1. 6 reasons why you are not doing your b2b abm strategy right
The B2B environment is a strategy on the rise since according to the study carried out by Demandbase: “around 70% of the world’s B2B companies had partial or complete ABM programs in place” which shows us the potential and importance of implementing it.
The ABM strategy for B2B companies has a high success rate, but a correct implementation is necessary for this to happen. Therefore, we are going to look at the reasons why you may be implementing it incorrectly and how to solve them:
B2B ABM strategy requires marketing and sales alignment
For the implementation of the ABM strategy in the B2B sector , proper alignment between the marketing and sales departments is essential . These must complement each other in customer acquisition and the achievement of a final objective.
When the actions of both departments are not unified, the process loses effectiveness due to not having a defined focus and sales opportunities can be lost during the course of the Buyer Journey .
If you want to know more about how to align your sales and marketing teams, we’ll tell you about it in the following article:
Tools to improve collaboration between Marketing and Sales.
Results are not measured or are measured incorrectly
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Some of the metrics that cannot be missing in a B2B company are:
Increase in traffic received on the website.
Quality of the leads obtained.
SEO positioning of relevant keywords in the sector.
Channels with the most traffic and conversion .
Bounce rates on different pages of the website.
Content opening and subscription rates .
One of the most widely used tools to measure these key performance indicators ( KPIs ) that determine the impact of the strategy is Hubspot . This tool has a specific screen for target accounts.
Do you want to know how to create a good SEO and SEM strategy?
1.3. Misdefining the target audience that the B2B strategy will focus on
In an ABM strategy that focuses on a specific segment for which personalized content and communication are created , it is essential to be clear about what type of customer you are trying to attract.
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You need to pay attention to the factors that can affect the cycle and the purchase decision to avoid investing time and effort in campaigns that will not bring you the expected return.
B2B ABM strategy execution does not follow a clear structure
For any B2B ABM strategy to be successful, it must have a good action plan drawn up in advance. This plan must be based on a market study and not on assumptions. This action plan must be carefully analyzed since a failure in any of its points could mean an error in the entire strategy . At Connext we have an ABM work methodology tested in different sectors.
If you want to know more, contact us or request more information through our website about ABM .
1.5. Searching for results too fast
B2B companies spend a large part of the purchasing process at the top of the sales funnel. This is because decisions are of great importance and they carry out an exhaustive research and evaluation process to make them.
According to a study by Clutch, “ More than 50% spend at least a month researching and evaluating their options .” It is possible that, even if your content is relevant, they are not ready to make the purchase. Before making the sale, you must listen and understand their pain points in order to offer them the best solution.
1.6. The content you offer is not relevant or does not provide enough value
Once you have managed to attract traffic to your website, it is necessary that the content you provide generates interest in the consumer so that they want to move forward with a future interaction with you.
One of the best ways to create relevant content is to combine your B2B ABM strategy with an Inbound Marketing strategy. The latter consists of generating content to attract your target audience. The combination of both will allow you to create a differentiated experience for your potential customers.
If you want to know a little more about Inbound Marketing , you can’t miss our guide:
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2. Keys to establishing a good ABM strategy in b2b markets
As we have previously mentioned, in order to implement an ABM strategy it is essential to know what steps to follow and to analyse each of them in depth.
2.1. Identify the target audience
Correct alignment of the sales and marketing teams is necessary to obtain quality leads in which we must prioritize the strategy.
Having a technological tool can help you correctly segment your target audience. One of the most used is LinkedIn’s Sales Navigator, for which if you are interested in learning more you can find information in the: Sales Navigator Guide
2.2 Study the concerns of your target audience and the decision-making profiles in the company
Find out who the decision makers are in the company and what they care about. With this, we can create a message to attract their attention and start interacting with the company.
2.3 Create personalized and valuable content
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In this phase we combine our ABM strategy with an Inbound or content creation strategy, emphasizing the high degree of personalization that is necessary to correctly develop the B2B ABM strategy.
2.4 Define the best channels of these beautiful web animations strengthen your brand action and launch the ABM campaign
At this point, we need to analyse which channels our target audience is moving through and converting the most . Once this information is alb directory obtained, the campaign is launched. The objective is to create personalised, high-value content so that, through the lead nurturing technique , we can mature new leads and retain current customers.
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2.5 Analyze the results
Once the strategy is complete, we must measure the results we have obtained to see what our return on investment (ROI) has been , in order to adapt to them and continue implementing improvements to the strategy.
How to use ABM to boost your B2B business success.
At Connext , we are professionals in the B2B sector and we would like to help you achieve the results you want. Let’s talk.
