Measuring the Impact of Emotional Intelligence in Account-Based Marketing

ABM is revolutionizing the way B2B businesses approach their target accounts, allowing for more tailored and personalized marketing messages. But there’s one key ingredient to take your ABM efforts to the next level: emotional intelligence (EI). 

Our experts at Insights ABM understand the power of emotional intelligence in ABM and how it can elevate your marketing strategy. Let’s dive in to learn how you can unlock the full potential of your ABM efforts with the power of emotional intelligence.

What is Emotional Intelligence in ABM?

Emotional intelligence refers to the ability to understand and manage emotions in yourself and others. In the context of emotional intelligence in ABM, it means being able to understand the emotions of your target accounts and tailor your marketing messages to appeal to those emotions. Emotional intelligence also involves being aware of your own emotions and managing them effectively so that you can stay focused on achieving your marketing goals.

Why Emotional Intelligence in ABM Matters?

Emotional intelligence plays a crucial role in ABM for a number of reasons:

  • Stronger relationships: Emotional intelligence in ABM helps build stronger relationships between companies and their target accounts. When companies show that they understand and care about their target accounts, it creates a sense of trust and respect. This can lead to more successful marketing campaigns and ultimately, more business opportunities.
  • Reputation: B2B companies can avoid potential pitfalls in their marketing efforts when using emotional intelligence in their ABM strategy. For example, if a company sends a marketing message that is tone-deaf or insensitive to the emotions of its target accounts, it can damage the relationship and potentially harm the company’s reputation. By having emotional intelligence, companies can avoid these types of mistakes and build stronger, more positive relationships with their target accounts.
  • Better understanding: Using emotional intelligence in your ABM strategy allows companies to better understand the needs and wants of their target accounts. By understanding the emotions that drive their target accounts’ decision-making, B2B marketers can tailor their messaging to be more effective and relevant. This can lead to higher engagement rates and ultimately, more conversions. In fact, 91% of B2B buyers said they are more likely to engage with a business that recognizes and remembers them, and provides relevant recommendations based on their past interactions.

Measuring the Impact of Emotional Intelligence in ABM

The top three most desirable B2B vendor traits, as identified in a recent study by ITSMA, are credibility and respect, having one’s best interests at heart, and good listening skills. All of these traits relate to emotional intelligence, which is a critical component of successful ABM strategies. To measure the impact of emotional intelligence in ABM, one way is to track key performance indicators (KPIs) that are influenced by emotional intelligence. Some common KPIs include:

  • Engagement rates: How many of your target accounts are engaging with your marketing messages? Are they clicking on links, filling out forms, or responding to your emails? By measuring engagement rates, you can get a sense of how effective your marketing messages are and how well they are resonating with your target accounts.
  • Conversion rates: How many of your target accounts are converting into customers? Are your marketing messages leading to actual sales or revenue? You can get a sense of how well your ABM strategy is working and how much impact emotional intelligence is having on those efforts by analyzing your conversion rates.
  • Customer satisfaction: How satisfied are your customers with your company and its products or services? Are they leaving positive reviews or recommending your company to others? Measuring customer satisfaction can allow you to get a sense of how well your ABM strategy is working and how emotionally intelligent your company is in its interactions with customers. In addition to measuring customer satisfaction, it’s also important to interact with customer feedback. According to a study by HubSpot, companies that actively engage with customer feedback see a 25% increase in customer retention.

Elevating Your ABM Strategy with Emotional Intelligence: Our Framework

At Insights ABM, we believe that emotional intelligence is the key to successful account-based marketing. By understanding the emotions that drive your target accounts’ decision-making, we can tailor our marketing messages to resonate with them on a deeper level. Our account-based marketing agency has been trusted by many businesses across various industries, including:

  • SaaS and startups
  • Financial services
  • Healthcare
  • Specialty surgery
  • Commercial real estate
  • Sporting events
  • Repair and service companies

We understand the unique challenges faced by each of these industries and have developed tailored solutions to help them achieve their ABM goals with emotional intelligence at the forefront of our strategy. 

Insights ABM: Leading Partner for Elevating Your ABM Strategy with Emotional Intelligence

By incorporating emotional intelligence into your ABM approach, you can elevate your marketing efforts and achieve greater business success. At Insights ABM, we have the expertise and experience to help you harness the power of emotional intelligence in your ABM strategy. Contact us today and let us help you elevate your ABM strategy and move your business forward faster, smarter!

Joe Cantu

Joe is a digital marketing strategist and media buying/planning leader with 13+ years of expertise in marketing strategy and program management, omnichannel campaign delivery, brand building, data analytics, and customer experience/UX optimization. He has helped drive growth for industry-leading clients, including F500/F100 firms.