People First Marketing
A B2B Marketing Process That Starts With The People In Your CRM
It’s an obvious, but often overlooked fact…you can’t sell to someone unless you know who they are. That’s why everything we do starts at the individual record level in your CRM. It’s about people. It is only possible to build relationships with people you know. As an agency, our sweet-spot is identifying real people (B2B buyers and influencers). We leverage the data behind them, execute great campaigns, relentlessly measure their engagement over time, then iterate and fine-tune campaign performance. We love high-tempo, high-touch account-based marketing campaigns that leverage hyper-customization, killer offers, PR, direct mail, social media, community and direct prospect contact by sales – all managed, monitored and measured with your CRM and marketing automation systems. Account-based marketing depends on the complete alignment between the marketing and sales organizations.
Here’s how our people-first CRM and B2B marketing automation expertise connects key-account strategy with creative execution.
Define objectives, resources, and process. Create the marketing framework for (and with) sales, product, and other teams. Prioritize and eliminate non-value-added activities.
- B2B Marketing Process
- Marketing Strategy
- Creative Strategy
- Competitive Insights
- Customer Insights
We know B2B sales, too. If you are new to ABM, we help bridge the gap between sales and marketing organizations through test and pilot programs – use test/control methodology to carve out a single territory and partner with your BDRs to execute the strategy. Over that same time period, your other geographies or territories receive your typical marketing offers as normal.
Do you have the right contacts in your CRM? Conduct company-level research, account profiling, and proposition selection. Define goals per account or per persona and identify gaps in CRM as well as best activities for reaching prospects.
- Contact gap analysis
- Persona research
- List buys
- List cleaning
- CRM segmentation
Target and find the names of the right people at these accounts. More is better because getting to the perfect decision-maker sometimes happens indirectly. Influencers matter too, as they can often accelerate access to the right person. Want to learn more? Get in touch.
Define critical metrics and standardize reporting. What KPIs matter? Unique visitors, leads, conversion rate, bounce, churn, CLV, CAC, and CLV:CAC.
- B2B internet marketing baseline
- TAM baseline
- Configure Google Analytics
- Goal configuration
- Define goal paths
How will we execute at every stage of the funnel? How do we align channels and tactics for the biggest bang for the budget?
- B2B marketing materials
- Marketing execution calendar
- Editorial calendar
- Trade show calendar and more
- PESO audit (paid, earned, shared, owned)
- Content development
Fill the gaps with timely, relevant services that fall within your workflow and the framework of your existing strategy.
Do you have the right tools? It is important to get the B2B marketing technology right. CRM, marketing automation, Google analytics, and more – you can’t do B2B marketing well without these tools.
Years of B2B marketing experience. Providers of comprehensive technology and workflow audits focused on inbound, outbound and everything in between. In many cases, we have the know-how to assist with B2B technology implementations and define requirements for integrators. We’ve done it dozens of times.
EXECUTE & OPTIMIZE
- Execute campaigns
- Refresh campaigns
- Fine tune assets and campaigns
- GET S%!$ DONE
- Consistent campaign execution
- Page optimization, landing pages
- Marketing automation
- Workflows, triggers, autoresponders
With crisp execution plus a clear understanding of data, process, and performance, everything falls into place. Want to talk about getting stuff done? Need B2B marketing services on-demand. We’re flexible, easy to work with and ready to go. Give us a call.