In contrast to the traditional marketing approach, which could be imagined as a funnel with the rim of the cup representing a broad spectrum of opportunities that are filtered through to conversion, the account-based marketing or Account Based Marketing (ABM) approach, places customer targeting at the beginning of the customer acquisition process.
"ABM aspires to be 'zero-waste' marketing.
"ABM aspires to be 'zero-waste' marketing. It's a model that targets only the companies and contacts that are likely to buy your product and that sales has pre-committed to try to close." -Drift.com
Augmented business intelligence is a valuable asset in this approach, as it participates in the targeting effort and enriches your content strategy to generate customer interest and engagement with your company or organization.
Product managers or product marketing managers, especially in B2B mode, who want to create a strong link between sales marketing and R&D functions can integrate this intelligence into these three stages of customer acquisition:
1. IDENTIFY HIGH-VALUE CUSTOMER ACCOUNTS
Make a continuous "scan" of companies that are leaders in your market or new leaders that are sending out new digital signals.
Implement weak signal monitoring on these customers or segments and track them with tools such as Linkedin Sales Navigator. Call on our collaborator V3 Digital for guidance in this process.
2. CREATE INTEREST AND ENGAGEMENT THROUGH YOUR KNOWLEDGE OF THEIR NEEDS
Considering that 80% of digital space is occupied by less than 5% of companies, it's imperative to fully understand the space realistically available and generate unique, truly distinctive content. If we consider that a weak signal takes an average of 9 days to become mass information on the web, this means that you have a very slim window of opportunity to bounce off a hot new topic and get ahead of the big players in your industry.
To get ahead of them precisely, you can focus weak-signal monitoring on their issues and track developments, bouncing off these developments by creating original content that's truly relevant to them (not rehashed).
3. CONVERTISE AND ESTABLISH A LONG-TERM RELATIONSHIP
We don't think much about it, but keeping an eye on your own customers can be extremely rich in opportunities to make connections! We understand the aim here of increasing your footprint among your customers. Platforms like First Rain integrate a very concrete form of intelligence into an adapted CRM.
Hoping these points are relevant to you!