It doesn't matter which methodology or program you look at these days. The cornerstone of every Account Based Marketing (ABM) program always starts with the Ideal Customer Profile (ICP). A tremendous amount of time and resources are spent on:
- Analyzing past purchase history
- Customer look-a-likes
- Firmographics: company size, industry, stage in the sale cycle and so on
And ICPs can give you a data-driven perspective of potential buyers. But the fundamental questions still lie unanswered, such as:
- Who does sales call?
- Who is looking for your product or solution categories that you don't know about?
- And if the prospect doesn't fit your ICP, do you not call on them?
However, what's not talked about is what an ICP doesn't capture. In fact, you put yourself at the risk of missing out on opportunities because a true buyer may not fit your ICP. Here's an example: If your ICP focuses on employee size of 5,000-plus, you've just ignored all the customers that have 4,999, 4,998, 4,997 and so on. You get the idea.
This is the foundation of Prophyts Pick, Predict and Deliver (PPD) program.
Pick: You pick the categories for the business or product line you want to drive revenue.
Predict: Our patented algorithm does the heavy lifting of processing 70GB of data a week representing 30B monthly pages by processing "intent" behavior into a predictive buying signal. It addresses the challenges of ICP, taking the surge signal and turning it into an actionable prediction. And then we take it a step further.
Deliver: We take the accounts that are predicting for your category, sometimes referred to as the ICP, and conduct a campaign with a relevant asset. Those engaged leads from the predicted accounts are then delivered to you, for sales to engage.
With Prophyts Pick, Predict and Deliver, you will accelerate your sales cycle by addressing the ICP gap and answering who you should call first.
Posted by Eric Choi on 04/01/2019 at 9:41 AM0 comments
Unless you're a marketer that's been living under a rock, you probably have seen/read the stats in the "2017 State of ABM Study Findings" published by Sirius Decisions and/or heard that Account Based Marketing (ABM) is the answer to all your revenue problems.
- 60 percent of survey respondents report that influence revenue is great or significantly greater than last year as a result of ABM …
- 35 percent of survey respondents said that overall engagement in ABM accounts is up …
- And so on...
So, it must be true: ABM is the panacea. If you believe that then I can show you a unicorn. Don't get me wrong, I'm not saying that ABM is a myth or that it doesn't work -- what I am saying is that there's a disconnect in what's promised by ABM and what actually gets delivered.
Let's take a step back for a second: Sales has been doing Account Based Selling since the dawn of time. While ABM aligns marketing strategy with sales, the connective link at the end of the day is leads. It's about knowing who to call, when to call, and what to talk about. It's great that there are tons of tools out there capturing signals and providing insight, but at the end of the day, who is Sales going to call?
Imagine the following sales and marketing conversation:
Marketing: Our ABM program will provide great insight and tell you what accounts are hot.
Sales: Thanks, who do I call?
Marketing: Our intelligence solution will tell you what buying signals are coming from the accounts and tell you which accounts you should focus on.
Sales: Thanks, who do I call?
Marketing: … crickets …
The point is that ABM itself doesn't solve the revenue problem. Too often, organizations are lost in the sea of marketing data and lose perspective of high-quality leads that should be the essence of an ABM program.
Every myth is based on the kernel of truth. This where Prophyts comes in. Make no mistake about it. Prophyts is a sales-ready lead-generation program. What makes it unique is the automation behind the scenes that removes the complexity and maps it back to an ABM strategy.
Here's how it works: Prophyts predicts the accounts that are looking to buy based on a product category and combines a campaign execution program against the predicted account, resulting in a lead that has engaged on specific assets from the prediction. In other words, marketing now has a lead from an account that is looking to buy and has engaged on a specific asset, answering the question … this is who you need to call. So if you're looking to be a hero and solve your company's revenue problem, look no further than the Prophyts Sales Ready Leads program. And unicorns might be real.
Posted by Eric Choi on 03/12/2019 at 2:55 PM0 comments
As a marketer, the struggle to drive better-quality leads for the sales team and showing marketing ROI KPIs hasn't changed. What has changed is that our audience is inundated with endless marketing messages, emails, tweets and posts and we don't know when the right time is to engage and/or nurture that relationship.
So for the sake of marketing, we blast our audience, we promote our content not knowing if it's the right time and hope fishing with a net will help. Yes, technology is out there, the challenge is that there's technology out there. There's so much data being generated through endless systems, and digital interaction marketers are lost in a sea of data among Web sites, email, search, third-party data and so on, which creates a challenge and takes time away from marketing activities.
What marketers need is a turnkey solution, an engine that provides the answers they need so that they can focus on the marketing activity. This is where the Prophyts AI Engine meets that need. By leveraging an AI solution like Prophyts, marketers can outsource the data crunching to the analysts and instead focus on the who, what and when.
For example, by simply picking your product solution category, the Prophyts AI Engine will cut through all the content noise and deliver who's looking for your product and identify the contacts that you should be targeting so that your solution will always make the short list. No longer will the marketer be shackled with data-quality problems or complex spreadsheets for analysis.
By using the Prophyts AI Engine, the marketer can leverage the best prediction that's delivering an outcome versus increasing reading volume. And if that's not enough, Prophyts can take things a step further by providing predictive leads. In other words, marketers can take advantage of additional services offered by Prophyts that deliver leads from predicted accounts that have engaged with your specific assets. You not only receive the predicted accounts and contacts, but actual individuals from the predicted accounts that should be engaged with right away.
This is what Prophyts is all about. In a metric-driven marketing world, the effectiveness of the marketer is determined based on the outcome of the leads. So with the Prophyts AI Engine on the marketer's side, every campaign will be supercharged and deliver results that matter.
Posted by Eric Choi on 02/21/2019 at 9:31 AM0 comments
In the most recent survey from Marketing Charts, "Top B2B Demand Generation Priorities in 2019," 68% of the respondents identified "Improving conversion rates/campaign results" as the top of their priorities. In looking deeper into the results, two other stats from this list stand out. Coming in at No. 6 on the list with 58% respondents is "Focusing on lead quality over quantity" and No. 8 on the list, "Leveraging intent/signal to identify new opportunities" with 42%.
Another way to look at this is B2B signals, such "intent", are becoming more and more relevant in driving quality leads that matter resulting in improved conversion rates/campaign results. So what's a marketer to do? How do you take advantage of technology to meet these priorities and deliver leads that matter? Enterprise organizations deploy an array of tools, data scientists and analysts to determine this kind of insight.
However, not everyone has the time, money and resources to take advantage of such solutions. What's needed is a turnkey solution that can deliver all of the above. This is what Prophyts Prediction Engine is all about. We take Intent from Bombora and multiple other data sources to deliver a prediction of in-market accounts defined as companies looking to buy. Using past purchase history and an array of data points such as frequency, time and intensity about content consumption patterns, Prophyts AI, powered by machine learning, can predict early-stage buyers and deliver contacts, giving you the greatest advantage to influence your prospects. But who do you start with? This is where Prophyts takes it to the next level. As part of the overall offering, Prophyts will execute a lead-generation campaign against the predicted accounts and provide the actual contacts that engaged on the relevant asset. Meaning, Prophyts Prediction Engine delivers who's looking for you, the people that you should be influencing and the individual contacts that have engaged on your asset and who are ready for Sales qualification.
So with Prophyts you get:
- Predicted In-Market Accounts
- Contacts from the Predicted Accounts
- Predicted Leads from Accounts for Sales to Qualify
In essence, with Prophyts you've checked the needs for demand generation and ABM that take intent into the B2B buyer's journey while delivering the highest-quality leads that convert.
Click here to learn more about Prophyts.
Posted by David Seymour on 02/04/2019 at 3:22 PM0 comments
In my previous post, I discussed how a successful ABM strategy is like the major theme of the movie 'Inception,' assembling a team to plant the 'seed' of an idea, or influencing your potential buyers toward your solution that can solve their need.
Next, you need specific tools to start influencing and planting the seeds:
- A predictive ABM engine like Prophyts to provide direction and insights on when, where and who to target. Receive companies predicted to be in-market to buy based on the Prophyts algorithm, along with contacts of key decision makers/influencers.
- A marketing automation (MA) platform like Marketo, Eloqua, Hubspot or Pardot, for example. Export all the contacts provided for predicting companies from the Prophyts Portal and import it into your MA platform and execute multiple drip/nurturing campaigns based on different segments or product lines with value-added content about your products/solutions such as overview videos, case studies and testimonials.
- A CRM system like Salesforce, Elan or Hubspot with notifications to sales reps for call-to-actions based on the highest intensity accounts.
- Display advertising: Target your accounts wherever they go on the Web.
Just like 'Inception,' by defining a specific strategy with the right team and tools, you have the ability to highly influence a potential customer to work with you and only you, all before the competition/market is even aware. Imagine how that can impact your sales cycle over time.
So if you want to understand ABM and how to execute a successful ABM campaign, watch 'Inception' and apply the same theories to ABM. What do you think? Am I too far off with my analogy?
Learn more about Prophyts or take the Prediction Engine for a Test Drive.
Posted by Sahil Jain on 01/31/2019 at 8:51 AM0 comments
If marketing and sales teams had all the resources, time and money in the world there would be no limit to what could be achieved. If you believe that, then I have a bridge to sell you.
The reality is that your customers are inundated with sales and marketing material and have become desensitized to promos, trials, special offers and services. Tactics like content syndication, search engine marketing, display advertising and so on all have their place in the marketing mix, but they all share the same limitation: They require the prospect to raise their hand and say that they’re interested in a solution before they can be engaged and, often times, this is too late. So how do you get the timing right? How do you know when your customers are most influenceable?
Enter Bombora's Intent data (Prophyts is a Bombora Certified Data Partner). This data is collected from Web user content consumption behavior, which is then categorized into topics to determine the potential to take an action. In other words, if you’re reading about it, then you must have an "intent" to do something about it. Subscribers to Bombora are then able to track and monitor topics associated with accounts to determine what collection of topics are "surging" for their particular account. This powerful tool allows the subscribers to analyze, drill, track and monitor an array of Intent signals. And many organizations have the time and resources to incorporate this powerful solution into the marketing and sales revenue teams.
But for those who don't have the time and resources, that’s where Prophyts comes in. Using a patent-pending Artificial Intelligence-powered machine learning algorithm developed at Prophtys, we look at the intensity, frequency and time interval of audience behavior week over week to deliver a prediction of who’s actually looking to buy. We do this by combining Bombora Intent data and other data sources, including install base and firmographics data, for product categories curated by our industry experts around an array of functional areas including IT infrastructure, Data and Analytics, Development, and Marketing Technologies.
"By combining a powerful prediction engine with intent-fueled contact append and ad targeting capabilities, Prophyts brings B2B marketers a more complete and powerful solution for Account Based Sales & Marketing. We are thrilled to support this innovation."
—Erik Matlick, Bombora CEO
So what it comes back to is that when your marketing and sales teams are constantly under the gun to produce results, you need a solution that can give you an answer. You need a platform that tells you which account you should be nurturing or which account you should be prioritizing. That's what Prophyts is all about. It empowers the marketing and sales teams to leverage the best Intent data and the most powerful Prediction Engine to identify and monitor which account you should be focusing on to reduce your sales cycle time. There’s no need to develop a complex model or integrated priority system. Prophyts is a turnkey solution for what you need today.
You pick your company product or solution categories and decide how you want to receive the data. The Prophyts Prediction Engine will start to fill your pipeline with accounts to nurture or let you know which one of your named prospects are looking to buy across an array of categories, giving you the ability to triangulate.
So with the Prophyts Prediction Engine that’s fueled by Bombora's industry standard Intent data, you have a turnkey solution that tells you who, when and what product or solutions your buyers are in-market for today.
Click here to learn more about how Prophyts works or click here for a test drive.
Posted by Eric Choi on 01/30/2019 at 11:15 AM0 comments
In my previous post, I discussed why account based marketing (ABM) should be treated like the major theme of the movie 'Inception,' that 'ABM is not solely lead generation, an outbound marketing campaign, a sales call or display advertising. No, an effective ABM strategy encompasses all of these attributes.'
Think about it, you want to essentially influence your potential buyer to purchase your products/solutions. In order to do that, you have to create awareness and be surgical in your marketing execution. In 'Inception,' in order for the inception to be successful, Cobb has to put together a team where each member has a specific set of skills, tools and responsibilities.
Manages and researches the missions
The Employer for the job
Now take that same approach and apply it to ABM. In order to plant the idea that your product is going to solve a prospect's challenges and problems, the first thing you need is a team of individuals who have different roles and responsibilities. For example, Director of Marketing/DG, ABM/DG Manager, Digital Marketer and Sales Rep. All of these roles need to be aligned with the same goal in mind. Every person on the team should know the priority accounts to target, the distinct message being conveyed and the desired outcome.
In my next post we'll discuss the tools needed to get the job done. There has never been a time when Sales and Marketing have had more resources.
Learn more about Prophyts or take the Prediction Engine for a Test Drive.
Posted by Sahil Jain on 01/30/2019 at 8:50 AM0 comments
I'm a movie guy. What can I say, I enjoy them, and the movie 'Inception' is one of my favorites. The film stars Leonardo DiCaprio as a professional thief who steals information by infiltrating the subconscious. He's offered a chance to have his criminal history erased as payment for the implantation (or Inception) of another person's idea into a target's subconscious. One line that really stuck with me was from DiCaprio's character, Cobb, where he describes the concept of inception, saying: 'An idea is like a virus. Resilient. Highly contagious. And even the smallest seed of an idea can grow. It can grow to define or destroy you.'
I think that the ideas in that line should be the main goal of a successful account based marketing (ABM) strategy. According to Wikipedia, ABM is defined as a 'strategic approach to business marketing based on account awareness in which an organization considers and communicates with individual prospect or customer accounts as markets of one.' ABM isn't solely lead generation, an outbound marketing campaign, a sales call or display advertising. No, an effective ABM strategy encompasses all of these elements.
In my next post I'll discuss how, like the characters in "Inception," ABM requires the different roles and responsibilities within an organization to be aligned for the common goal.
Learn more about Prophyts or take the Prediction Engine for a Test Drive.
Posted by Sahil Jain on 01/28/2019 at 8:46 AM0 comments
Aligning Sales and Marketing around Key Accounts
Although Sales and Marketing have different roles, the relationship can be a perfect pairing if aligned around a common goal. As Marketing focuses on generating leads, and Sales focuses on converting leads to sales, zeroing in on key accounts with targeted messaging should be the central driver to achieving alignment, and more importantly an accelerated sales cycle.
Identifying Key Accounts
Reaching Account Based Marketing nirvana requires a "quality over quantity" approach. Selecting the key accounts that are most likely to purchase your product or service means shifting from a "spray and pray" approach to a Named Account approach. Sales will have a list of their priority or "named accounts" that they are most keen to win and an effective ABM strategy requires Marketing to focus their efforts on these accounts.
Getting marketing on board with targeted messaging relevant to accounts is essential to an accelerated sales cycle. Prospects will be more willing to respond to your message if it's relevant and specific to their need. Don't assume they know who you are. Offer industry relevant content and follow up touches that help them understand the problem they face. You'll establish yourself as a Thought Leader and work your brand into their memory as they develop their short list for consideration.
Prophyts Named Accounts Monitoring empowers Sales and Marketing to achieve better alignment, deeper engagement and increased ROI. Find our more at Prophyts.com.
Posted by David Seymour on 12/18/2018 at 10:03 AM0 comments
Acquiring a new customer is the most thrilling aspect to Sales and Marketing -- and vital to ongoing business success -- but it's no secret that retaining existing customers is equally important. Keeping your existing customers happy should be the first line of defense for revenue protection, but is there a second line of defense?
What if you could predict which of your customers are researching your competitors' products signaling a potential retention risk?
Prophyts Customer Retention Alerts makes it an easy three step process:
- Develop and prioritize your customer list and submit it to Prophyts
- Using the Prophyts prediction engine, Customer Retention Alerts will monitor your customer list for signals they are researching products in your product category
- Access the Prophyts portal on a weekly basis to see which companies Prophyts is predicting as a potential retention risk, and the intensity of the prediction
Prophyts prioritizes those companies predicted to be a retention risk and displays them by category and prediction strength, from Yellow as the lowest risk to Red as the highest risk.
Prophyts Customer Retention Alerts gives you an added line of defense so you can target those companies that may be researching your competitors, signaling a retention risk and potential for loss of revenue. You'll gain the insight you need to keep the customers you have.
Contact Prophyts to get started today, or sign up for a 30-day ABM Test-Drive.
Posted by David Seymour on 12/05/2018 at 2:00 PM0 comments
According to a recent study (PDF download) from the Content Marketing Institute, 47 percent of the content created by B2B marketers was created for the early stage in the buyer's journey. The study also indicated that generating leads or potential customers was the most common reason for the content creation.
What's ironic is that we're still taking a shotgun approach to content marketing in this modern age of data-driving marketing. We as marketers create content and blast the content across a tired list of names hoping for engagement.
It's time to work smarter versus harder. We need a way for our content to find the right audience at the right time. There are tons of signals out there. What we need to be able to do is translate these signals and give marketers an advantage of knowing who is in the buyer's journey and who is most receptive to the early-stage content.
This is what Prophyts Predictive Engine is all about. Based on pre-defined categories, the Prophyts Prediction Engine identifies the right audience at the right time for your content. Imagine driving an increase of 5.8x in engagement rate or a 1.6x increase in your display advertising click-through rate. By leveraging Artificial Intelligence powered by machine learning, Prophyts can supercharge your ABM Program.
Contact Prophyts to get started today, or sign up for a 30-day ABM Test-Drive.
Posted by David Seymour on 11/15/2018 at 8:51 AM0 comments
Whether you're an Account Based Marketing "pro" or just getting started with your ABM strategy, you know that identifying your high-value accounts is the first step in the process. You can probably name a few off the top of your head; your biggest customer, your greatest challenge, your dream account. But you need to take your list a step further and ask:
Which of the companies on my Named Accounts list is in-market for a solution in my product category?
Prophyts answers this question.
Prophyts Predictive Named Account Monitoring tracks the reading habits of your Named Accounts list and displays those predicted to be in-market to buy products or services in your category and the intensity of the prediction. View the sample report.
The Prophyts process is simple.
- Provide Prophyts with your named account list and product categories.
- We monitor your named accounts by tracking the reading habits of billions of monthly site visits to identify companies who are actively researching solutions in your product category.
- You receive a weekly Named Account report displaying those accounts predicted as in-market for a solution in your category and the intensity of the prediction.
With the insight Prophyts provides you can focus your marketing efforts on the accounts that are ready to be nurtured, saving you time and investment with better long term results.
Contact Prophyts to get started today, or sign up for a 30 day ABM Test Drive.
Posted by Eric Choi on 10/16/2018 at 11:11 AM0 comments
Great Content Makes for Greater ABM Engagement
Have you ever been given content (white paper, infographic, report) to work into your Account Based Marketing (ABM) plan and just stared in awe at its lackluster appeal? Or frozen in fear because you were tasked with creating compelling, relevant content for an upcoming campaign?
We've all been there.
Whether you're the sole member of the "marketing team" or part of a greater whole, creating great content isn't easy yet it's vital to engaging buyers early in the Buyers' Journey, answering their questions before they ask them, and establishing yourself as a thought leader on a given problem and its solution.
According to a 2018 Content Marketing Institute survey, 78% of B2B marketers report higher-quality content creation resulted in increased overall marketing success.
At Prophyts, we have the Predictive ABM platform and the Marketing Services team that can extend your marketing capabilities and deliver the compelling, relevant content needed to make an impact on your prospects.
There are three ways Prophyts Marketing Services can help:
- Research: Let us conduct a research survey for you. With your direction, we'll develop the survey, promote and compile the data, and write and design a report framed around your messaging.
- Thought Leadership: We leverage the expert writers and editors of 1105 Media and write about a topic of your choice. We'll write and design, all you have to do is review and approve.
- Infographics: Whether you have stats on a particular topic or need us to source them for you, our team of designers will pull together a compelling infographic that tells the story you want to be heard.
Make Prophyts Marketing Services your go-to for your marketing needs. If you have a content challenge, we have the solution.
Posted on 10/15/2018 at 10:07 AM0 comments
It's that time of year. You've got a marketing "to-do" list a mile long and only a few months to get it all done. Not to mention your budget is "use it or lose it"—and you don't want to lose it. Prophyts Marketing Services is here to help.
DON'T MISS! 20% Off Marketing Projects Signed in October!
Contact Kimberley Walden for details.
Prophyts Marketing Services is 1105 Media's full service marketing team that exists to EXTEND the capabilities of B2B marketers who just don't have the time or resources. Our team of experts can write, design and deliver the content you need. From the smallest project like flowing copy into a template, to custom research programs with fully designed and developed research reports—we have the team you need to get the job done.
Here's a list of some of our content development and design capabilities:
Contact Kimberley Walden to get a project started today!
Learn more about Prophyts Marketing Services. We'll extend your marketing capabilities and help you engage with your prospects and customers.
Posted by David Seymour on 10/09/2018 at 11:18 AM0 comments
Right now, companies are facing challenges that need solutions. As stakeholders and problem solvers within these organizations research products and services, they are compiling a short-list of solutions. A list you need to be on.
As a modern marketer, you should be asking these two questions:
- How do I identify who's looking for a solution in my category?
- How do they find out about my solution?
Prophyts Predictive Account Based Marketing answers both of these questions.
Who's looking to buy? We track the reading habits of millions of companies, apply our patent pending algorithm and predict who is in-market to purchase a solution in your product category. Each week you'll receive a net new list of companies to add to your prospect list.
How do they find out about my solution? Prophyts has a full service marketing services team that will help you develop marketing content, design sales collateral, or even manage nurture campaigns. Prophyts Marketing Services extends the capabilities of your marketing team, so you can make yourself known to the companies looking for you.
Contact Prophyts to get started today, or sign up for a 30 day ABM Test Drive.
Posted by Eric Choi on 10/02/2018 at 11:16 AM0 comments
Prophyts Increases Lead Efficiency with Named Accounts Monitoring
Here's a scenario we've all experienced: You're manning the booth, scanning every attendee that walks by. Your booth is HOT! By the end of the event you have hundreds or thousands of "new" leads. You get back to the office and blast your captured list with a hope and a prayer that the lead is more than tchotchke collector.
What if you could determine the companies on your Events lead list that are in-market to buy products or services in your category?
You can with Prophyts.
Prophyts Predictive Named Account Monitoring is a next generation ABM platform. We monitor the leads you capture at live events, trade shows, social media events, webinars, etc. and predict at the company account level that is actually looking to buy. You'll be able to focus your marketing efforts on those contacts whose companies are looking to buy, saving you time and budget.
The process is simple.
- You give us the companies on your lead list.
- We monitor your list by tracking the reading habits of billions of monthly site visits to identify the companies actively researching solutions in your product category.
- You receive a weekly Named Account report displaying the prospects predicted to be in-market for a solution in your category.
Want to try it out? Take Prophyts for a 30 day Test Drive to test the quality and accuracy of our prediction algorithm. Completely complimentary, no obligations. You'll get predictive intelligence.
Visit the Prophyts Test Drive site and get started today or contact Sahil Jain for more information.
Posted by David Seymour on 09/20/2018 at 11:15 AM0 comments
According to a recent survey, more than one-third of marketers report at least half of their marketing is account based (ABM), and 70 percent say they use ABM at least to some degree. ABM is on the rise, no doubt, but without a solid nurturing plan and appropriate expectations, nurturing efforts can fall short.
Try these three steps for a more effective nurturing plan:
- Take a long-view approach.
Set appropriate expectations for results and be flexible enough to experiment with different tactics along the way. A recent Demand Gen Report survey reported 57 percent of respondents running up to 10 nurture programs a year with up to 11 touches per campaign.
By segmenting your database by persona, title, and/or industry and leveraging intent data from a prediction platform such as Prophyts, you'll be able to more efficiently and effectively nurture your leads with messaging relevant to who they are and the job they're doing.
Segmentation and customization go hand in hand. Rather than developing multipurpose content, fuel your nurturing campaigns with custom content with messaging tailored to the segment and buyer's stage.
Bring all of this together with the Prophyts Predictive ABM platform and marketing services offerings.
- Prophyts ABM predicts buyers early in the buyer's journey and segments the predictions by industry and company size.
- Our team of marketing services pros can then create custom-tailored content -- from in-depth white papers and infographics to nurturing e-mail content specific to the industry or persona you want to target.
Contact Prophyts to get started today or sign up for an ABM Test Drive.
Posted by David Seymour on 09/17/2018 at 3:57 PM0 comments
Let's be honest. Everyone has an opinion about the products and services they use on a daily basis to get the job done. And, as a marketer, having that kind of validated data can be a goldmine. But for most, getting to that insight is often more difficult than making diamonds out of coal. Understanding the product perceptions of potential buyers, what they want, and how they make decisions can be the most profitable step to messaging and ultimately sales conversion. But..
Where do you start?
How will you reach potential buyers?
What will you do with the data once acquired?
Prophyts Marketing Services can help. In fact, we can do it all for you by conducting a research program on your behalf, from question development to data collection to asset creation. Here is an example of a research report we created from a survey we conducted.
Our research services include:
- Theme and direction development based on your subject matter expertise
- Develop, program, promote and tabulate the survey questions
- Create multiple marketing assets based on the results of the research (e.g. Graphic results paper, infographics, webcasts, white papers, blog posts)
You'll have total control over the process as you approve the questions, target audience and any asset we develop. And you get to keep the data for future use.
Contact Kimberley Walden today for more information about Prophyts Marketing Services and get started on a Research Program today.
Posted by Eric Choi on 08/21/2018 at 11:13 AM0 comments
Find them with Prophyts
Let's cut right to the chase. There are prospects on your Named Account List that are looking for a product or solution in your category right NOW, and some that are NOT. But...
How do you know who's looking to buy?
Answer: Prophyts Named Account Monitoring for Prospects
Prophyts tracks the content consumption habits of your named accounts and predicts which companies are in-market for a solution in your category, providing you with the insight needed to focus on the accounts that are looking for you.
What if your current customers were also signaling intent to buy a product or solution in your category, indicating a potential retention risk?
Answer: Prophyts Named Account Monitoring for Customers
With our Named Account Monitoring for Customers solution, you can keep tabs on your current customers as Prophyts predicts who's signaling interest to buy and the intensity of the prediction.
With the insight Prophyts provides, Sales and Marketing teams can align efforts based on relevant indicators, resulting in higher conversion rates, better customer retention, and greater return on investment.
Contact Prophyts today to try Named Account Monitoring for Prospects and Customers.
Posted by Eric Choi on 08/07/2018 at 11:11 AM0 comments
In today's fast-paced, all-out, information distracted world, it's more important than ever to create a relationship with the right influencers and buyers, those that are ready to be influenced. Simply running display banners powered by firmographics and hoping a click turns into a form completion, then MQL, won't get the job done.
To make an impact, next-generation marketers must develop a lead nurturing strategy that allows marketers to start engaging with companies that are "in-market". And more importantly, identifying and engaging buyers in the Buyer's Journey that may already be looking for your solution, buyers you may not know about.
How does Prophyts Help with Lead Nurturing?
- By implementing Prophyts Predictive Named Account Monitoring or our Predictive ABM solution, you can:
- Identify companies looking for you that you may not know about or,
- Narrow down your list of thousands of accounts to the right ones so you can engage them at the right time.
- Our Customer Success Management team is available to help you segment the data and develop a lead nurturing strategy to create or enhance an existing program.
- Our Marketing Services team has the experience needed to write and design nurturing emails as well as thought leadership content required to engage with your potential buyers.
With Prophyts, you have a one-stop solution to getting started with Account Based Marketing. We'll help you identify buyers, plan your strategy and deliver content that sets you apart from the competition.
Learn more about Prophyts ABM solutions.
Posted by David Seymour on 07/24/2018 at 11:03 AM0 comments
The one whale watch that I've been on in my life was simply amazing. The action consists of watching for specific whale behaviors: A fluke is when a whale is at the surface, then dives down, exposing its tail above the waterline before it submerges. A half-breach is when a whale propels itself from the deep, straight up and out of the water, but only gets about half its body out of the water before sinking back down. A full breach is when, you guessed it, the whale's entire body comes out of the ocean, sort of like a massive leap, head to tail exposed with air to spare underneath the massive mammal. This is not rare behavior for humpbacks, but this stupendous visual is certainly not as common as its other behaviors, and on that particular day it seemed to be eluding us. Witnessing a humpback whale in a full breach before crashing spectacularly to the surface is the holy grail of whale watching, and I was the only person on board that day to witness it.
How did this happen? The charter captain directs the crowd's attention over a loud speaker, a little bit like an MC. The captain knows what to look for; he has surveyed the ocean-scape for the day, understands the weather conditions and feeding habits of the whales, and then he sets the direction for the spectators to follow based on this information. Not unlike reading the conditions of the modern marketing landscape, the captain creates a tactical plan to ensure that he has as many eyeballs as possible receiving his product -- in this case, whales. His business depends on it, and although on this day he's called for everyone's attention toward a specific direction, I purposely looked the opposite way. And that is when I saw it...a full breach, about 150 yards off the boat on the port side, while all others were gazed over the railing on the other side of the boat.
Today's marketing execution is much the same: It's a reach strategy, based on information, and these days marketers are swimming in it. Masses of marketers follow the information, because that's what you're supposed to do, and the better the information, the better your prospects are for landing that client. And, like the masses, you're spending most of your budget on all things digital. But even within this sea of information and tactical direction, marketers can miss a big hit, much like the captain missed the full breach that day.
To put this into strategic terms, take print marketing, for example. Statistics from the Web site AllBusiness.com say 56 percent of all consumers trust print marketing more than any other advertising method, and seven out of 10 Americans report that they find direct-mail advertising more personal than online ads. Add to this HubSpot's finding that 47 percent of buyers viewed three to five pieces of content before engaging with a sales rep. Smart marketers are most likely mixing it up between digital and print.
You may have absolutely no plans to spend on print marketing or any other "left for dead" marketing execution, but missed opportunities magnify themselves to larger proportions when you stop to realize that if few are executing on programs outside the trend, you would really be standing out if you were the one who did it. Remember that although today's strategies and tactics have everyone looking on one side of the boat, there's still the rest of the boat to consider. It really does pay to stop and look around.
Posted by Scott Shultz on 06/06/2018 at 10:55 AM0 comments
It's time you took your marketing strategy to a new level with an Account Based approach. Pulling together an ABM strategy can be complex and time consuming, but with a little planning and the right predictive platform, you will see the ROI analysts are talking about.
Prophyts is a comprehensive Predictive ABM platform that offers four key strategies that bring predictive insight and marketing execution to your ABM strategy enabling you to determine which accounts to target and how to best engage them.
- NEW! Predictive Named Account Monitoring – Prospects
A Prospect monitoring solution that predicts which of your Named Accounts are in-market to purchase solutions in your product category
- NEW! Predictive Named Account Monitoring for Retention – Customers
A Customer monitoring solution that predicts which of your current Customers may be at retention risk as they are signaling buying behavior for solutions you already provide
- Predictive Account Based Marketing
A predictive solution that identifies companies early in the buyer journey that are predicted to purchase a solution in your product category
- Account Based Marketing Engagement Services
Prophyts in-house marketing services can handle any marketing need you have. Specializing in analytics driven campaign strategy, content creation, and design, we're your resource for account based marketing engagement, "driven by Predictive Intelligence".
Learn more about Prophyts Predictive ABM platform today and gain powerful insight into companies in-market to purchase your solutions.
Contact Prophyts today!
Posted by Eric Choi on 05/30/2018 at 10:54 AM0 comments
You've heard the expression, "You're barking up the wrong tree!" As an idiom the phrase means, "to pursue the wrong course to obtain an objective".
This applies perfectly to the challenge marketers face. Countless hours, and dollars, are spent spamming the universe with fruitless ad campaigns, or running lead gen programs that identify dabblers, not buyers. You are essentially barking up the wrong tree.
So how do you identify the right trees to bark up: companies in the buyer's journey, interested in your products or solutions?
Answer: Prophyts Predictive Account Based Marketing
Prophyts helps find the right "trees" in two ways:
- We use data collected across our large network of sites to predict companies that are in-market to purchase, uncovering companies that may not be on your team's radar.
- Our patent-pending algorithm is optimized to identify companies that are still early in the buyer journey, so you can engage new prospects at the start of their buying cycle.
Prophyts is powered by a machine learning algorithm that sifts through billions of monthly Web page views and the reading activity of millions of potential buyers. Prophyts uses this data to predict which companies are likely in the Awareness stage of the buyer's journey and soon to make a purchase in a particular product category.
Sales and Marketing are led to the right tree, at the right time.
Learn more about Prophyts Predictive ABM platform today and gain powerful insight into companies in-market to purchase your solutions.
Contact Prophyts today!
Posted by David Seymour on 05/29/2018 at 10:52 AM0 comments
Toward the end of each academic year, I’m asked to speak to a class of journalism majors about the role of graphic design in journalism. For years, my presentations revolved mostly around business-to-business (B-to-B) magazine design and how a manuscript became a finished layout. As B-to-B magazines have disappeared at the same time the evolution of content creation has migrated to marketing departments, students in business-writing classes have requested information specifically about infographics and how to create them. My staff and I have created countless infographics for clients over the years, but I have never “looked under the hood” as to their effectiveness. But the fact is, no form of content has more eye-popping statistics:
- An infographic is 30 times more likely to be read than a purely textual article.
- Infographics are liked and shared on social media 3X more than any other type of content.
- Publishers who use infographics grow in traffic an average of 12% more than those who don't.
- 90% of information transmitted to the brain is visual, and visuals are processed 60,000x faster in the brain than text.
- People remember 80% of what they see, compared with just 20% of what they read.
John Medina, author of the “Brain Rules” book series, states that vision is how we’ve always apprehended major threats, found food sources through hunting and gathering, and learned about our environment. Medina has researched that when people hear information, they’re likely to remember only 10% of that information three days later; however, if a relevant image is paired with that same information, people retained 65% of the information three days later. So, human nature combined with the behaviors of digital content consumption has created the perfect storm for infographics.
But before you start an infographic project, there are some simple tips you should understand in order to get the most out of the medium.
Tell a Story
After the data is collected, you should tell a story about that data and narrate that story through content that connects together in a logical way. Certain trends may become unearthed during the research process, so if your numbers are telling a story you didn’t expect, you may want to communicate that story in your infographic as fresh insight. If you know where the data will lead you ahead of time, make that your theme. Short thematic written sentences should lead into the charts on a repetitive basis throughout your story.
Mixing chart formats is always best practice. Understand that certain types of data are made to fit various chart formats better than others. For instance, a pie chart may be the best way to represent a data set that has no more than five criteria and neatly amounts to 100. Bar graphs are best when each bar criterion is a percentage of 100%. I like to provide a mix of graph styles with one or two graphs that are out of the ordinary, combined with large callouts -- usually a percentage number for simple entry points.
When it comes to branding, infusing the infographic with your brand takes it out of template-ville. Templates can be a simple way of getting the job done, but brand-sensitive marketing managers are going to understand the importance of standing apart from your competition. Your company’s visual-identity standards should extend into infographics and, although this can prove to be a difficult exercise, it’s an important one. A strong design team will understand how to bridge the gap between infographics formats by at least utilizing corporate colors and typefaces. These elements should be mandatory requirements, as well as a boilerplate footer module.
Make sure your infographic is part of a wider tactical plan. Once the design is complete, your job is just beginning. Placing your infographic in as many logical places for audience reach is paramount. The resources section of your website, Facebook, Linked-In, Twitter, Pinterest and Instagram are no-brainers. Placing keywords, embedding codes and attaching to a written blog are all great ways to get the message out, as well. There are tons of resources on the web for tips on nurturing and conversion.
Last, interactive infographics are becoming more popular. This requires another level of interpretation and planning. In order to make this truly worth your while and the hours of programming to be on budget, be sure to have a clear idea of the value behind decisions to make aspects interactive. Understand that mobile view will change the way people consume the content, and plan for the variables that not everyone on their phones will see it as interactive.
Posted by Scott Shultz on 05/04/2018 at 10:30 AM0 comments
It's that time of year again!
Each May, SiriusDecisions brings together thousands of sales, marketing, and product leaders from across the world for three full days of B2B research and insights. We couldn't be more excited to bring Prophyts Predictive ABM to the masses at this year's event in Las Vegas.
We'll be on-site at booth K402, just adjacent to the SiriusDecisions booth to show off the power of the Prophyts Predictive ABM platform. Swing by and we'll show you how Prophyts will turbocharge your ABM strategy with PREDICTIVE intelligence on companies in-market for products and solutions in your category.
Set up an on-site appointment and receive a sample Top 10 Prophyts Predictive ABM Industry Insights Report in the category of your choice.
And, if turbocharged ABM isn't enough, we've just announced a new release from Prophyts, our Predictive Named Account Service. That's right, we're applying the Prophyts algorithm to any account you want monitored. We'll tell you when and if they're in-market to purchase in your product category so you can market with the right message to the right company at the right time. Win, win, win.
We can't wait to see you in Vegas, May 8-10.
Posted by David Seymour on 04/26/2018 at 9:37 AM0 comments
In previous posts, we've mentioned Predictive Account Based Marketing (ABM). But how exactly does it set Prophyts apart from other ABM solutions?
ABM is all the rage and reasonably so. Statistics show that adopting an ABM strategy delivers results including increased:
- target account engagement
- closing opportunities
- average deal size
ABM should be front of mind for all B2B marketers. But as a strategy, it provides only a framework for WHAT to do. There are aspects of ABM that make HOW to do it less obvious, leaving marketers wondering:
- How do I identify companies that are in the market for my solutions?
- How do I find individual influencers and decision makers to market to at those companies?
This is where the Prophyts Predictive ABM solution clears the air.
Prophyts Predictive Account Based Marketing is powered by a machine learning algorithm that sifts through billions of monthly Web page views and reading activity of millions of potential buyers. The algorithm uses this data to predict which companies are likely soon to make a purchase in a particular sector. Prophyts then provides clients who offer products in that target sector with the contact information of company representatives who are likely to be involved in a purchasing decision.
Instantly upgrade your ABM strategy. Let Prophyts predict for you.
Posted by David Seymour on 04/21/2018 at 9:55 AM0 comments
Gain actionable insight with Predictive Analytics
The benefits of adopting an Account-Based Marketing (ABM) strategy are well documented. With outcomes like increased closed opportunities and growing average deal size, companies waiting to get in the game are behind the competitive curve. But an ABM strategy is only as good as the intelligence you have on the accounts you target. Whether you have an ABM strategy or have yet to implement, ask yourself these two questions:
- How do I know which companies are in-market for my solution?
- Where are these companies in the "Buyer's Journey?"
Prophyts Predictive Account-Based Marketing platform answers both questions, whether you already have an ABM strategy in place or are looking to implement. The power is in Predictive.
QUESTION: Do I know which companies are in-market for my solution?
ANSWER: Using Big Data analytics and machine learning algorithms, Prophyts sifts through billions of monthly site visits to identify companies that are actively researching solutions. Prophyts algorithm delineates who's reading for the sake of reading versus reading behavior that translates into purchasing prediction. Each company is evaluated by research activity and Prophyts predicts which companies are in-market to purchase a solution in a specific product category.
QUESTION: Where are these companies in the "Buyer's Journey?"
ANSWER: Prophyts identifies companies, or buyers, at the most important stage, the Awareness stage. By providing you with a list of companies in the Awareness stage, you can target messaging about your solution when it matters most. If the buyer has already made its short list and is in the Consideration and Decision stages, it is often too late to make an impression.
Learn more about Prophyts Predictive ABM platform today and gain powerful insight into companies in-market to purchase your solutions.
Contact Prophyts today!
Posted by Eric Choi on 04/17/2018 at 10:51 AM0 comments
If you're a company thinking about a corporate rebrand, then you're in the market to hire a creative agency for a new visual identity. Deliverables of a visual identity makeover could include choosing a new set of corporate colors, fresh typefaces or defining a specific photo style that best represents your brand. More complex goals could include all of the above plus a messaging rewrite or a complete pivot in corporate direction. Reasons for a visual identity makeover include attracting investors, your company has scaled, an upcoming IPO, a restructuring, packaging for a sale or you're simply in need of a new look.
Before embarking upon this exercise, understand what you're contracting a creative agency to perform for you by providing a tight scope of deliverables. Some creative agencies are contracted to provide exhaustive brand guidelines encompassing brand messaging and visual identity including everything from Web site design to how your email signatures appear. Others may be contracted for limited deliverables on purpose. And some will deliver only half the job based on vague direction and a loose scope. Awareness of what you're buying with creative agencies is up to you and your own awareness of what you need.
Allowing for a loose scope generally amounts to a creative agency providing style over substance. When a creative agency delivers a stylish ad campaign, for example, and you have a plethora of various marketing execution needs, the legwork of adapting the advertisement style to inbound marketing formats falls upon a mix of outside vendors and overworked in-house designers, should you have any. This introduces a layer of confusion and additional costs as marketing managers struggle to direct teams of de-centralized designers and content providers into deciphering a direction from inapplicable advertisements.
The process goes something like this: Brand specialists will perform research into your industry. The research is used to audit and assess the messaging, market position and visual identity of your competition. This process looks much like a funnel, collecting the performed research at the top end, and combining it with your own company's DNA further on down. The final output at the bottom spout of the funnel produces distilled, topical, and industry-ready messaging in the form of brand pillars and a brand story. This can further refine into a tagline for your company or a series of headlines that combine with photography, typography and color, forming the look of an advertisement. This is a crucial, necessary step in the process, as advertisements are designed to communicate a brand promise, brand recognition and disseminate information all at once. Campaigns are a good exercise and the most expedient vehicle out there for awareness, yet this is where creative agencies simultaneously fail their clients because this is where they stop.
Some creative agencies are forgetting that there's a second funnel that's upside down in its appearance. It takes the distilled output created from the spout of the top funnel and creates a platform to disseminate your message in all of your marketing formats at the "bottom" of the funnel, otherwise known as "brand activation." This is the unglamorous part of the job after the glitzy work of a top-level ad campaign has been accepted by your company. A loose scope in this matter may result in your agency thinking its work is done, and you being distracted by the well-executed shiny object of the new ad campaign. The application of your newly minted visual identity and refined messaging should parlay into the inbound work of white papers, email templates, data sheets, case studies, infographics, industry reports, information-driven Web pages and even social media awareness. Most of the marketing work you perform will be within the confines of informing your customers and potential customers about your goods and services delivered through longer-form content of this fashion, and these are the types of delivery vehicles that are most often overlooked.
As always, it's the devil in the details. Define the scope by creating a list of deliverables you cannot live without, and list those deliverables as a line item in the contract, and this way you can hold the creative agency accountable for them. If you find that your budget is confining you to only specific deliverables, create a plan for activation up front by providing as much information and resources to outside vendors that you can. In this case, more is more, and you will save precious time and money.
Posted by Scott Shultz on 04/09/2018 at 1:51 PM0 comments
Predictive analytics lead to greater ROI
Activating an effective account based marketing (ABM) strategy can be one of Marketing's greatest drivers of ROI. And when the stars align and Sales and Marketing are firing on all cylinders, ABM can deliver better traction and increased closing rates on higher value deals.
But what powers the most effective ABM Strategy?
In two words, Predictive Analytics. One of the greatest challenges to an effective ABM strategy is determining which accounts are in-market. This is solved with predictive analytics. According to the SiriusDecisions Research Brief, "Leveraging Predictive Technologies for Account-Based Marketing", there is a huge benefit to powering your ABM with a "Predictive ABM" platform like Prophyts:
"While traditional methods for sourcing and selecting accounts rely on a limited set of firmographic indicators plus marketing automation behavioral data, predictive analytics calls on hundreds of variables that describe static and fluid as well as intent data to identify higher-quality targets for outbound prospecting."
Here are three reasons to power your ABM strategy with Prophyts:
- Prophyts predicts companies early in the Buyer Journey - Streamline your efforts by targeting companies at the stage they are most open to evaluation.
- Prophyts provides relevant contacts at predicted companies - Receive direct contact information for decision makers and influencers who are responsible for purchasing your product or solution.
- Your competitors are doing it!
If you're looking to turbocharge your ABM strategy through predictive analytics, try the Prophyts Predictive ABM platform. Prophyts offers a simple, yet powerful ABM solution that identifies companies that are in-market for your solution, provides the right contacts to reach at the company and integrates an advertising solution to reach your target audience.
Learn how Prophyts powers ABM. Contact us today!
Posted by David Seymour on 04/03/2018 at 10:49 AM0 comments
Gain insight into in-market buyers
Account Based Marketing (AMB) is all the rage and should be front of mind for all B2B marketers. Statistics show implementing an ABM strategy delivers results ranging from increased closing opportunities, average deal size, and target account engagement. If you aren't knee deep in ABM, you should be.
But as a strategy, ABM is only a framework for WHAT to do. There are aspects of ABM that make the HOW to do it opaque, leaving marketers asking:
- How do I identify companies that are in the market for my solutions?
- How do I identify influencers and decision makers at those companies?
This is where the Prophyts Predictive ABM solution clears the air.
Prophyts Predictive Account Based Marketing solution is powered by a machine learning algorithm that sifts through billions of monthly Web page views and the reading activity of millions of potential buyers. The algorithm uses this data to predict which companies are likely to soon make a purchase in a particular sector. Prophyts then provides clients who offer products in that target sector with the contact information of company representatives who are likely to be involved in a purchasing decision.
Learn how Prophyts powers your ABM strategy. Contact us today!
Posted by Eric Choi on 03/20/2018 at 10:47 AM0 comments
Account Based Marketing (ABM) has officially landed in the marketing toolbox as an effective, must-implement strategy for nurturing and winning high-value accounts. According to a 2017 SiriusDecision survey, "ABM programs are maturing, securing a bigger share of marketing budgets; organizations continue to invest in ABM technologies to better operationalize and optimize programs."
But while ABM is an effective strategy, inherent challenges exist and must be overcome in order to realize the intended result of better leads and increased sales.
Three Common ABM Challenges and One Simple Solution
- Challenge: Identifying Target Accounts Across All the Data Noise
Focusing marketing efforts on fewer, high value accounts is the foundation of ABM, but how do you identify accounts that map to your solutions with so much marketing data? And, more importantly, how do you separate the buyers from browsers.
- Challenge: Identifying Relevant Contacts
With a list of target accounts in hand, it's time to generate a customer profile and identify contacts that fit that profile. But where do you start? Who are the influencers and decision makers and how much time will be wasted talking to a firewall of the wrong people?
- Challenge: Producing New and Relevant Content for Engagement
Once you have your target accounts and relevant contacts, you know you need to communicate your messaging or thought leadership, but you don't have the writers or design resources.
Solution: Prophyts Predictive Account Based Marketing
Prophyts tracks the reading habits of millions of employees at companies across the US as they visit Web sites in our network. Using Big Data analytics and machine learning algorithms we sift through 30 billion monthly site visits, identify companies that are actively researching IT solutions, and predict which companies are in-market for a solution in your category.
Then, as a Prophyts customer you're provided with a list of companies and specific contacts at those companies likely to be involved in the purchase of your solution. We even have the in-house resources to develop and design content to nurture Prophyts contacts. Problems Solved.
Posted by David Seymour on 03/16/2018 at 1:50 PM0 comments
In previous posts we've touched briefly on Account Based Marketing (ABM) as a strategy. In today's post, ABM is the central focus.
As a B2B marketer you know the value of cutting through the noise and driving leads that matter, but in this age of cutthroat competition for buyer attention, simply casting a wide net won't meet the underlying goal of all B2B marketers: How do we best set up sales for the win?
What Is ABM?
ABM is a marketing strategy that focuses on a prospect company and -- more specifically -- the stakeholders within that company. Rather than casting a wide net in the vast ocean of opportunity with fingers crossed for results, you're dropping a baited line in a pond with fish you can see just beneath the surface of the water.
ABM Basics and How Artificial Intelligence (AI) Can Help:
- Align your ABM strategy with your Sales team's goals.
- Identify accounts in-market for your solutions.
- Identify buyer personas and how they consume content.
- Tailor messaging to the buyer personas and their pain points.
- Execute coordinated efforts with Sales for maximum impact.
- Measure results and adjust as needed.
- Employ technology to make all of these steps easier and more efficient.
One of the most challenging aspects of an ABM strategy is identifying companies that are currently in-market for your solutions and identifying both the influencers and decision makers within those companies.
Prophyts is an AI solution that identifies companies early in the buyer journey that are predicted to purchase a solution in your product category. Prophyts also provides relevant contacts at the company, and integrates an advertising solution to engage your target audience.
If you're new to ABM or have already implemented a strategy, don't go it alone. We're here to help.
Posted by David Seymour on 02/26/2018 at 1:05 PM0 comments
As a B2B marketer you know the value of cutting through the noise and driving leads that matter, but in this age of cutthroat competition for buyer attention, simply casting a wide net won't meet the underlying goal of all B2B marketers: How do we best set up Sales FTW? (Sales for the Win)
What is Account Based Marketing?
Enter Account Based Marketing (ABM). ABM is a marketing strategy that focuses on a prospect company and more specifically the stakeholders within that company. Rather than casting a wide net in the vast ocean of opportunity with fingers crossed for decent results, you're dropping a baited line in a pond with fish you can see just beneath the surface of the water.
Let's talk about your ABM strategy.
ABM Basics and how Artificial Intelligence (AI) can help:
- Align your ABM strategy with your Sales team's goals
- Identify target accounts in-market for your solutions
- Identify buyer personas and how they consume content
- Tailor messaging to the buyer personas and their pain points
- Execute coordinated efforts with Sales for maximum impact
- Measure results and adjust as needed
- Employ technology to make all of the above easier and more efficient
Prophyts is an AI solution that identifies companies in-market for your solution, provides the right contacts to reach at the company that are likely decision makers, and integrates an advertising solution to engage your target audience. Learn how Prophyts works.
Contact Prophyts today and we'll walk you through the benefits of predictive ABM.
Posted by David Seymour on 02/20/2018 at 10:46 AM0 comments
You've got a sales and marketing strategy in place. With scheduled email blasts, banner campaigns, product-oriented-funny-cute-edgy tweets, in-depth LinkedIn and website blog posts, and event sponsorships; you've got everything covered. You're even sponsoring webinars and posting papers on industry websites to generate leads. The efforts are there, but you need more ROI. You need predictive account based marketing.
What is Predictive Account Based Marketing?
What if there was a powerful tool that identified companies early in the buying journey predicted to purchase a solution in your specific product category, when they can be influenced most? What if this tool could deliver direct contact information for decision makers and influencers likely involved at these companies?
This predictive account based marketing solution exists and it's called Prophyts.
Prophyts is a predictive account based marketing solution that identifies companies in-market for your solution, provides the right contacts to reach at the company, and integrates an advertising solution to engage your target audience. Learn how Prophyts works.
Contact Prophyts today and we'll walk you through the benefits of predictive ABM.
Posted by Eric Choi on 02/06/2018 at 10:44 AM0 comments
So in my last post about the buyer's journey I talked about the various stages and the need to reach buyers early in their journey when they're most influenceable.
Given the unique position of 1105 Media as producers of independent content, we recognized that we could identify people early in the buyer journey by looking at what they were reading. We also recognized that to do this at scale, we would need a very large data set of what people were reading and the ability to process this data in a meaningful way. So to help solve this question, we built a skunkworks team of data scientists, cloud systems engineers, product managers, and marketers and built strategic relationships with data partners to deliver a Big Data predictive-intelligence solution to the problem.
What makes our solution unique is the core strength of our approach. We don't depend on access to sensitive internal CRM or marketing databases, nor do we limit ourselves to general data. Leveraging multiple partnerships, we digest the reading habits of millions of employees at companies across the United States as they visit Web sites that are part of our tracking network. Next, using Big Data analytics and a machine learning algorithm, we sift through more than billions of monthly page views to identify companies that are actively researching solutions. We weed out who's reading for the sake of reading versus reading behavior that translates into purchasing prediction. We do this with our patent-pending algorithm that evaluates each company's research activity and predicts which companies are in-market to purchase a solution in a specific product category. We constantly evaluate hundreds of gigabytes of data and compare it to more than two years' worth of historic traffic data that covers millions of organizations in our database to deliver companies looking for your solution.
Imagine the ability to leverage artificial intelligence (AI) and Big Data without having to worry about building complex models or being dependent upon expensive database resources. Our models allow a marketer to tap into predictive account based marketing capability as a service. There's zero ramp time for categories that have been configured. And if we don't have your category, our approach allows us to quickly spin one up that matches your products or services. The power of an AI-powered solution to fuel the top funnel of account based marketing needs is now at your fingertips. No longer are you limited to your own database or list that were acquired as leads. Now you'll be able to launch your marketing campaigns that are already segmented and ready to be influenced by your message. But the story doesn't end here.
Next time, I'll discuss what you should be doing with these predictions.
Posted by Eric Choi on 10/27/2017 at 11:15 AM0 comments
"28 Percent of millennials are influencing B2B buying decisions."
- Aaron Dun, SVP, SnapApp Inc
I recently came across a great article by Aaron Dun, senior vice president at SnappApp Inc. and an occasional contributor to MediaPost.com, about the impact of millennials and we should all take heed. In his commentary, "B2B Marketers Take Notice: The Millennials Are Here," Dun points out that "13 percent of millennials are making B2B buying decisions and 28 percent are influencing that decision making."
The take away here is clear: Millennials who now represent the largest generation in the U.S. labor force (according to the Pew Research Center) will have a substantial impact on the B2B buying process.
What's is even more interesting in Dun's article is that millennial buyers engage much later with sales than the older generation and he puts that number at 86 percent. He further points point out millennials want to engage with you only when they're ready. This is in line with the SiriusDecisions number that "67 percent of the buyer's journey is now done digitally," which means the need to reach buyers early in their journey is even more imperative because buyers are the most influenced when they're in the information-gathering stage.
Dun further recommends ditching the standard B2B practice of using lead-gating white papers to build top-of-funnel interest with millennials. Simply put, white papers ranked as the least useful type of content in the early phase of the buyer's journey. Dun's point of view is that "authenticity" and content that speaks to the buyer's process in their terms is what matters.
I could not agree more with Dun. As marketer looking to build engagement, you need to look at your buying committee and interact with how they want to be engaged. It's time to reevaluate the traditional top-of-funnel approach and look at not only technology, but the overall engagement strategy that speaks to your audience.
If you have a different opinion or suggestion, let me know at firstname.lastname@example.org.
Posted by Eric Choi on 09/28/2017 at 11:15 AM0 comments
It's important to understand the different stages a buyer encounters during its purchasing-decision journey because the buyer will have different information needs at each step.
In the Awareness stage, a buyer recognizes it has a problem or opportunity. During this time, its research is focused on editorial content that is vendor-neutral and explanatory. The buyer seeks educational, third-party or vendor-neutral content.
In the Consideration stage, the buyer gives a name to the problem or solution and identifies the group of products that can provide help or opportunity. During this time, the buyer's information consumption is directed toward understanding all available solutions. This could include vendor, editorial or user-generated content. There's a commitment to solving the problem and a focus on solutions and comparisons.
In the Decision stage, the buyer defines its solution, strategy, method or approach. During this time, the buyer is focused on finding supporting documentation, data, or benchmarks to make or support its final decision.
The key take away here is that you have to be able to reach a buyer when it can be the most influenced. In other words, you have to be able to identify and engage the buyer at the Awareness stage. Otherwise, the buyer has already made its short list and in the Consideration and Decision stages, it is often too late to make an impression. The buyer has already drawn up its short list or made a final selection.
What's needed is a solution that allows marketers to recognize buyers early in the Awareness stage. Given 1105 Media's unique position as a producer of independent content, we recognized we could identify people early in the buyer journey by looking at what they were reading.
In my next post I will review how we tackled this problem.
Posted by Eric Choi on 09/19/2017 at 11:15 AM0 comments
I know there's much debate about the 67% SiriusDecisions number. But my point is that the number isn't important. What is important is that it's becoming more imperative to reach buyers early in the buying cycle. Today's sophisticated B2B buyers have access to so much information and so many resources available, most of their learning and decisions happen before they engage a sales rep. Whether that number is 50 percent or 70 percent, it doesn't matter. When the B2B buyer is at the moment of most influence, you need to be there.
At the same time there's been an explosion in MarTech solutions spending, and marketers are looking for ways to see ROI from investments in platforms like marketing automation and tactics such as programmatic ad buying.
We're also seeing the rise of Account-Based Marketing (ABM) that's driving the way that organizations go to market. ABM can be thought of in two ways: First, as a process for identifying a specific set of companies to target for promotional, lead generation and sales efforts based on their increased likelihood to convert to being a customer. This is in contrast to targeting based on simple firmographics (such as company size or industry). Second, a marketing approach that reaches all individuals involved in the purchasing process, not just the decision makers. Most purchases in companies are made by a committee. Marketing and sales efforts should target everyone that could have input (such as those that recommend, specify or influence), along with actual decision makers.
Posted by Eric Choi on 08/25/2017 at 11:15 AM0 comments
Here's a round-up of the some latest rumblings in the ABM blog world:
- According to SiriusDecison's Matt Senator, a common denominator among failed ABM projects is the lack of full-time leader. "If your organization relies on everyone to own ABM with no clear figurehead in place, you will fail," he writes. "You might have a success or two, but these won't be efficient, repeatable or sustainable."
- According to Forrester's Laura Ramos, there's 15 questions that B2B marketers dealing with ABM need to be asking themselves, but the most important one is: What new data will I need to make ABM successful? "Yes, data!," she writes. "Data is king and content is queen in the realm of ABM. If you want to make ABM work, get busy cleaning up your customer data and put better data management practices in place." Find out more about what Laura recommends you do (and don't do) here.
- Think outsourcing your sales reps is a good idea? Think again. "If you are trying to sell into enterprises in North America, do not outsource the SDR function. Full stop," writes Gartner's Todd Berkowitz. "It generally doesn't work very well, and even when it does, you may be providing a less than stellar impression to a prospect during the first direct interaction they have with you." Read more of his reasoning here.
If you've written something that should hit our radar, e-mail it to email@example.com.
Posted by Becky Nagel on 08/24/2017 at 11:15 AM0 comments
At the risk of stating the obvious, delivering greater return on investment should be one of the top priorities for marketers -- meaning that every dollar and resources invested should be maximized to generate returns. Then it's no wonder that account-based marketing is top of mind for most marketers. After all, the process of identifying a defined list of names of companies based on their likelihood of becoming customers and engaging the individuals involved in the purchase process should be straightforward and common sense. Look at all the vendors out there that can help create data models, integrate with third-party systems and generate reports that justify marketing's existence?
In the next few series of posts, I'll reflect on my own personal experience as a marketer in the evolution of e-mail marketing, demand generation and where I believe the market is going now: data-driven marketing powered by machine learning and predictive algorithms to deliver on the account-based marketing promise.
Posted by Eric Choi on 08/15/2017 at 11:15 AM0 comments
When it comes to predictive analytics, the most common use cases focus around the imminent likelihood of something happening, such as customer churn, fraud, a particular purchase, etc.
But that ignores the true power of predictive analytics: It can detect the very earliest signals that something will indeed happen further down the road. Think, for example, of what companies could do if they could identify likely customer churn or a customer's intent-to-buy days, weeks or even months before it happened -- it's a truly powerful advantage in the marketplace. Predictive analytics now offers that for those who know how to use it.
If you're in the business-to-business (B2B) sales and marketing space, you have this ability at your fingertips. B2B marketing strategies, such as account-based marketing (ABM), are especially dependent on early intelligence about a customer's likely intent-to-buy. And now you can use predictive analytics to do just that by partnering with vendors such as Prophyts.
The Earlier, The Better
Early warning a customer's intent-to-buy can make the difference between closing the sale or losing out. Just as likely, it can result in a diminished (or damaged) relationship with an existing customer or a missed opportunity to establish a connection with a new account.
Early recognition of a buyer's long-term intent-to-buy is much more valuable to a B2B seller than detection of imminent intent-to-buy, argues Rajeev Kapur, president and CEO of 1105 Media, a publishing and research company that markets Prophyts, an ABM-oriented predictive analytics service.
"If you go to [a marketing team] and say, "This company is going to buy in the next 20 to 30 days," many times that's way too late. Is there value in that? Certainly, but for account-based marketing, it's a matter of really focusing on the bigger fish, which is the predictive nature of the algorithm and what you can do early in the buying stage. That's the true value," Kapur says.
He adds: "A lot of times, [imminent detection] might be too late for a B2B salesperson."
In fact, detection of imminent intent-to-buy is the analytical equivalent of low-hanging fruit. The events or patterns that signal imminent intent-to-buy are easier to detect, if only because they tend to occur in close (temporal) proximity to one another. Early detection, by contrast, poses significant technological and logistical challenges because the predictive algorithm must be able to correlate events that are spread out over time -- over days, weeks, or even months. The ability to do this assumes a capacity to both collect and process massive amounts of data.
Detecting intent-to-buy early in the buying cycle is much harder than going after the low-hanging fruit, Kapur points out, but it is a prerequisite for successfully executing on an ABM strategy.
"If you're a [B2B seller], would you rather focus your limited resources on someone who's probably already committed [to a seller] or someone who's early in the process? Someone [with] whom you can pinpoint your sales and marketing activities, focusing on growing the relationship. I think the bigger ROI is going to be early in the buying cycle."
The Promise of ABM
Account-based marketing is a tool for combating two frequent problems in B2B sales engagements.
In the first case, sales cycles tend to vary from product to product. A sales cycle for a business intelligence (BI) or data integration product could span three to six months. The longer a seller has to cultivate a relationship with the buyer, the better positioned it will be to close the sale.
In the second case, B2B sales are likewise extraordinarily sensitive to poaching by competitors. A seller could invest several months in building a relationship with a would-be buyer only to lose that sale to a competitor claiming to offer the same features at a lower price. This is where ABM's emphasis on cultivating focused, targeted relationships with the individuals who are most likely to make buying decisions for a company is critical.
"What marketing now has is the ability to go to the [chief revenue officer] and say, 'We just got a whole bunch of accounts from Prophyts that are predicted to buy. These are people who are in-market. Let's focus on those folks and target them properly," he explains.
"Where marketing has an important role to play here is they have to be careful when they give those companies over to sales. Marketing has to do a much better job of nurturing those [relationships]. If marketing takes a pinpoint approach to going after these companies, building up that brand awareness [with influential stakeholders] in those companies, now sales can engage. That's going to drive the close ratio even higher."
The success of a solution such as Prophyts is a function of both the volume and the quality of the data that's fed to their predictive algorithms. To this end, Prophyts sources its data from data providers including B2B intent data provider Bombora, a company that specializes in collecting, processing, and syndicating data for the B2B market. Today, Prophyts is working against a data set of billions of B2B page views. This data set will continue to grow, Kapur points out; as it does, the accuracy of the predictions Prophyts makes will improve, too. In the same way, and for the same reasons, the types of predictive insights available to Prophyts subscribers will also grow.
"Right now, we have billions of page views of data, and I think that's just going to keep increasing. We can keep enhancing the algorithm over time so that it just keeps getting better and better, and the predictions it's able to make keep getting better and better," he concludes.
Posted on 07/18/2017 at 11:15 AM0 comments
The increasing use of predictive models across many sectors is no surprise: In fact, market watcher Gartner has predicted that services using B2B predictive analytics will see double digit growth over the next few years.
We know that companies will want to use data science and machine learning to identify their markets and leads more easily and increase their marketing ROI; however, it's not often easy to do this kind of advanced analytcs in house.
And that's where Prophyts comes in. The subscription-based service enables enterprises to reach potential buyers early in their purchasing journey, even before "they raise their hand as a traditional lead."
Prophyts' predictive ABM platform is powered by a machine learning algorithm that sifts through billions of monthly Web page views and the reading activity of millions of potential buyers. The algorithm uses this data to predict which companies are likely to make a purchase soon in a particular sector. Prophyts then provides clients who offer products in that target sector with the contact information of company representatives who are likely to be involved in a purchasing decision.
The information Prophyts provides "is the foundation of an ABM strategy; it brings predictability to marketing programs and enables marketers to make strategic content and ad placement decisions," the company noted.
Rajeev Kapur, CEO of 1105 Media, explained that after listening to customers, it became clear "that our customers wanted an easier and more effective way to identify in-market buyers early in the process. That is what Prophyts is all about; we evolved traditional ABM from one that is manual to one that is predictive."
This aligns with the trend across industries -- more processes are moving from manual to predictive as models and algorithms improve. Whether it's modeling corporate purchases, healthcare outcomes, or industrial machine failure rates, predictive analytics is continuing to change the trajectory of today's enterprises.
Posted on 07/05/2017 at 11:15 AM0 comments
Unless you're a marketer that has been living under a rock, Account Based Marketing (ABM) should be at the top of your business priorities. This post is not about why or how to implement ABM -- a Google search will give you more info than what you want to know. Instead, I'd like to discuss the ability to engage with companies that are:
- In-market and are early in the buyer's journey through predictive intelligence
- Getting ramped up quickly
- Able to reach their targeted audience with relevant content
Imagine engaging with companies that are in-market to purchase a product in your category early in the buyer's journey. They may not buy from you, but they will buy from somebody. What if you can identify these in-market companies -- before they raise their hands -- and reach them with industry-leading marketing services?
As a portfolio startup of 1105 Media, we've been listening to our customers and have built a skunk works team of data scientists, cloud system engineers, product managers and marketers to build "Project BOLD." After 18 months of development and beta, Prophyts was born. By incorporating predictive intelligence and Big Data, Prophyts can identify in-market companies and contacts to deliver a comprehensive predictive ABM solution.
Content syndication, SEO/SEM, display and content marketing all have their benefits, but they share the same limitation: They require the prospects to raise their hand to say that they're interested. Using a patent-pending algorithm, Prophyts tracks the reading habits of millions of employees at companies to identify businesses and contacts that are actively searching for solutions in your product category.
Finally, Prophyts allows you to target your contacts across multiple channels. OK, you might be thinking, "This type of solution is going to require data guys, IT project managers, CRM, and marketing automation system people and take many moons to implement." The beauty of Prophtys is that there's no ramp-up time. You choose the category that's relevant to your company's products and services and we deliver the companies and contacts that are in-market to you, so that you can leverage your existing sales and marketing campaigns.
Prophyts can help you discover verticals that are currently not on your radar, as well as deliver companies and contacts involved in the decision-making process. Therefore, not only are you starting with companies that are "in-market," you're expanding your marketing database and approaching ABM strategically through better segmentation.
Getting started is straightforward. Companies can sign up for Prophyts by selecting their relevant product categories and immediately start receiving companies and contacts that are generated by our predictive algorithm. And if custom content is of concern, this is where Prophtys can also deliver. We are in the business of creating custom content tailored to your audience. Whether it's a white paper, event or editorial, content is at the core of our business.
Posted by Eric Choi on 06/19/2017 at 11:15 AM0 comments