I’ve got my customers in my back pocket. I know ’em all inside out!
So, picture this:
I’m knee-deep in the fascinating world of consulting, dabbling with various clients, and having a jolly good time doing it! I’m all about helping these fine folks figure out how to peddle more of their goods to the masses, whether they’re loyal customers or fresh faces.
But here’s where it gets interesting.
I decided to throw a curveball into the conversation by introducing Account-Based Marketing (ABM) to a few of my clients.
And boy, was I in for a shock!
It turns out, some folks are still clinging to old-school notions about marketing and sales, like the notion that traditional methods will keep churning out results.
I’ve had meetings where sales and product marketing wizards confidently claim they’ve got their customers all figured out. They believe marketing is a lost cause when it comes to expanding their customer base.
I’m here to tell you I wholeheartedly disagree. There’s a treasure trove of new tactics that can nurture existing relationships, forge new ones, and supercharge your sales pipeline. ABM is one such treasure, and I’m here to lay down the case for why you should give it a whirl.
Let’s start with the basics.
ABM stands for Account-Based Marketing, and according to our dear friend Wikipedia, it’s a strategic approach where you treat each prospect or customer account as a market of its own.
It’s like personalised marketing on steroids, but for the business world. This approach helps you tailor your marketing to specific accounts, engage with them earlier in their buying journey, and maximize your marketing efforts.
In a world where everyone’s selling similar stuff, it’s your secret weapon to stand out.
Now, let’s venture into the digital landscape. Remember the good ol’ days when sales happened over a coffee table and a hearty handshake?
Well, those days are as ancient as the Walkman.
Today, sales are all about cyberspace, baby!
Studies have proven that online is where the action is. Here are some cold, hard facts for you:
– 93% of B2B purchases start with an internet search.
– A whopping 75% of the buying process is shrouded in anonymity.
– Decision-making has become a group project with 40% more stakeholders than a mere five years ago.
– A staggering 70% of the buying process is complete before a live sales rep even enters the scene.
– And here’s the kicker: 59% of buyers would rather browse online than chit-chat with a sales rep.
In today’s digital jungle, your customers are wandering the vast online landscape, making decisions and doing their own thing. They don’t want to be pestered, and they certainly don’t want generic content.
What they crave is a personalised, meaningful online journey that caters to their unique needs.
In my previous gig, we had a smashing ABM program using DemandBase. It was such a hit that we did an award-winning case study about it, which you can dive into for the juicy details. The short version is this: sales opportunities shot up by 156%, all thanks to web personalization for key verticals and some expert re-targeting.
But why do some companies still hesitate to dive into this pool of possibilities? Buying the tech and services from pros like DemandBase is one thing — relatively easy, too. They’re fantastic partners, with the brains and tools to back them up. But that’s not all there is to it. There’s the little matter of ‘change management’ — convincing the rest of the company to jump on board. Then comes the tech stack setup (the ‘plumbing’), lead gen/demand gen maturity, global marketing campaigns, personalised tracks for various markets, verticals, and the ability to handle multiple campaigns at once.
So, if you’re looking for a guide to navigate this maze,
I’m your guy.
I’ve reported to the big shots in boardrooms more times than I can count. I can help you become the rock star with ROI and revenue/sales potential figures that will make everyone cheer.
After all, it’s about showing them the money, and that’s what we all really want.
BrandPublic is here to make sure you get a taste of success.
Thanks for joining me on this journey. Let’s make a fantastic one!
Good Vibes, stay inspired…and remember, you are awesome!
Radu Florin 🚀📈📝