Why Account Based Marketing Is Critical in 2016

runway modelsModels – Models – Everywhere!

Calm down, boys. This isn’t the Victoria’s Secret Fashion Show website. But, now that I have your attention…the term “model” is tossed around a lot.  There are models everywhere in our businesses.

Like the runway super-models, some can be divas to work with. Or in business terms – challenging to apply to your use case. Regardless of their difficulty, if you are a B2B company of ANY size with or without salespeople, you need models to focus your marketing and revenue generation.

B2B Buyer’s Journey

When I’m getting coffee around the Bay Area, I am tickled when in my eaves-dropping (oh, you do it too) I hear two people discussing the buyer’s journey who are not marketers.

How can I tell? It’s the Bay Area. We could build an island with all the STEM professionals roaming around here.

This was not the case merely two years ago. It was all about UX as it related to the product.

The buyer’s journey differs in it is where we use psychology to think through the who, what, where, when, how and why our target accounts will consider our product.

Enter the Account Based Marketing Model

With social media ebbing and flowing, video streaming becoming the norm, mobile conversions growing exponentially, its easy to get hypnotized by Channel Based Marketing Models.

goose laying golden revenue eggWe are getting much better at measuring channel attribution and ROI, but it lends itself to channel bias. This happens when we present data to the executive team and they only see the top-line results and assume that the top-performing channel is the goose laying the golden revenue eggs.

When you consider your target as a whole, you potentially miss the important elements of influencers in the sales cycle.

Buying Decision Logic

When is the last time that a big decision at work was made by a single person? Unless you are a one person shop, never would be my guess.

The more critical, expensive or number of people it affects, the larger the committee you need to convince. Your message needs to connect to each individual on the path they are on.

Meet Their Expectations

At each stage of their journey, you need to match your content and more importantly – keywords – to their expectations. Where a researcher might need high level bullets, the influencers will want a little more.

Plan to provide content and interactions that provide solutions in an easy and digestible format.

This sounds very simple, but it’s amazing how few companies plan, test and adjust their account based marketing campaigns for the long-term. It takes patience, persistence and regular analysis.

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