ABM Technology: A Savvy Investment for B2B Marketers
Traditionally, business-to-business marketers rely on impersonal sales tactics that are focused on conveying the value of their services or products to fiscally minded stakeholders.
While these strategies can drive conversions, it is important to realize that each prospective B2B client has a unique set of pain points and challenges. As a result, generalized messaging that targets a broad audience can often miss its mark or produce underwhelming results.
In order to remedy this issue, many professionals in the B2B sales space are turning to account-based marketing. This tailored approach to B2B marketing is an effective way of zeroing in on high-value clients that are likely to convert.
If your current lead generation and marketing tactics have been falling far short of your expectations, then it may be time to give ABM a try. In order to leverage this tactic, you will first need to invest in the right ABM tech stack.
What Is ABM Technology?
As the name suggests, “ABM technology” is a broad term that refers to tools and software designed for account-based marketing purposes. These solutions give you the ability to manage ABM campaigns, track interactions, and measure the overall success of your marketing efforts.
While the exact tools included with ABM technology will vary depending on which product you select, virtually every option will incorporate some level of automation software, engagement monitoring, analytics, and lead scoring capabilities.
If you would like to learn more about building a great account-based marketing technology stack, check out this guide from the ABM Leadership Alliance.
Why B2B Marketers Need to Invest in ABM Tech
You may be wondering if top-quality ABM solutions are really all that great. The easy answer is yes.
Traditional account-based marketing tools do not provide adequate insights into the B2B client’s journey through the sales funnel. The attribution models that these solutions use were often designed for business-to-consumer sales. As a result, the models function under the assumption that purchasing decisions were made by a single individual.
As any experienced B2B marketer will tell you, most businesses have teams of stakeholders who are involved in purchasing decisions. Therefore, nurturing B2B leads and turning them into a conversion often involves connecting with multiple staff members at the organization.
ABM technologies remedy this issue by providing deeper insights into the conversion journey. They more effectively examine all outreach and lead nurturing efforts, which provides your staff with actionable data that they can use to improve future marketing campaigns.
In addition, ABM solutions include a host of tools designed to help you effectively manage your account-based marketing campaigns. These features reduce the workload on sales and marketing teams so that they can spend more time engaging with leads and serving existing clients.
I’ve Got the Right Tech in Place — What Now?
If you took the plunge and invested in some quality account-based marketing technologies, then you are well on your way to launching an effective ABM strategy. ABM software will give you optimal control over your account-based marketing campaigns while also allowing you to precisely track key performance metrics.
However, investing in ABM tech alone will not guarantee that your campaign produces the results that you are hoping for. In order to optimize the efficacy of your ABM efforts, you will need a great marketing strategy. That’s where we come in.
Insights ABM offers a dynamic lineup of B2B marketing services, including ABM campaign management. Our services use proven strategies in order to produce measurable results.
If you would like to learn more about our B2B marketing services or want to discuss how we can help you, contact Insights ABM today.