The right tools to keep your audience engaged – constantly
Now it’s time to focus on how your product or service can become indispensable. In order to do this effectively, you need the right tools: CRM, marketing automation, Google Analytics, and more. You can’t do B2B marketing well without these tools. Many companies, particularly those trying to acquire specific high-value customers right away, would benefit from an account-based marketing strategy rather than taking a broad-reaching approach to their sales and marketing effort.
Because ABM requires more account-level personalization than traditional marketing, it has historically cost more to implement because of the number of different tools and technologies required. However, advances in marketing technology have changed this, enabling marketers to employ ABM for much less than previously possible, as long as they have the knowledge to use these tools. That’s where we come in.
How we execute:
- Look for small data
When you’re analyzing the effectiveness of campaigns, it’s easier to draw conclusions when you look at a smaller set of target accounts instead of a vast set of metrics.
Shelve any brand specialist or marketing expert bias and instead look closely at the cultural context for why a customer behaves a certain way. What trends exist? We’re a Google Partner and power users of Salesforce, Dynamics CRM, Pardot, Marketo, Hubspot and more.
- Step back
Think strategically about the behavior of a target segment. Understand what it is about a certain demographic that makes them tick. What role does your product or product category play currently with this person?
- Show empathy
Empathize with their pain points through content that’s relevant, consistent and drives action. ClearVoice, Outbrain, Hubspot, BuzzSumo and SEMRush are just a few of the tools we use to create a complete content-marketing ecosystem that supports our people-first marketing approach.