As B2B marketers enter the 2021 planning season, they need to focus their investments on programs that deliver the right results quickly.
This is not a new challenge – marketers have always had to achieve a positive return on investment (ROI) and meet their growth goals. What has changed are the best ways to get a better ROI.
To make account-based programs even more effective, marketers need to include the following three tools in their plans for 2021. But this will start in the second half of 2020 to maximize ROI this year and next.
Tool 1: Multi-channel multimedia programs with full-funnel involvement
The changes in 2020 mean that marketing teams must now support an almost entirely digital journey from the buyer, and budgets for 2021 will move away from the traditional base of investment in major events that often resulted in compensation for funding for digital travel.
The best tool for anchoring digital applications is a multi-channel multimedia strategy that includes content distribution, visualization, and advertising on LinkedIn. This combination maximizes the ability to activate and deactivate target accounts as it reaches shoppers wherever they normally go during their shopping journey.
Madison Logic 2020 investment data shows an average increase of more than 50% in target account reach for companies that integrate multiple channels.
With a multichannel strategy, marketers can also track account engagement and reach channels for real insight into what’s working. Using metrics to tailor digital engagement, based on how customers respond to messages and offer at different stages and across channels, helps shoppers and optimizes marketing spend.
Tool 2: business data priority data and insights
Selling is even more difficult than usual today. Teams are under increasing pressure to achieve their goals, although costs are lower. The key is to know who is and who is not in the market, so representatives can set the time and customize their messages to reach the most likely buyers.
Use more than one type of intention to maximize the impact of the program. In addition to contact insights and research behavior, demographic, firmographic, and technology insights should also be included to make your account identification, prioritization, and engagement strategies even more accurate.
Tool 3: adaptation for meaningful connections
The use of insights to adjust reach distinguishes account-based strategies from traditional questioning approaches. And account-based technologies make it easier than ever to scale custom messages and automate delivery times.
Effective personalization at each purchase stage begins with the use of insights from the first two tools: multi-channel applications and configuration data. Use all three to maximize the quality of digital engagement throughout the buyer’s journey, not just at the top of the funnel:
Combine the measurement that different buyers respond with configuration data to create a successful content strategy.
Adapt messages and content delivery to the stages of purchase and add additional information about specific accounts, contacts, and opportunities.
Finally, maximize engagement with a multi-channel digital ABM approach.
When buyers engage, you reuse leads of intent to help sellers prioritize and adjust their disclosure in their accounts. This improves conversion rates and earnings, allowing sellers to make the most of their time and avoid accounts that are not yet ready to buy.
Three tools, two positive results
Account-based strategies have been part of the mix for some time, but the adoption of ABM digital apps has accelerated in recent months. The B2B community is putting aside outdated practices and investments to use more appropriate strategies to achieve today’s growth goals.
Revenue teams using these three tools will see two positive results in the coming months: better account-based investment results and a better shopping experience for customers.