Despite the fact that most B2B companies realize that their buyers work in groups, marketing measurement has traditionally focused on individual leads. This lead-centric approach makes it difficult to plan for success, generate predictable conversion rates, and quantify marketing performance, as well as prevent robust sales and marketing alignment.
In a post-pandemic world where B2B buyers’ expectations of being heard, known, and understood are stronger than ever before, demand and account-based marketing (ABM) leaders will focus on creating and maintaining pipeline momentum in 2022. And, because the vast majority of B2B purchasing decisions are made by groups, establishing a buying group emphasis is the first step toward meeting and exceeding buyers’ expectations.
Here are a few opportunities that every leader should consider.
In scoring models and Service-Level Agreements (SLAs), pay special attention to buying groups
B2B marketers now have more access than ever to interest and intent signals. These signals are being incorporated into scoring models to better prioritize active buying groups and determine true propensity to buy. To move opportunities with buying groups, account scores, buying groups, individual scores, and opportunity scores should all be considered. Individuals will continue to be prioritized by scoring algorithms that do not integrate these extra signals, thus missing out on the true opportunity.
SLAs should control the handoff of scored opportunities between teams, laying out the next steps and activation deadlines. These SLAs are crucial for recognizing productivity trends, process failures, and efficiency opportunities.
Shift away from click-based engagement and towards real-time buyer enablement
Real-time buyer enablement refers to the move from selling “at” buyers to assisting them in obtaining the knowledge they require in order to support their decision-making in the present. To establish an enhanced and actionable awareness of the buyer, a shift in attitude from data gathering to signal detection and contextual response is required. Rather than being used to generate clicks, techniques are designed to act as sensors, capturing and connecting the most relevant signals from customer behavior and activity.
To get and move members of the buying group, use demand program plays
Demand programs are used by B2B companies to persuade buying group members, introduce new prospects into the funnel, and move existing chances through it. Demand marketers now have unprecedented access to data, processes, and technology to meet the needs of buying groups and complex B2B purchase dynamics. Demand program plays are a variety of programs that support demand objectives and target specific members of the buying group, but they all follow a scalable, repeatable process that allows marketers to fine-tune how they engage and assist all members of the buying group.
Gain a better understanding of the revenue-generating opportunities
The majority of B2B companies’ overall revenue comes from a mix of new and existing customers, with opportunities for cross-selling, upsell, acquisition, and retention. Each of these types of opportunities converts in a unique way, necessitating well-defined processes, integrated campaigns, and programs. To meet revenue goals, campaigns should combine demand programs with reputation and customer engagement activities.
Determine the best marketing strategy combination
Marketers are becoming more sophisticated in their interactions with sales, frequently establishing parallel coverage against target groups of named accounts or segments, each with its own opportunity type and anticipated value. Each segment of accounts requires a unique marketing strategy, ranging from high-touch account-based marketing to broad-based demand. Since marketing strategies vary widely in terms of scalability, requirements, and investment levels, leaders should make informed judgments based on data. As a result of this, they will be able to capture the full value of existing or expected possibilities and allocate resources wisely.
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