Reaching Buyers Early and the Account-Based Marketing Imperative
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 4:16 PM