Enterprise B2B Marketing Automation has a verifiable and official state of the art plateau: We always wanted hyper personalized communications and now Account Based Marketing technology has caught up with what we always knew was the right way to conduct outreach.
We’ve been waiting for technology to catch up with what we always knew was the right way to do this B2B marketing needs an ABM foundation
Enterprise solution professionals do a lot of research about their target accounts. They find out who the players are, they learn everything they can about them and try to figure out how to speak their language in the content that’s sent their way. They research the target accounts’ industries, try to figure out which of the challenges are the most significant and require some sort of resolution.
When they meet in person, the enterprise solution professional can gain credibility by not wasting anyone’s time…they know what topics are germane. When a marketing outreach program is put into play, target account prospects carry over that same set of high expectations: Don’t waste my time, whatayagot? Email series, subject lines, calls to action and landing pages should speak directly to the target account’s issues. And “how we’re going to put technology to work to make it better”.
The buyer personas include the actual primary decision maker, influencers to the target account and “known experts” in the target account’s industry. Each of these folks are busy and if we want their attention, we have to grab it by pointing out the obvious: “We know a dwindling available expert labor force has to be addressed with automation in order for your company to continue to thrive”. “We know the aviation industry has been plagued with safety concerns. Here’s how we can improve quality control”.
This is messaging the right people in our targeted account really want to read.
Account Based Marketing (ABM) technology enables this sort of hyper personalized communication to happen. At scale. (Whaaattt??? Who said we’re going to be replaced by AI’s?).
Today’s infographic, part of our series, “Anatomy of a Product Launch” looks closely at the simple foundation required to execute on ABM. You can find this image in an enlargeable format here on our resource page: ABM Infograph.