The events of 2020 resulted in a significant increase in digital consumption. B2B marketing directors have a unique opportunity to use this to fuel their demand and ABM agendas. To grab the moment, here are six recommendations that marketing leaders can focus on and include in their planning for 2021:
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The following are the key findings from the whitepaper:
Adopt purchasing group metrics for maximum impact
Moving from an individual lead-centric view to a purchasing group-centric view of demand is the most effective way B2B companies can achieve a higher conversion of market potential into revenue. For this purpose, marketing and sales organizations need to organize their metrics for sales drivers according to the identification, engagement, qualification and successful acquisition of opportunities that are represented by purchasing groups. The volume of interactions and how they affect and accelerate the buying process between different members of the buying group are becoming new metrics that marketing and sales need to track in order to gain insight into buying group coverage and the health of the opportunity.
Buy signals are everywhere – start responding to them
B2B marketing has always been based on the simple concept of the signal response – salespeople receive signals from potential customers and deliver the best possible response. Marketers can now dramatically improve the value of signal-response interaction. The scope of the signals that can be recorded has expanded considerably and extends beyond clicking or filling out forms to the recording and alignment of named and anonymous signals at the individual, purchasing group and account level. The sophistication and precision of the response has also been enhanced through the application of AI-based signal interpretation techniques that enable marketers to guide buyers to the next best action.
Expect a convergence of ABM and demand infrastructure
ABM and demand marketing technologies and the associated infrastructure are clearly moving in the direction of convergence. Convergence promises to make data collection and access easier than ever. However, access to the data is only the first step. Convergence will also make it easier to interpret data within and between systems – a requirement before insights can be applied to accounts, opportunities, buying groups, and individuals, while ensuring safeguards are in place to protect against misuse of personal data.
Atomize content to activate advanced activation
Content atomization is the transformation of content elements such as titles, paragraphs, images and slides into discrete, tagged components that can then be managed, activated and measured at the level of the completed assets and the individual components. Advanced hyper-personalization features and optimizing the response to large-scale signal purchases may not be possible without developing these content features. Companies that use the methods of atomizing content and managing metadata can create customization functions with scalability and flexibility and support AI-controlled activation scenarios in which machines adapt content autonomously.
Enter the era of buyer activation
B2B buyers are now clearly communicating that they want more than just click-based interactions. They expect the providers to support an open, networked, intuitive and immediate exchange that should support and enable the purchasing group in their purchase decision-making process. ABM and demand marketers need to think outside the box to find compelling ways to drive buyer activation. It must be based on three basic principles: treat buyers with respect, make each experience contextual, and connect buyer insights.
No fear of disturbances, no adaptability
In 2020, marketing teams had to rethink and even reinvent their operating models. ABM and Demand Marketing teams that have been able to adapt to changing needs of buyers have a unique advantage going forward. Freed from the shackles of historical processes or expectations, these teams have experimented with new peer-to-peer collaboration methods, innovated with scarce resources, and acquired new skills wherever they could. Now is the time for marketing directors to take stock of the results and turn them into lasting competitive advantage by embedding them in marketing processes and investing in systems that support them.
The unexpected and chaotic changes were difficult, but they also opened up new opportunities for the marketing teams. B2B marketing directors who are able to leverage the six ways above have a clear path ahead of them to build a resilient demand generation engine, steadfast focus on meeting buyer expectations, and their teams too enable them to meet these expectations.
The whitepaper offers more valuable insights into the principles of personalization so that brands can get to the “new normal” from now on. Fill out the form to download the whitepaper for free.