Establish a framework for your organization’s marketing program.
Before anything, you need to establish a plan for your organization’s marketing program. The rise of marketing automation and lead nurturing has brought sales and marketing closer together than ever before. New technology has given marketers a sense of awareness of the real challenges the sales force faces. At this stage, you must establish a benchmark by creating the sales/marketing strategic framework, so that you can understand the context of the account relationship to decide how to interact with any new person that comes into your CRM. This is a critical first step to any account-based marketing approach. Here, we define objectives, determine the resources and the process required so that sales, product, and marketing all get on the same page.
How we execute:
1. Marketing Strategy
This is where you do your homework and learn as much as you possibly can about key decision makers for key accounts so you can maximize your relevance to each. Ensure senior management commitment is behind the marketing plan, and then push killer messaging through all facets of execution.
2. Creative Strategy
Identify your objectives, initiatives, measures, and targets related to marketing. What do you want to get out of your marketing program? How will you segment all communication so that it’s relevant to an individual account and decision-maker across multiple channels, and is fully integrated and content-driven so that it drives engagement and dialogue? Targeted customers are more likely to engage with content that is geared specifically to them and is relevant to their business and stage in the buyer journey.
3. Key Competitive and Customer Insights
Love your competition. Competition is validation that your market is stable. It’s up to you to glean as much information from your competitor as possible so you can claim as much of the market as possible. Conduct research on who they serve and how your product or service might serve them better, and back it up with data-driven insights. This will also open up opportunities to gain context around your competitors’ customer base, using metrics like churn and lifetime-value.
Stay on top of your competitors’ content marketing initiatives, and generate reports on the data so that you can kickstart areas where you find gaps in your own content, which we will dive into in stage 2.
Create fictional representations of your ideal customers based on real data about customer demographics and online behavior. Make educated guesses about their personal histories, motivations, and concerns.