ABM: Not Just A Marketing Tactic, Rather A Customer Engagement Strategy
MRP has been target account focused for more than 16 years. Over this time, we’ve seen fads like lead-based strategies but also saw the day where sales funnels would fail to feel their influence. Full circle, we welcomed Account-Based marketing (ABM). Successful ABM is based upon the needs and timing of your target accounts. Once you’ve solved an awareness issue you don’t need an ABM campaign, you need engagement focused programs based upon the needs and stage of your buyer journey.
Insights to Action – Scale ABM Success
Further integration of technology in the marketplace has created higher consumer expectations, posing a challenge for brands, as well as a great opportunity. The influence of Artificial Intelligence (AI) on achieving communication at scale combined with a not before seen level of customization, means we are increasingly able to tailor campaigns to consumer intent, that is relevant to their stage in the buyer journey. These insights are the lifeblood of ABM performance and need to be at the core of your strategy in order to achieve the promised revenue impact of ABM. A recent report from Forrester found firms that exceeded their revenue goals in the previous year were more likely to have more ABM experience and tenure than those that missed their goals.
Smarter Engagement Strategies
The convergence of AI and machine learning with marketing tactics has been proven to enable both smarter customer engagement and better results. Using data collected from your customer’s journey will give you a complete view of the purchasing patterns behind each customer account you have. Utilizing machine learning algorithms that combine customer intent signals and pre-purchase research patterns with past practices and behaviors, offers you a complete view of your long-term customers intent. Not only will this assist your engagement strategy, you’ll be able to see what worked, what didn’t, and what needs improvement. Your strategy gets smarter with every sales cycle.
SOURCE: Not Yet The New Normal – ABM Must Evolve into Account-Based Engagement, June 29th 2018, Laura Ramos VP, Principal Analyst, B2B Marketing at Forrester
Rise Above the Noise – Deterministic ABM
Truly personalized target account engagement starts with real-time insights and is realized when you trigger coordinated actions across delivery channels. In an era of data-driven marketing, your company’s marketing strategy needs to be built on insights pulled from the analysis of big data, collected through customer engagements, to form predictions about future behaviors. Adding predictive analytics powered by this rich intent data to your ABM strategy, allows you to generate customized messaging and a content mapping strategy for each buyer.
The most effective way to engage with customers is to address their needs and stage of buying journey. Our account-based marketing software combines personalized marketing and sales efforts, based on propensity to buy, to open doors and deepen engagement at specific accounts. The MRP Prelytix platform makes it pain free to make this process programmatic to dynamically adjust program content based upon these dimensions and more. Our Orchestration features allow you to map these relationships in advance, your buyers and our platform do the work in the background for you.
If you haven’t heard yet, Forrester Research just released The Forrester New Wave™: ABM Platforms, Q2 2018 and identified MRP Prelytix as a “Leader”! Download the report here.