B2B Marketing Doesn’t Have To Mean “Boring-to-Boring”
Account-based marketing (ABM) can transform your customer’s experience from traditional to extraordinary. Technologies such as predictive analytics, machine learning and AI help marketers make better predictions, smarter decisions, and increase customer engagement. ABM can change the way customers experience your brand, consistently adding value to their experiences with you.
While B2B marketing can be challenging at times, deploying the right ABM strategy will ensure your business reaps the rewards. According to SiriusDecisions, 30% of marketers that worked in an account-based manner reported greater than 100% engagement increase with C-level targets.
Transforming customer experience requires response to an organization’s intent with the right level of engagement, the right message, and the right allocation of resources to convert them to pipeline. However, attempting to consistently extract details of your current engagements with your top accounts and deliver that to the database of new demand units within those accounts, is a colossal task.
This is where predictive analytics takes center stage. Predictive analytics provide an automated visibility into the intent of your target market, reaching beyond your top account segments. Knowing what prospects are attracted to, allows you to deploy the messages that will have the most impact, and the tactics that will be the most effective. This gives you a huge advantage over the competition.
Building Customer Advocacy
Customer advocacy and engagement are keys to expanding market share. We all know it’s much easier to grow an existing customer than to acquire a new one. Utilizing predictive analytics to track the research your customers are doing, will help drive cross-sell and upsell opportunities. Maintaining your focus on the buying intent being shown by specific buying center allows you to determine when and where a cross-sell marketing message should be delivered.
As a result, you can make smarter decisions about prioritizing accounts, improving the quality of customer engagement, and ultimately, building long-term customer loyalty and retention.
Synchronizing Sales and Marketing
An effective ABM strategy requires a real connection between sales and marketing, which although incredibly challenging, can be exciting. While almost every organization has struggled with aligning their sales and marketing teams at some point, the real challenge for is taking the correct action on predictive intentions and automating the execution of effective ABM tactics, when customer intent is highest.
When predictive analytics provides the information, intelligence, and insights about key accounts, sales and marketing are then able to align around the needs of their prospects. They can continue to act on those insights from the very early stages of the pipeline through the entire customer life cycle.
MRP believes account-based marketing, predictive analytics, artificial intelligence, and machine learning will roll up into a larger category around customer engagement. Forging this road for the market, we’re proud that the MRP Prelytix platform is first at focusing on client needs, delivering predictive customer acquisition and predictive customer engagement. We put the power of insight and action into the hands of our customers.