𝗲𝗻𝗲𝘄𝗮𝗹𝘀. If the deal is won, we’ll move it to customer success, and after successful implementation, we can start working on expansion, and later renewals.
10. 𝗡𝗲𝘃𝗲𝗿 𝘀𝘁𝗼𝗽 𝗻𝘂𝗿𝘁𝘂𝗿𝗶𝗻𝗴
Even if you select the right accounts, and you run a perfect campaign, not all accounts are going to convert into a deal right away.
But this doesn’t mean that you should stop marketing to them, as the opportunity might appear in the coming quarters.
That’s why we move these accounts to nurturing & demand generation programs, so that you stay top of their mind until they’re ready to buy.
