In the dynamic realm of B2B buying, RollWorks recognizes the ever-evolving challenges and opportunities. As we pivot through these transformative times, it's imperative to recalibrate our ABM strategies to stay ahead of the curve.
With decision-makers leaving a more pronounced digital footprint, the digital realm is undeniably the battleground for influencing B2B decisions. Here's how you can redefine your account-based strategy with RollWorks' insights!
1. Intent Data: Beyond the Hype
-
Reconsider: Broadly chasing every topic or limiting yourself to a few won't yield results. It's essential to discern genuine interest patterns.
-
Refine: Not all intent data is created equal. Distinguish between general interest and purchase intent to avoid misdirected efforts.
-
Realign: Use intent data in conjunction with other signals like engagement and fit. This holistic approach ensures you're targeting the right accounts with the right message.
2. Personalization: Tailored Experiences Over Generic Messages
-
Reevaluate: Simple tokens like names on emails or landing pages are no longer the pinnacle of personalization.
-
Reinvent: Embrace persona-based personalization. Craft messages that resonate with each member of the buying committee, addressing their unique needs and challenges.
-
Reapply: Use a combination of firmographic, technographic, and intent data to create truly personalized experiences, showing you understand and value your prospects.
3. Scalability: Smart Investments Over Sprawling Efforts
-
Rethink: Bigger budgets and teams aren't the only solutions. It's about smart allocations and knowing where to invest.
-
Refocus: Not every account requires a grand gesture. Recognize which accounts warrant extra effort and which can be nurtured with more scalable, automated campaigns.
-
Reorganize: Use account scoring to prioritize your outreach efforts. This ensures you're dedicating resources where they're most likely to yield returns.
4. KPI Trends: Navigating the Ad Spend Paradox
-
Recognize: The current market showcases an industry-wide trend of low click-through rates. This might seem discouraging, but it's essential to understand the broader context.
-
Reinterpret: Despite the lower engagement metrics, there's a noticeable increase in ad spend. Brands are investing more in their digital advertising efforts, aiming for quality over quantity.
-
Reposition: Instead of solely focusing on click-through rates, consider the overall engagement and conversion metrics. A higher ad spend might lead to more qualified leads, even if the initial engagement seems low.
5. Content Offers: Relevant Engagements Over Mass Outreach
-
Reassess: Avoid the "one size fits all" approach. Not every piece of content will resonate with every segment of your audience.
-
Redesign: Segment your offers based on the sales stage, intent, and engagement. This ensures you're providing value at every step of the buyer's journey.
-
Reconnect: Stay attuned to market trends and challenges. By addressing the current pain points of your prospects with timely content, you position yourself as a thought leader and trusted partner.
About the Author
Follow on Linkedin More Content by Alysha Parker, Content Marketing Manager
