B2B companies need a blended model. Here is how to build one.
The rigid demarcation between B2B demand generation and account-based marketing (ABM) often leads to missed opportunities and a disconnect between marketing and sales efforts. A blended approach that considers the nuances of each account and its engagement level can yield the best results. It’s about understanding that not every account fits the same mold and tailoring strategies accordingly. This way, we can effectively influence the buyer journey and drive revenue across the spectrum.
Ditching the Silos, Embracing a Unified Approach
The debate surrounding B2B demand generation versus ABM often misses the point. These strategies aren’t mutually exclusive; they’re complementary. Demand generation casts a wide net, attracting potential customers and generating interest in your offerings. ABM, on the other hand, focuses on specific high-value accounts, building personalized relationships and nurturing them toward conversion.
A blended approach leverages the strengths of both strategies, tailoring interactions based on account engagement and potential. It’s about recognizing that not every account requires the same level of attention and customizing engagement accordingly.
Crafting a Blended Model: A Step-by-Step Guide
1. Account List Building
Analyze your existing demand generation programs and identify data points that indicate account engagement. Look for metrics like social media interactions, newsletter engagement, webinar attendance, and content consumption patterns.
2. Engagement Threshold
Define engagement thresholds that signal an account’s readiness for ABM tactics. For instance, consider factors like time spent on product pages, newsletter open rates, and webinar attendance frequency.
3. Account Qualification
Even if an account fits your ideal customer profile (ICP), consider additional factors that might disqualify it. For example, a SaaS company with pricing below a certain threshold or a decision-maker with a sales background might not be a good fit.
4. Tier Segmentation
Segment accounts into tiers based on their revenue potential. Tier 1 accounts, with the highest potential, warrant highly personalized 1-on-1 campaigns. Tier 2 accounts can be targeted with vertical- and job-role-based personalization, while Tier 3 accounts may benefit from vertical-based personalization and automated activation.
5. Account Research
Gather publicly available insights into the strategic initiatives of qualified accounts and map out their buying committees. This information is crucial for tailoring marketing approaches and selecting appropriate warm-up tactics.
6. Warm-Up & Activation
Match the insights gathered during account research with warm-up programs and create personalized proposals for each buying committee member. Leverage creative outreach methods, such as direct mail, to make a lasting impression.
7. Continuous Lead Nurturing
If a deal is won, move the account to client success and initiate expansion campaigns when appropriate. For lost or stalled deals, continue nurturing the account through demand generation programs and non-sales touches.
Breaking Down Silos, Building Revenue
The notion of pitting B2B demand generation against other marketing motions contributes to the siloed nature of marketing and sales. Different approaches impact different stages of the buyer journey. It’s time to move away from absolutes and develop marketing operations that seamlessly influence the buyer journey and drive revenue.
A blended model that combines demand generation and ABM, tailored to account engagement and potential, is the key to unlocking a more cohesive and effective marketing strategy. By understanding the nuances of each account and tailoring interactions accordingly, we can maximize our impact across the entire buyer journey.
Nurturing Potential Customers: A Proactive Approach
While B2B demand generation undoubtedly creates a pool of engaged accounts, it’s crucial to remember that not all potential customers are ready to make a purchase decision immediately. Some may still be in the research phase, gathering information and evaluating their options. Others may have internal discussions or budgetary considerations to address before reaching out to vendors.
This is where proactive engagement comes into play. Every day, ICP (Ideal Customer Profile) accounts spend significant time consuming our content and visiting high-intent pages on our website. These actions indicate a strong interest in our offerings, even if they haven’t directly contacted us.
There could be various reasons for their hesitation:
1. Uncertainty about their needs
They may not be entirely clear about their specific requirements or how our solutions can address them.
2. Unanswered questions
They may have lingering questions about our products, services, or pricing that haven’t been addressed through our existing content.
3. Internal discussions
They may need to consult with colleagues or decision-makers before initiating contact with a vendor.
Also Read: 8 Effective Steps to B2B Appointment Setting
4. Budgetary considerations
They may be evaluating their budget allocation and need time to determine if our solutions fit within their financial framework.
Regardless of the reason, ignoring these engaged accounts means missing out on valuable opportunities. By proactively reaching out and addressing their concerns, we can guide prospects through the decision-making process and nurture your target accounts toward becoming customers.
A proactive approach involves identifying these engaged accounts and initiating a conversation. This could involve personalized emails, targeted content recommendations, or even direct outreach through phone calls or video conferences.
By taking the initiative, Beyond Codes Inc. demonstrates a commitment to understanding needs and providing support. This proactive engagement can make a significant difference in converting interested prospects into loyal customers.
The perception of B2B demand generation as an isolated marketing strategy is a major contributor to the siloed operations of marketing and sales teams. This compartmentalized approach fails to recognize that different marketing motions influence distinct stages of the buyer’s journey, each playing a crucial role in driving revenue. Instead of adhering to rigid absolutes, we must embrace a holistic approach that seamlessly integrates marketing and sales efforts to effectively guide prospects through the entire buyer’s journey.
By aligning marketing strategies with sales objectives, we can create a cohesive customer experience that nurtures leads, fosters meaningful relationships, and ultimately converts prospects into loyal customers.
The Hindsight Conundrum
B2B Demand generation creates a pool of engaged accounts. Those ready to buy will reach out to you. So, should you just wait or adopt B2B Appointment Setting Services for expedited approach?
Every day, ICP accounts spend 1h+ consuming our content and visiting high-intent pages on our website… without reaching out to us.
They may not be ready to speak to vendors just yet.
Or they may have misunderstood something.
They might have unanswered questions.
Or got a critical remark from a colleague they didn’t know how to address.
Whatever the reason is, by ignoring these accounts, you’re leaving lots of money on the table.
Beyond Codes Inc. is at your disposal for B2B demand generation to thwart the hindsight conundrums and power your sales pipeline with potential customers.
Contact us to know more.
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