Technology: The power that fuels your B2B Account-Based Marketing Campaigns

Account-based marketing (ABM) is a targeted approach to B2B marketing focusing on identifying and engaging high-value accounts. Technology is crucial in making ABM services result-oriented and ensuring that this lead generation strategy produces high-quality leads that convert into customers. Businesses must select the right technology to improve their account-based marketing framework and derive a high ROI. 

Why do you need technology for B2B Account-Based Marketing Campaigns?

Account-based marketing is an excellent B2B lead generation strategy that can help you produce high-quality leads. It targets your ICPs within the selected accounts and allows you to connect with decision-makers, understand their needs, and, with effective engagement, convert them into customers. Data plays a crucial role here, making the process more accurate and enabling you to engage with the prospects effectively. Technology also helps to measure the ABM lead quality and campaign performance.

How is technology powering your B2B account-based campaigns?

Technology can be harnessed at every step of account-based marketing campaigns. Let’s explore how you can use data and AI-led technologies to generate high-quality ABM leads.

Data management platforms: What kind of data are you using? What is its source? Are you sure about the quality? Get all these and many more critical questions answered by choosing the robust data management platform that will provide a single view of your data from disparate sources. Understand your buyer persona, build ideal customer profiles, and learn about their needs and preferences. You are all set for a lead generation process that will help you connect with your target audience that you can nurture and let your sales hit through the roof! With the integration of AI, data management platforms provide predictive analytics, helping you anticipate customer needs and preferences. AI can uncover patterns and forecast outcomes, which is crucial for effective lead generation and campaign planning. 

Account management: A robust customer relationship management system (CRM), which acts as a repository of all your customer data is the core of a B2B account-based marketing tech stack. The best CRMs manage customers effortlessly and align sales and marketing team like never before. They enable both the teams to collaborate and access updated information. It helps them target correct high-value accounts, accurate lead scoring and meticulously engaging them to get a high conversion rate. 

Personalization: Do you want to understand your prospects’ needs? Put data in the driver’s seat and achieve the personalization milestone in your B2B lead generation strategy. Leverage data to understand what your prospects want and create bespoke messages that resonate with their requirements. Personalization is not just a trend; it’s a necessity in today’s marketing landscape. Capture the prospect’s intent, learn about their background and needs, and then engage with them. AI-led data can help you strengthen your ABM campaigns with the correct and updated information. Whether it’s via email marketing, telemarketing, or even ABM content syndication, prospects should find your content relatable and valuable. It should urge them to know more about your brand and engage with you. The end goal is to create a conversation opportunity and tap it to nurture the relationship and eventually convert lead into customers. Personalization engines running on AI will help you deliver the right message to the right prospect at the right time. 

Content Syndication: Use data to understand the buyer journey and engage with them with content that speaks their mind. Here, ABM content syndication can turbocharge your lead generation process by delivering relatable content, strategically moving the prospects through the sales funnel, and helping them reach the buying stage faster. ABM content syndication is a strategy that involves distributing targeted content to a specific audience, through in-house and third-party platforms, to increase brand visibility and attract potential leads.  AI will let you know which content form will resonate with the prospects. It can help you refine the messages at every touch point and find the right syndication partners and platforms where you can effectively distribute your content and reach your target audience.

B2B Account-Based Marketing Campaign Measurement: Data can also help you measure the effectiveness of your account-based marketing campaigns with precision. You’d always like to keep track of the results produced by your ABM program. Isn’t it? Data can guide you in monitoring performance and identifying any gaps widening the distance between your prospects and your business. Let data analytics do the math for you! Improve your engagement and conversion rates with regular KPI monitoring. Some key performance indicators (KPIs) you can monitor include lead conversion rate, customer acquisition cost, and customer lifetime value (CLTV). You can make an informed decision to identify areas for improvement and keep the campaign on track.

Conclusion

Companies must use the latest technology in account-based marketing such as a robust Customer Relationship Management tool (CRM), which is crucial for storing, accessing, and managing customer accounts. From personalization tools to automation, from email marketing technology to the latest customer data platforms, business must have the complete tech stack to support their ABM campaigns.  It would be best to hire a reliable B2B marketing consultant with expertise in creating and implementing tech-driven account-based marketing services for generating high-quality ABM leads.

Markable Solutions: Your B2B account-based marketing partner

Markable Solutions boasts a highly experienced B2B marketing team that is expert in account-based marketing services. Whether it’s about identifying the correct accounts, understanding their unique requirements, and creating customized content, technology can expedite the process and increase pipeline and sales velocity. As an account-based marketing agency services provider, we emphasize using the right technology and enhancing the effectiveness of proven methods. Contact us to learn more about our ABM lead generation process.