Account based marketing flips the traditional marketing funnel with a targeted approach that focuses on potential high value customers. The process involves multiple stages of ‘nurture’ to convert these targets from leads to prospects & finally paying customers.
Effective content design & an omni-channel approach are crucial to continuing their journey through the funnel, while increasing awareness of your offering. With companies that use ABM being 67% better at closing deals, designing a good lead nurture program to get your sales team a foot in the door is more than half the job done!
Here we discuss the elements that go into a well designed lead nurture campaign:
One of the chief purposes of narrowing your marketing focus down to the most relevant leads is so you can spend more time & effort on each lead. This means putting yourself in their shoes to communicate how you can help them.
It’s important to remember that personalisation goes much deeper than including their name or organisation in your email. Showcasing your knowledge of their business, and the key features of your product most relevant to them is much more likely to capture attention.
An omnichannel approach aims at providing the lead with a uniform & dynamic experience. That is, the experience evolves across all platforms based on the individual’s actions taken on any platform.
A kickass lead nurture program tracks this progression to determine the best content to be shared. For example, pointing someone who is already at the ‘product-aware’ stage towards ‘solution-aware’ content might add absolutely no value.
Here, you can understand the various stages of a buyer journey.
As you probably know, study of a population based on factors such as age, race, gender, height, weight, etc. is called demographics. Similarly, studying businesses based on factors such as industry, market cap, employee strength, location, etc. is known as “Firmographics”.
Businesses with identical buying behaviour – that is, similar firmographics – often require the same content for nurture. Identifying these market segments – ‘Demand Groups’ requires a deep-dive into niche metrics, but makes personalised content design that bit easier as well.
The general needs addressed & the level of awareness to be driven forward are commonly shared. Learnings from one or more members can be applied to others from the group.
Tracking actions taken on your (hopefully) well-designed journey helps highlight which leads are most responsive to you. Not all actions are equal, and this must be reflected by assigning scores to them.
For example, if a click on a blog link is worth 3 points then downloading a gated eBook is more valuable & therefore maybe worth 10 points, and so on.
Lead scoring helps determine when leads progress from marketing-qualified to sales-qualified & are ready to become customers. They can also be used to nurture those rare creatures – sales champions for your brand.
Who knew keeping scores could be a positive thing eh?
Behaviour based triggers
The sales cycles associated with B2B businesses can be lengthy, involving multiple decision makers – the ‘buying center’ at every organisation. A good ABM approach is sensitive to behavioral impulses. Triggering immediate responses upon noting an impulse helps convert individual leads into brand advocates.
Buying centers are hard to convince, trust us we know it too. Having a voice or two advocating your product can go a long way towards beating your competition to that prized account!
We hope these thoughts act as a good starting point for your lead nurture campaign. If you have any thoughts or queries, feel free to reach out & have a chat!