Increasing the flow of marketing-qualified leads with account-based marketing (ABM) - Web Insights
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    Increasing the flow of marketing-qualified leads with account-based marketing (ABM)

    June 28, 2021 | 4 minutes

    Brought to you by, Rachel Dettmer

    If you’re in the B2B world, you’ll know that Account-Based Marketing (ABM) is crucial to driving results and ensuring a steady flow of marketing-qualified leads (MQLs).

    A recent Marketing Measurement & Attribution Survey Report by DemandGen stated that “60% of companies that use ABM saw a revenue increase of at least 10% within 12 months, while 1 in 5 companies experienced a revenue increase of 30% or more.”

    What is account-based marketing?

    ABM is a focused approach to B2B marketing where marketing and sales teams work together. The aim is to identify existing high-value accounts to outline new prospects that fit the same profile. This results in a more robust targeting process for the products and services you offer.

    It moves away from traditional ‘cast your net as far and as wide as possible’ marketing strategies. Instead, the focus is on identifying a small group of high-value potential accounts that are more likely to need your services. It’s marketing at a granular level, targeting individuals, departments, and particular companies.

    “Account selection is so important and you need to focus on accounts that will be right long-term for your ABM strategy, as it’s a long term play”

    Christa Norton, Capita

    Once these accounts have been secured it’s essential to build a long-lasting relationship with them which can include offering an increasingly wide range of services, improving the customer’s experience and their lifetime value for your enterprise. 

    Additionally, as prospects move through the buyer journey, it’s an opportunity to observe and learn where improvements can be made. At every connection that the buyer makes with the business, the company should ask how that interaction could be optimized to be better personalized and more meaningful.
    ABM also aims to create the best customer experience and as the amount of targets is so refined, this is a wonderful opportunity to get back to the basics of creative marketing. There have been some incredible ABM campaigns ranging from personalized Batman comic books to burger kits for McDonald’s.

    Enjoy the freedom to be innovative and creative with this agile strategy.”

    Christa Norton, Capita

    Effectively harnessing your data to drive ABM Campaigns 

    Aggregating, interpreting, and applying internal and external data is the cornerstone of this hyper-personalized strategy and without it, it simply wouldn’t work. It relies on real-time data to identify leads and to customize how companies communicate with them.

    With Web Insights’ website visitor automation, you can effectively harness your data to be actionable in real-time whilst also digitizing and shortening your enterprises’ sales pipeline.

    You can pull sales in by automating account-level site activity reports on key product and buying pages, filtered by sales territories, and have these sent directly to salespeople in your CRM so they can see these buying cycles. You can use this information to track overall pipeline health and highlight opportunities to accelerate the buying cycle for certain industries.

    For prospecting, uncovering anonymous website visitors will help you to find out who is interested and Web Insights will route this intel to marketing or sales. Not only that, but it can route the best opportunities to the salespeople most likely to convert them. 

    For existing customer accounts, you can see the products or services they are interested in and route this to your Customer Success team to follow up. This enables the team to reach out to the customer with a solution or start a relevant conversation. Not only will this help to uncover new business, but it will nurture these relationships and help to reduce churn rates.

    “The more you can understand your existing customers and potential prospects, the better you can serve them”

    Martin Boyle, Head of Marketing at Web Insights

    Web Insights cuts out the noise to deliver insight to B2B organizations – precisely where
    and when it is required. Our high-end software solution is a world-class business growth enabler, assisting brands to become more efficient and effective, capitalizing on every website opportunity in real-time.

    Meet the author

    Rachel Dettmer

    Content Marketing Manager

    Rachel has over seven years of corporate and award-winning agency experience in marketing and content creation across multiple sectors.