Automation has undoubtedly transformed the efficiency and scalability of customer interactions. From chatbots to automated email campaigns, businesses have embraced automation to streamline processes, maintain consistent messaging, and handle routine tasks. However, relying solely on automation can risk depersonalising the customer experience, leaving individuals feeling like mere data points in a digital system.

To mitigate this risk, personalisation becomes paramount. Customers crave individualised experiences that make them feel seen, understood, and valued. Tailoring interactions based on customer preferences, behaviours, and past engagements is crucial for establishing a sense of connection. Personalisation can range from addressing customers by their names in emails to recommending products or services based on their specific needs and purchase history.

A strategic approach to balancing automation and personalisation involves using automation to enhance personalisation. By harnessing customer data and advanced analytics, businesses can automate the delivery of targeted, personalised messages and recommendations. This approach ensures greater efficiency while still maintaining a personal touch. For example, an e-commerce platform can employ automated algorithms to suggest products based on a customer's browsing history, previous purchases, and preferences. By combining the power of automation with personalisation, businesses can create more relevant and engaging experiences for their customers.

However, there are instances where the human touch is irreplaceable. When faced with complex issues, sensitive situations, or moments requiring empathy and emotional intelligence, human interaction becomes essential. Customers value the ability to connect with knowledgeable and empathetic representatives who can address their concerns and provide tailored solutions. Striking a balance between automation and personalisation entails seamlessly transitioning from automated interactions to human-to-human engagement.

Implementing channels for human interaction, such as live chat or phone support, ensures that customers have access to real-time assistance when needed. This human touch adds an element of trust, reassurance, and a personalised connection that automation alone cannot replicate. Businesses should empower their customer service teams with the tools and training needed to deliver exceptional experiences, focusing on active listening, problem-solving skills, and the ability to connect with customers on a deeper level.

Regular evaluation of the effectiveness of automation and personalisation efforts is also crucial. Customer feedback, analytics, and A/B testing provide valuable insights into the impact of automation and personalisation on the customer experience. Monitoring metrics such as customer satisfaction, response times, and conversion rates enables businesses to fine-tune their strategies and strike the optimal balance between automation and personalisation.

In conclusion, achieving a human touch in a digital world requires a thoughtful blend of automation and personalisation. Businesses must leverage automation to streamline processes, maintain consistent messaging, and enhance personalisation. Simultaneously, they must recognise the intrinsic value of human interaction, particularly in complex or emotionally charged situations. Striking the right balance ensures that customers receive personalised experiences that make them feel valued while benefiting from the efficiency and scalability of automation. By finding this equilibrium, businesses can create customer-centric experiences that build trust, loyalty, and lasting relationships in the digital era.

Let's start with MQLs. A marketing qualified lead is a potential customer who has shown interest in a company's product or service through their interactions with the company's marketing efforts. This could include filling out a form on the company's website, downloading a whitepaper, or attending a webinar. MQLs are typically further along in the sales process than a general prospect but may not be ready to make a purchase decision yet.

MQLs are a useful measurement of lead engagement, but they should not be relied upon as the only indicator of a lead's readiness to buy. A study by Forrester Research found that only small percentage of MQLs actually turn into sales opportunities. This means that a lot of time and resources are being spent on nurturing and qualifying these leads, when they may not be ready to convert into paying customers.

On the other hand, a sales ready lead is a potential customer who has been contacted by a representative and has shown interest in the company's product or service during that conversation. SRLs are further along in the sales process than MQLs, as they have had a direct conversation with a representative and may be ready to make a purchase decision.

SRLs offer a more accurate picture of a lead's readiness to buy, and they are more likely to convert into paying customers. According to the B2B Lead Generation Benchmark Report from MarketingSherpa, the conversion rate from MQL to SQL (sales qualified lead) is only 10%, compared to a conversion rate of 50% from SRL to SQL. This means that by focusing on SRLs, you can increase the chances of converting leads into paying customers and get a better return on your marketing investment.

Another benefit of SRLs is that they provide valuable insights. By having a direct conversation with a potential customer, a representative can gain valuable insights into their needs, preferences, and objections. This information can be used to tailor your marketing and sales efforts to better meet the needs of SRLs, increasing the chances of conversion.

In fact, a study by the Harvard Business Review found that sales representatives who have deep customer knowledge are 70% more likely to hit their quota than those who don't. By focusing on SRLs, you can equip your sales team with the information they need to close more deals and achieve their quota.

The key to successfully converting SRLs into paying customers is to tailor your demand generation and nurturing efforts accordingly. This means understanding the differences between MQLs and SRLs, and using the right approach to convert each type of lead.

For MQLs, the focus should be on nurturing and educating them about your product or service. This can be done through email campaigns, webinars, or other educational content. The goal is to help them move further along in the sales process and become an SRL.

For SRLs, the focus should be on closing the sale. This means having a clear and concise sales process in place, and using the insights gained from the SRL conversation to tailor your sales pitch to the lead's specific needs and objections.

At Quantum Marketing, we focus on delivering results. All our leads are qualified to a SRL level before they are passed to our clients, giving you a much higher conversion rate to sale and are focused on delivering 50 to 1 return on marketing investment.

Propensity data refers to information that provides insights into the likelihood of a prospect or customer taking a particular action. It goes beyond basic demographics and encompasses behavioural patterns, purchase history, online interactions, and other relevant indicators. By analysing this data, businesses can gain a comprehensive understanding of their audience's preferences, intentions, and propensities to engage in specific activities.

The true value of propensity data lies in its ability to drive highly targeted marketing campaigns. With access to accurate insights, businesses can identify prospects who are most likely to convert and focus their resources on engaging with them. This precision targeting ensures that marketing efforts are not wasted on uninterested or unqualified leads, resulting in improved conversion rates and higher returns on investment.

To unleash the potential of propensity data, businesses must adopt a data-driven approach. This entails leveraging advanced analytics tools and techniques to extract meaningful patterns and trends from vast datasets. Machine learning algorithms and predictive modelling can help identify predictive factors and create propensity models that estimate the likelihood of desired actions. By integrating these models into demand marketing strategies, businesses can enhance customer segmentation, personalised messaging, and campaign optimisation.

One significant application of propensity data is in intent-based marketing. By monitoring online behaviour and signals such as search queries, website visits, and content consumption, businesses can detect signals of intent, indicating a prospect's readiness to make a purchase or engage further. Leveraging propensity data in intent-based marketing allows businesses to seize opportunities at the right moment, delivering timely and relevant messaging that resonates with the prospect's needs.

Another aspect of propensity data is its role in customer retention and upselling. By analysing past purchase history, customer interactions, and preferences, businesses can identify upsell and cross-sell opportunities. Propensity data helps tailor personalised offers, recommendations, and targeted communications that nurture existing customers and foster long-term loyalty.

However, harnessing the power of propensity data comes with responsibility. Businesses must prioritise data privacy and security, ensuring compliance with relevant regulations and protecting customer information. Transparent data governance practices build trust with customers, fostering a positive relationship built on respect and integrity.

In conclusion, propensity data has emerged as a game-changer in demand marketing. By leveraging this valuable resource, businesses can target their marketing efforts with unprecedented precision, driving higher conversion rates and optimising return on investment. The integration of propensity data in demand marketing strategies opens up new avenues for growth, enabling businesses to deliver personalised experiences, seize intent-based opportunities, and foster long-term customer loyalty. As the marketing landscape continues to evolve, embracing propensity data is not just a competitive advantage but a necessity for businesses striving for success in the digital age.

In this pursuit of a sustainable demand marketing engine, numerous obstacles have hindered progress, casting shadows on the path to success. These stumbling blocks include the plague of rubbish data, a dearth of relevant content, an overwhelming volume of ineffective tactical campaigns, and the inadequacy of conventional success metrics. Frustrated and eager for change, many leaders find themselves at a crossroads, unsure of where to begin or whom to turn to for guidance.

However, hope shines on the horizon.

With over 25 years of experience in the field, we have dedicated ourselves to constructing and refining a demand marketing engine that transcends limitations. Our approach revolves around the seamless integration of four key components:

Firstly, highly targeted propensity data lies at the core of our methodology. By harnessing the power of data analytics, including intent surges, we identify and connect with the most promising prospects. This precision targeting ensures that our efforts are directed towards those individuals most likely to become loyal customers.

Secondly, our strategy embraces multi-channel engagement. In an era where B2B buyer and seller transactions are projected to be predominantly digital within the next couple of years, our clients recognise the importance of reaching their audience through various channels. Be it through social media, email marketing, or other digital platforms, we ensure a comprehensive presence that resonates with their evolving preferences.

Thirdly, we understand the value of long-term nurturing. Modern customers demand more than a fleeting interaction; they seek relationships built on trust and continuous engagement. By employing carefully crafted nurturing techniques, we cultivate connections that withstand the test of time. Our commitment to building lasting customer relationships paves the way for sustained success.

Finally, human-to-human interaction, but only when the time is right, forms the cornerstone of our approach. We acknowledge that despite the prevalence of digital interactions, there remains a fundamental human aspect to business relationships. Our team of skilled professionals stands ready to provide personal guidance and support when prospects are primed for human interaction. By aligning our efforts with their readiness, we enhance the effectiveness of each interaction, nurturing leads towards conversion.

The winds of change are blowing, and the digital landscape is rapidly evolving. To survive and thrive in this dynamic environment, businesses must embrace a demand marketing engine that empowers them for the long haul. If you find yourself yearning for transformation, uncertain of where to begin, we invite you to embark on this journey with us. Let us guide you towards a future where consistency, growth, and engagement converge.

To learn more about our approach and how it can revolutionise your marketing efforts, simply get in touch.

A recent study found that companies with strong channel partner relationships see an average of 29% higher revenue growth compared to those without strong relationships. This highlights the importance of building strong relationships with potential partners in order to drive business growth.

One of the most important things when building relationships with potential partners is to understand their business. This means researching their company, their target market, and their products or services. It's important to understand their pain points and business objectives, so you can tailor your approach and show them how your company can help them achieve their goals.

Trust is the foundation of any successful partnership. To build trust with potential partners, you'll need to demonstrate your knowledge, expertise, and commitment to their success. A survey found that 84% of channel partners said trust is the most important factor when choosing a vendor to work with.

Communication is key when building relationships with potential partners. It's important to establish clear lines of communication and to respond to their inquiries and concerns in a timely manner. Make sure you are always available to answer questions and provide support.

Providing value to potential partners is another crucial step in building strong relationships. Potential partners want to know what's in it for them. To build strong relationships, you'll need to demonstrate how your company can provide value to their business. A study found that 61% of channel partners said they want vendors to help them increase their revenue.

The building relationship process is not a quick one. It takes time to build trust and establish effective communication. Be patient and take your time to understand their business, build trust, and establish effective communication.

Offering support and resources to potential partners is also a great way to build strong relationships. This might include providing training, marketing materials, or other tools that will help them promote your products or services.

Working with a partner who has experience in channel partner acquisition can also help you navigate this process and achieve success. They can help you identify the right partners, onboard them, and manage the relationships effectively.

In conclusion, building relationships with potential channel partners is a crucial step in the channel partner acquisition process. By understanding their business, building trust, communicating effectively, providing value, being patient, offering support and resources and working with a partner, you'll be well on your way to building strong, long-lasting partnerships. With statistics showing the importance of building strong relationships to drive revenue growth and increase trust, it's vital to make it a priority. If you're looking for support and guidance in providing value to your potential channel partners, contact us today.

The Partner Acquisition ebook

Our Channel Partner Acquisition eBook is your ultimate guide to building successful partnerships that will drive growth for your business. Learn how to identify, recruit and nurture channel partners, create compelling partner programmes, and measure partnership success. Download now and start building successful partnerships!

According to research by the Partner Relationship Management Institute (PRMI), companies with a formal partner performance management process see 25% higher revenue growth from their partners compared to those without one. Additionally, a survey conducted by Forrester revealed that companies with a well-defined partner performance management process are almost twice as likely to achieve their revenue goals from partners.

To manage and measure partner performance effectively, it is crucial to establish clear goals and metrics for the partnership. This includes setting sales targets, mutually agreed-upon marketing strategies, and regular performance evaluations. It's also important to establish clear communication channels and establish a single point of contact for ongoing support.

Providing partners with the necessary resources and support to be successful is also key to managing partner performance. This includes product training, sales support, and marketing materials. Regular performance feedback, both positive and corrective, is also essential to help partners identify areas where they need to improve and take corrective action.

To measure partner performance, companies should establish a system for tracking and monitoring progress. This includes monitoring sales performance, identifying key performance indicators (KPIs), and regularly reviewing performance data. This will help identify any areas where partners may be struggling and provide additional support as needed.

Underperforming partners should be addressed through a process that may include additional training, increased support, or even terminating the partnership if necessary.

Managing and measuring partner performance is a vital aspect of channel partner acquisition and management. By setting clear goals, tracking progress, and taking action to ensure that partners are meeting or exceeding expectations, companies can ensure that their channel partnerships are mutually beneficial and drive increased revenue.

Ready to start unlocking the power of your partner performance?

Maximising partner engagement

"Maximising channel partner engagement" is an essential ebook for improving sales through effective partner engagement. It offers practical tips and strategies for building strong partnerships, with real-world examples and case studies. Download it now to drive business growth.

The Green Factor: Sustainable Design and Manufacturing

The Accenture study revealing that 62% of consumers prefer purchasing from companies committed to reducing their environmental impact indicates the need for tech companies to focus on sustainable design and manufacturing processes. By using energy-efficient components, recyclable materials, and minimising waste, tech companies can set themselves apart in the market. Highlight these sustainable features in marketing materials and product descriptions to demonstrate a commitment to environmental responsibility and attract eco-conscious consumers.

Power to Save: Energy-Efficient Solutions

With the Global e-Sustainability Initiative (GeSI) stating that the ICT sector can reduce global carbon emissions by 20% by 2030 through energy efficiency improvements, tech companies should invest in developing energy-efficient solutions. These may include data centres with advanced cooling systems, low-power consumption devices, and resource-optimizing software. Emphasise the energy-saving benefits of these products and services in marketing campaigns to appeal to green-minded consumers.

Clarity Matters: Transparency on Environmental Impact

A Nielsen survey suggests that 73% of global consumers would change their consumption habits to reduce their environmental impact. Tech companies should be transparent about the environmental impact of their products and services. Sharing information on carbon emissions, water usage, and waste generated during production helps demonstrate a commitment to sustainability and allows consumers to make informed decisions.

Green Stamp of Approval: Partnering with Eco-Friendly Certifications and Standards

With a Cone Communications study revealing that 87% of consumers trust and purchase products from companies that support social or environmental issues, it's crucial for tech companies to adhere to established environmental standards such as Energy Star, EPEAT, and TCO Certified. Promoting these certifications in marketing materials can boost credibility and generate demand from environmentally aware customers.

The Art of Green Messaging: Marketing Campaigns that Resonate

The 2020 IBM Marketing Trends Report found that 78% of consumers believe brands should help them make a difference in the world. Integrating eco-friendly messaging and imagery in marketing campaigns can resonate with consumers who prioritise sustainability. Share success stories, sustainability goals, milestones, and the positive environmental impact of products and services.

Building Green Connections: Engaging with Eco-Conscious Communities and Influencers

The Influencer Marketing Hub reported that 61% of consumers rely on social media influencers to make purchasing decisions. Collaborating with influencers who advocate for green practices can amplify a company's message and reach a wider audience. Participation in online forums, social media discussions, and industry events can demonstrate commitment to sustainability and connect with potential customers with shared values.

Rewarding Green Choices: Offering Incentives for Eco-Friendly Behaviour

A Futerra survey indicates that 88% of consumers want brands to help them live more sustainably. Tech companies can encourage environmentally conscious behaviour by offering incentives such as discounts, rebates, or loyalty rewards for customers who choose eco-friendly options. Implement trade-in programs that reward customers for recycling their old devices or provide discounts on energy-efficient upgrades.

The Power of Knowledge: Educating Customers on Eco-Friendly Tech

A study by the Capgemini Research Institute shows that 66% of consumers consider sustainability when making a purchase decision. Tech companies can tap into this mindset by providing resources and information on the benefits of eco-friendly technology. This includes discussing energy conservation, waste reduction, and the long-term financial advantages of sustainable solutions. Develop educational content, such as blog posts, infographics, webinars, and whitepapers, to help customers understand the value of eco-friendly tech and how it contributes to a greener future.

Conclusion

In today's environmentally conscious market, tech companies must adapt their demand generation strategies to align with the values of green-minded enterprise customers. By emphasising sustainability in product design and manufacturing, offering energy-efficient solutions, providing transparency on environmental impact, partnering with eco-friendly certifications and standards, incorporating green messaging in marketing campaigns, engaging with eco-conscious communities and influencers, offering incentives for eco-friendly choices, and educating customers on the benefits of eco-friendly tech, companies can attract a growing segment of eco-conscious consumers and drive demand for their sustainable products and services. By doing so, tech companies not only contribute to a greener future but also position themselves as leaders in the ever-evolving, environmentally responsible technology landscape. Embracing this green shift is not only essential for the planet but also a smart business move, as it resonates with the values of an increasingly eco-aware customer base.

The global downturn has changed the way buyers and sellers interact, and marketers must adapt to these changes and adopt new approaches to capture the attention and dollars of buyers. While some companies may choose to scale back during tough economic times, marketers must drive demand using smarter strategies that rely on data to focus their investments on a full-funnel, always-on approach.

A data-driven, full-funnel account-based marketing (ABM) strategy allows marketers to gain a better understanding of shifting buyer behaviours and priorities, and to deliver content that resonates with the needs of their audience. According to Gartner, the typical buying group for a complex B2B solution involves six to ten decision-makers, each with their unique perspective and priorities.

Marketers can leverage data from customer relationship management systems, marketing automation platforms, and content channels to create customised ABM campaigns that deliver personalised content throughout the buying journey. Here are three ways in which data can boost the efficiency of ABM:

Identify the Accounts Most Likely to Buy

Data is crucial in understanding which accounts are actively in-market and who within these accounts is engaging with relevant content and messaging. B2B research and historical engagement provide valuable information on the topics that are most important to the accounts. For example, A recent research study on the purchase decisions surrounding cloud-based solutions for the retail industry found a surge in demand for omnichannel retail technology. This data highlights the importance of offering a seamless shopping experience across all channels, both online and offline, for retailers. This can provide a new opportunity for marketers to target this audience with tailored solutions to help retailers streamline their omnichannel operations and increase customer satisfaction.

Personalise the Buyer Experience

Up to 90% of the buyer's journey is complete before a prospect reaches out to a salesperson, and effective marketers engage with their prospects throughout the entire funnel. Data stored across multiple solutions can be used to create personalised content that speaks to the challenges and needs of each decision-maker at every stage of the buying journey. This allows for more personalised messaging and content to maximise account engagement and drive higher account engagement through a persistent presence in the market.

Uncover Pipeline and Revenue Impact

Teams can better understand account development by analysing engagement and pipeline-impact data. Instead of focusing on vanity metrics such as impressions, open rates, site visits, and downloads, prioritise data points such as changes in pipeline volume, velocity, and measurable account value. These insights allow for a data-driven approach to campaign optimisation that generates more revenue from target accounts, improves the ROI of marketing efforts, and increases win rates through more relevant and personalised marketing content for target accounts.

A full-funnel ABM strategy powered by data enables marketing teams to work smarter during difficult economic periods. With data-driven insights, marketers can effectively adjust their strategies and tactics in response to shifting buyer priorities and set their organisation up for success in a challenging market.

At Quantum Marketing Group, we believe in delivering results, not just services. Our team of marketing experts will work closely with you to deliver measurable outcomes that help you achieve your marketing goals. Whether you're looking at maximising your ABM strategy, generating leads, or increasing your customer engagement, we are here to help.

How to drive profit from Account-Based Marketing The main reason why ABM has caught the imagination of the marketing community is simple: it’s proven to deliver results. With it comes the ability to deliver more meaningful and relevant messages that are tailored to a precise audience. But then you already knew that. What you possibly don’t know so well are the key factors behind a successful ABM programme, or the main pitfalls to avoid.

At least until you opened this ebook…

One of the main reasons MQLs don't convert is due to poor lead nurturing. MQLs are usually found at the top of the sales funnel, which means they have only shown interest in your product or service through their interactions with your marketing efforts. They are not yet ready to make a purchase decision and need to be nurtured and guided through the rest of the sales funnel. Proper lead nurturing requires targeted content, personalised communication, and tailored offers. If this is not executed correctly, MQLs may never convert into sales.

Another factor that contributes to MQLs failing to convert is a lack of alignment between marketing and sales teams. Marketing should generate MQLs that are relevant, qualified, and ready to be handed off to sales. Sales should then be equipped to handle these leads and move them through the sales process. If there is a lack of alignment between marketing and sales, MQLs may slip through the cracks and never convert into sales. Unfortunately, this scenario is common, with only 25% of MQLs converting into sales opportunities, according to LeadSpace.

Insufficient follow-up is another reason MQLs fail to convert. Once a potential customer is handed off to the sales team, it is the responsibility of the sales representative to follow up and move them through the sales process. This often requires phone calls, emails, and face-to-face meetings. If follow-up is not done in a timely and consistent manner, the potential customer may lose interest or go elsewhere. Hubspot reports that 35-50% of sales go to the vendor who responds first.

One issue that is often overlooked is that MQLs that are not highly qualified will be ignored by the sales team, who will concentrate their efforts on leads that require less nurturing. In many cases, salespeople do not have the means to properly nurture the leads to the point where they are ready for a conversation. This can result in MQLs being discarded or ignored, leading to a waste of valuable marketing resources.

To ensure that your MQLs convert into sales, it's essential to focus on lead nurturing, alignment between marketing and sales teams, and effective follow-up. Lead nurturing involves educating potential customers and guiding them through the sales funnel by providing them with relevant information and personalised communication. Aligning your marketing and sales teams is crucial to ensure MQLs are being generated and handled efficiently. Effective follow-up is equally important, as it keeps the sales representative in contact with the potential customer and maintains their interest in your product or service.

In conclusion, to avoid the common scenario of MQLs failing to convert, it's important to understand the reasons why it happens and to focus on lead nurturing, alignment between marketing and sales teams, and effective follow-up. It's also crucial to acknowledge the issue of unqualified MQLs being ignored by sales teams and to address it through proper lead nurturing and sales team training.

If you're struggling with your sales pipeline, consider reaching out to Quantum Marketing Group. Our team of experts will work with you to develop a comprehensive lead nurturing strategy that will help you generate sales appointments. We'll help you align your marketing and sales efforts

The Psychology Behind Gamification: Unleashing the Power of Play

Gamification leverages the innate human desire for competition, achievement, and enjoyment. By incorporating game mechanics such as points, badges, and leaderboards into marketing campaigns, tech companies can encourage their target audience to engage with their brand, complete desired actions, and share their experiences with others. This not only propels demand generation but also nurtures brand loyalty and advocacy.

Gamification in Action: Celebrating Success Stories

1. Microsoft's Ribbon Hero In 2010, Microsoft unveiled Ribbon Hero, a gamified learning application designed for Microsoft Office users. The game enticed users to complete various tasks using the software's features, earning points and unlocking achievements in the process. Ribbon Hero successfully generated interest in Microsoft Office, boosting user engagement and encouraging product adoption.
2. Cisco's myPlanNet Cisco introduced myPlanNet, a social media game aimed at educating players about the company's networking solutions. Players managed a virtual telecommunications company, making strategic decisions and vying against other players for market share. myPlanNet effectively generated substantial interest in Cisco's products, showcasing the potential of gamification as a demand generation tool.

Gamification Strategies for Tech Companies: Tips and Techniques Utilise Social Media Platforms

Social media platforms like Facebook, Twitter, and Instagram offer excellent opportunities for tech companies to deploy gamified marketing campaigns. These platforms enable users to share their achievements, compete with friends, and interact with the brand, fostering a sense of community and driving demand. Develop Engaging and Interactive Content

To maximise the potential of gamification, tech companies should focus on producing engaging and interactive content that incites users to participate actively. This could encompass quizzes, puzzles, challenges, or virtual simulations that demonstrate the features and benefits of the company's products.

Offer Incentives and Rewards

Incentives and rewards play a crucial role in the success of gamification campaigns. Tech companies should provide tangible rewards, such as discounts, free trials, or exclusive content, to motivate users to participate and share their achievements with their social networks.

Track and Measure Success

Measuring the success of gamification campaigns is vital to identify areas for improvement and refine future efforts. Tech companies should monitor key performance indicators (KPIs) such as engagement rates, conversions, and social media shares to evaluate the effectiveness of their gamified marketing strategies.

Gamification Challenges and Considerations

While gamification boasts immense potential as a demand generation tool, tech companies should also be mindful of potential challenges and considerations. For example, it is imperative to ensure that gamification elements align with the company's brand values and messaging. Additionally, companies should consider their target audience's preferences and behaviours to create campaigns that resonate with them. Striking a balance between challenge and reward is also essential to maintain user interest and prevent frustration. Lastly, tech companies should be mindful of user privacy concerns and ensure that any data collected during gamified campaigns is handled securely and transparently.

The Future of Gamification in Tech Marketing

The future of gamification in tech marketing appears exceptionally promising. As new technologies such as virtual reality (VR), augmented reality (AR), and artificial intelligence (AI) continue to evolve, the opportunities for creating immersive and engaging gamified experiences will only multiply. Tech companies can leverage these advancements to design highly personalised and interactive campaigns that captivate users and drive demand generation.

Moreover, the rise of mobile gaming and the increasing popularity of casual games present exhilarating opportunities for tech companies to integrate their products and services into these platforms. By partnering with game developers or creating branded games, tech companies can tap into the vast audience of mobile gamers and generate interest in their offerings.

Conclusion

Gamification represents a powerful and innovative approach to demand generation that has proven highly effective for tech companies across the industry. By tapping into the power of play and creating engaging, interactive, and rewarding experiences, tech companies can capture the attention of their target audience and drive interest in their products and services. As technology continues to advance and the possibilities for gamified marketing strategies expand, the future looks bright for tech companies that embrace this playful approach to demand generation.

Authenticity and Trust: The Key to Success

ExpertVoice's study reveals that micro-influencers have 22.2 times more conversations about product recommendations than the average consumer. Micro-influencers are perceived as more authentic and relatable than their macro counterparts, due to their closer relationship with their audience. This fosters a sense of trust, making their product recommendations more effective. Tech companies can leverage this credibility by partnering with micro-influencers who share genuine experiences with their products, driving demand through word-of-mouth marketing.

Identify micro-influencers who share your company's values and are genuinely interested in your products. Encourage them to create authentic content that showcases their experience with your offerings.

Niche Targeting: Precision Matters

A study by Markerly found that micro-influencers with 1,000 to 10,000 followers have a higher engagement rate (2.4%) than those with 10,000 to 100,000 followers (1.7%). Tech companies often cater to niche markets, making it essential to target specific audience segments effectively. Micro-influencers tend to have a more focused follower base, allowing tech companies to reach their desired audience with greater precision. Partnering with micro-influencers who are knowledgeable about specific technologies or industries can help tech companies showcase their products' unique features to a receptive audience.

Research micro-influencers who have expertise in your niche market or industry. Collaborate with them to create targeted content that highlights your products' unique selling points to their audience.

Cost-Effective Marketing: Maximise Your Budget

According to a survey by Digiday, the average cost per Instagram post by micro-influencers ranges from £137 to £229, whereas macro-influencers charge upwards of £1,500. Working with micro-influencers is often more cost-effective than partnering with macro-influencers or celebrities, who typically demand higher fees. This cost advantage enables tech companies to collaborate with multiple micro-influencers, diversifying their marketing efforts and expanding their reach.

Allocate a portion of your marketing budget to micro-influencer partnerships. Experiment with different influencers to find the best fit for your brand and target audience.

Increased Engagement: Drive the Conversation

As per a study by Mobile Marketer, micro-influencers drive 60% higher engagement rates compared to macro-influencers. Micro-influencers' more intimate relationship with their followers often results in higher engagement rates. This increased engagement can drive conversation and interest in your tech products, ultimately nurturing demand. By working with micro-influencers, tech companies can create buzz around their products and encourage potential customers to take action.

Encourage micro-influencers to create interactive content that fosters engagement, such as polls, Q&A sessions, and giveaways.

Scalability: Grow with Your Influencer Partners

Influencer Marketing Hub reports that 28% of marketers consider influencer marketing to be the fastest-growing customer acquisition method. Micro-influencer partnerships offera scalable demand generation strategy for tech companies. As your company grows, you can expand your micro-influencer partnerships to reach new audience segments and tap into emerging markets. By continuously monitoring the performance of your collaborations, you can refine your approach and optimise your demand generation efforts.

Regularly evaluate the success of your micro-influencer partnerships by tracking key performance indicators (KPIs), such as engagement rates, conversions, and return on investment (ROI). Adjust your strategy based on these insights to maximise demand generation.

Long-term Relationships: Build Lasting Connections

According to a study by Mediakix, 89% of marketers believe that the ROI from influencer marketing is comparable to or better than other marketing channels. Developing long-term relationships with micro-influencers can lead to sustained demand generation for tech companies. As these influencers grow their audiences and influence, the benefits of the partnership can increase over time. By nurturing long-term collaborations, tech companies can establish brand loyalty and maintain a consistent presence in their target markets.

Invest in long-term partnerships with micro-influencers who consistently deliver results. Foster strong relationships by offering incentives, support, and opportunities for growth.

Content Diversity: Fresh Perspectives for Your Brand

Micro-influencers are often known for their creativity and unique content styles. By partnering with diverse micro-influencers, tech companies can showcase their products and services from different angles, keeping their marketing efforts fresh and engaging. This content diversity can help capture the attention of various audience segments and drive demand generation.

Seek out micro-influencers with diverse content styles and creative ideas. Encourage them to develop content that highlights different aspects of your products and services, appealing to a wide range of potential customers.

Conclusion

Micro-influencers offer a scalable and cost-effective demand generation strategy for tech companies, particularly those targeting niche markets. By partnering with micro-influencers who are authentic, knowledgeable, and engaged with their audiences, tech companies can leverage trust, niche targeting, cost-efficiency, increased engagement, scalability, and long-term relationships to drive demand for their products and services. As the influencer marketing landscape continues to evolve, tech companies that adopt a forward-thinking approach and embrace micro-influencer partnerships will be better positioned to succeed in an increasingly competitive market.

To ensure success, companies must adopt best practices for channel partner acquisition. This includes identifying potential partners, building relationships, onboarding new partners, managing and measuring partner performance, and continually evaluating the partner roster.

One of the first steps in channel partner acquisition is identifying potential partners. This includes researching potential partners, assessing their fit with your company, and evaluating their market reach and potential to drive sales. According to research by PR Newswire, companies that invest in market research and partner selection see a 20% higher return on investment compared to those that don't.

Once potential partners have been identified, companies must work to build strong relationships with them. This includes establishing clear communication channels, providing support and resources, and working together to set and achieve mutual goals.

A study by Forrester Research found that companies with strong partner relationships see a 20% higher return on investment compared to those with weaker relationships.

Once a partnership has been established, it's important to onboard new partners effectively. This includes providing product training, sales support, and marketing materials. It's also important to establish a single point of contact for ongoing support and ensure that partners understand the terms and conditions of the partnership.

Managing and measuring partner performance is also crucial to the success of channel partner acquisition. This includes setting specific objectives, monitoring progress, and taking action to ensure that partners are meeting or exceeding expectations. According to PRMI, companies with a formal partner performance management process see 25% higher revenue growth from their partners compared to those without one.

Finally, it's important to continually evaluate the partner roster and identify opportunities for improvement. This includes assessing the performance of existing partners and identifying opportunities for new partnerships.

According to a study by Accenture, companies that regularly evaluate their partner roster see a 25% higher return on investment compared to those that don't.

By following these best practices for channel partner acquisition, companies can ensure that their channel partnerships are mutually beneficial and drive increased revenue. Want to take your partner acquisition efforts to the next level? Get in touch.

Our Channel Partner Acquisition eBook is your ultimate guide to building successful partnerships that will drive growth for your business. Learn how to identify, recruit and nurture channel partners, create compelling partner programmes, and measure partnership success.

Download now and start building successful partnerships!

Pitfall #1: Don’t use ABM exclusively to land new logos.

Account-based marketing, when proactively focused on new accounts and winning those coveted marquee ‘new logos’, may seem like the fastest path to big rewards. In reality however this approach traverses unknown territory, and bypasses a whole category of key accounts that are easier to convert and often more lucrative: your existing customers.

Pitfall #2: Don’t assume that ABM is inherently complex, expensive, and too slow to yield tangible benefits.

There’s ‘previous’ when it comes to this assumption: ABM, as it was practiced years ago, demanded big marketing teams, big budgets, and lots of time. Today however, given modern technology, this view of ABM is only true if you want it to be – a perfect example of a self-fulfilling prophecy. That’s why we recommend starting small with the existing technology you already have, and only then scaling after success has been achieved.

Pitfall #3: Don’t get “loud and proud” about your team’s devotion to key accounts.

Personalisation works because every prospect and customer wants to believe they’re your number one priority. That’s why when you do achieve success it works to keep your celebration relatively muted. Otherwise it’s an easy for other customers to come to the conclusion that they don’t matter as much to you. Or put another way, work hard to ensure everybody gets to continually feel the love!

Pitfall #4: Don’t give sales the key to the ABM machine — then find yourself in the back seat.

Sounds like ABM success principle #2 turned inside out right? Not entirely: while ABM is totally dependent on creating alignment among sales, customer service, and marketing teams, it still takes an equal and concerted effort by all involved. In a SiriusDecisions study of B2B sales (of all buyer interactions at all stages of buying), 51% were marketing-led and 49% sales-led. In other words it’s vital to make sure that responsibility, accountability, and credit are shared among all three teams.

Pitfall #5: Don’t assume silver-bullet technology solutions will make your ABM programmes effective.

Evidence alone points to the fact that many marketing technology solutions are innovative, efficient, and highly effective problem-solving tools. However, there are still those that turn out to be dead weight investments bolted onto increasingly unwieldy marketing tech stacks. A useful way to assess a solution is to remember that, in essence, technology amplifies an existing process. If your process is good, the right technology will make it better. If your process is bad — technology is not going to save it.

75% of marketers say they currently use at least one type of marketing automation tools. Making automation tools accepted by most marketers

ABM, done well, can transform B2B companies from being product pushers to account champions. That ultimately is why why account-based marketing works. With the right strategy and the right technology in place, ABM can support all aspects of your strategy from brand awareness and demand generation, through to customer retention and expansion.

At the same time, it also inspires greater alignment and collaboration between all customer-facing teams. And because of this concerted focus on individual accounts, success measurements are simplified and based on the impact to your company’s overall objectives – rather than the achievements of siloed, disconnected teams.

Best of all, it puts your key customers front and centre, which is exactly where they should be.

How to drive profit from Account-Based Marketing The main reason why ABM has caught the imagination of the marketing community is simple: it’s proven to deliver results. With it comes the ability to deliver more meaningful and relevant messages that are tailored to a precise audience. But then you already knew that. What you possibly don’t know so well are the key factors behind a successful ABM programme, or the main pitfalls to avoid.

At least until you opened this ebook…

This new generation of B2B buyers are digital natives, and as such, marketers must deliver an outstanding online experience to connect with them, meet their expectations, and turn them into customers.

In particular, they're used to getting highly personalised content and offers from consumer brands in their personal lives. So they expect the same level of personalisation from vendors they interact with at work.

Yet, it's not just a matter of picking up the phone and making one-to-one sales calls. With 59% of B2B buyers preferring to research online instead of interacting with a sales rep, you need to deliver a highly personalised experience through various digital channels to build relationships with your prospects.

What's Hyper-Personalisation in B2B Marketing?

Hyper-personalisation involves using big data and customer information (e.g., company size, location, industry, buyers' job titles, the content they engage with, where they're in the buyer journey, contextual data, online behaviours, buying team dynamics, etc.) to deliver highly targeted content, product recommendations, and offers that'll help accelerate the sales cycle.

A hyper-personalisation strategy considers all the interactions a buyer has with your company and uses the information to complement demographic, psychographic, and firmographic data.

It's supported by a customer data management (CDM) platform that can compile customer information collected from all channels in real-time. You can then develop a 360-degree customer profile to drive your tactics, such as determining the specific content and offers delivered to each customer.

The Benefits of Hyper-Personalisation in B2B Marketing

Even though many B2B marketing activities are now online, it doesn't mean that fostering personal relationships with your customers isn't essential. In fact, building trust with your audience is more critical than ever.

Hyper-personalisation allows you to create meaningful content that resonates with your prospect's pain points and addresses their challenges. You can also deliver highly targeted information based on their real-time interactions with your brand to accelerate them down the sales funnel.

Not to mention, McKinsey & Company found that personalisation can reduce customer acquisition costs by 50%, increase revenues by 15%, and improve the efficiency of marketing spend by 10 to 30%.

Applying Hyper-Personalisation To B2B Marketing Strategies

Hyper-personalisation can enhance the effectiveness of various B2B marketing approaches, such as ABM (account-based marketing,) demand generation campaigns, and intent-based marketing.

With the help of AI-driven technologies, such as machine learning and predictive analytics, you can analyse a large amount of customer data and leverage the insights to optimise your pipeline.

Before applying hyper-personalisation at individual touchpoints, you should create buyer personas and examine the various stages of the buyer's journey so you can deliver the right message in the right place and at the right time.

In addition, set up marketing automation technologies to ensure that the insights are seamlessly executed across all channels. This will help you create a consistent omnichannel customer experience to build trust and accelerate the sales cycle.

Website Personalisation

Combine customer data from your CDM platform, such as preferences, industry, location, roles, purchase history, etc., with real-time browsing behaviours to deliver content or product recommendations that are most relevant to your website visitors.

You can also create a personalised content portal for registered users or customers. Not only will you be able to share highly relevant content and cultivate loyalty, but you can also learn about their preferences through their interactions with the information.

Use calls-to-action tailored to the visitors' customer lifecycle stages to effectively move them along the purchasing path, for example, by promoting a webinar to visitors in the awareness stage and directing prospects in the consideration stage to a product comparison chart.

In addition, you can use IP recognition technology to link visitors' IP data to companies and industries. This allows you to show relevant content and increase engagement even if the visitors aren't registered.

Email Marketing

Email personalisation can result in a 29% higher unique open rate and a 41% higher unique click rate compared to non-personalised campaigns. To effectively implement email personalisation, integrate a CDM platform with your CRM system so you can use 360-degree customer profiles to enhance your email strategy.

Ensure your data is current and verify that the leads come from real businesses. You can also cross-check prospects' information against public sources such as LinkedIn or use third-party data sources to enrich customer profiles.

Besides segmenting your list based on firmographics (e.g., industry, job title and role, purchasing power, and company size), you should also set up automated campaigns triggered by specific behaviours to send out highly relevant content based on prospects' interaction with your brand.

With the in-depth insights you glean from the recipients' interactions with the email content, you can identify prospects exhibiting high purchase intent to conduct one-to-one follow-up.

Targeted Online Advertising

Social media and online advertising platforms are highly effective channels for delivering a hyper-personalised experience because you can tap into a large amount of user data and various audience segments to target your content or promotions.

For example, LinkedIn sponsored post allows you to target ads based on job title, role, interest, company name, company size, industry, location, and more. You can also use contact targeting to reach prospects that are already on your email list.

In addition, use retargeting ads on search engines and social media platforms to deliver the right content based on the interactions that each prospect has with your content (e.g., product page visited), so you can stay top of mind and facilitate conversions.

Conclusion

Hyper-personalisation techniques help B2B marketers leverage both customer information and Big Data to enhance existing strategies, such as ABM, while using buyer intent data to identify high-quality prospects and shorten sales cycles.

There are many moving parts when it comes to implementing technologies to support hyper-personalisation, such as data collection, analytics, automation, and more. Working with an experienced partner can help you effectively integrate the right tools into your B2B marketing strategy and maximise ROI. Get in touch to see how we can help.

You might think that it couldn't hurt to go through the motions of ABM for every account, and that's certainly your prerogative. But you may get in deeper with financial and time investments than you are able to give. No one likes to quit midstream, so it's a good idea to do some fundamental discovery about ABM before launching gung ho into something that may be better off waiting until a more opportune time, if at all, for each customer.

ABM Simply Isn't a Good Idea for Everybody

ABM isn't a numbers game. At least when it comes to customer volume. It focuses on quality, not quantity. It's not just another demand gen initiative to fill a pipeline with leads. ABM is very focused, very specific. And sometimes companies don't either have the appropriate resources or customers to launch it, let alone maintain it for the long run. You need high-value accounts with clearly defined contacts in order to make ABM work at any level.

Count Your Resources Before Making the Leap

ABM requires significant investment if you do it right. You need to continually tailor messaging and offers to the appropriate contacts at your high-value accounts. Devoting a substantial amount of time to just one client can be all consuming, so imagine what happens when you have several ABM potentials. Investing in people to operate the ABM program is also an expense if you are working with just a basic marketing team.

ABM requires that Marketing and Sales work together at all times, so there's no real downtime to direct your marketing team to other programs. ABM is a full-on commitment, and you need to understand the scope of it in terms of finances and people investments before you launch, and there's no going back without complications.

Sales and Marketing Must Work Together

In past scenarios, marketing would work hard on programs to generate leads which would then be turned over to the sales department. However, ABM works with a different twist. Marketing and Sales work together to target individuals at the customer level. Never before has there been such close collaboration between the two departments. And never before has customer information been held by one group exclusively.

Marketing may be responsible for messaging, but in ABM, the content is significantly individualised, and Sales can bring the specialised information to the table to be appropriately disseminated. If your organisation is still standoffish about the two groups working so closely together you may want to postpone an ABM initiative at least until they can play well together in the marketing sandbox.

Your Business May Not Be at the Right Stage

Just because you love the idea of rich profitability usually associated with Account Based Marketing, doesn't mean you should start counting the wins. Your company may not be ready for such a leap, and there are a few ways to tell if this is so. For example, if you're still at the product fit stage, you're probably not a candidate for ABM. Also, if you have low average deal values, ABM is probably not your thing. And if you don't have a fully functioning marketing department in your organisation, you'll want to hold off on ABM until you can beef up your resources.

Think in Terms of Marathon, Not Sprints

Clearly, ABM requires investments of all sorts in your organisation. But the lure of relatively easy revenue can blind some to the efforts required to launch successfully. But launching is just the beginning. You have to think in terms of long run strategies because ABM isn't a set-it-and-forget-it proposition. From the moment you engage with your first ABM client, you enter into a commitment that requires input from you at the appropriate times throughout the life of the customer relationship.

Not sure if Account Based Marketing is for you? Contact us, and we'll help you define requirements and investigate your resources to determine if starting ABM now is a good idea. It may be that you're not quite ready, but we can help you get there so you, too, can start enjoying all the lucrative benefits of an ABM program.

How to drive profit from Account-Based Marketing The main reason why ABM has caught the imagination of the marketing community is simple: it’s proven to deliver results. With it comes the ability to deliver more meaningful and relevant messages that are tailored to a precise audience. But then you already knew that. What you possibly don’t know so well are the key factors behind a successful ABM programme, or the main pitfalls to avoid. At least until you opened this ebook…

So, if the idea behind ABM is to target the best accounts, then how do you decide which of those accounts to include in your marketing efforts. We have some proven tactics on that so let’s get started. Let’s build your list.

You can’t always get what you want, but you get what you need.

Most B2B companies have a wish list of businesses they want to add to their client roster. Everybody likes some killer brands in the stable. But—and this may be hard to walk away from—those brands may not ever be viable customers for your products and solutions. And they may not be close to making any buying decisions. Walking away for now is probably the smartest thing. You can always come back later if circumstances change.

Define your objectives and you’re halfway there.

Each business will have different criteria for selecting its ABM accounts. It really hinges on what the company’s goals are. Some may want to focus on account tiers with high value and others go the key verticals route. Some even blend their ABM initiative into established demand generation work. But before those decisions are made, it’s smart to define your perfect account profile based on overall objectives from acquisition to buyer retention.

Targeting is a group decision

Account based marketing only works if sales and marketing work together. Both groups will have significant roles and bring different perspectives to the table, especially during discussions of the merit of individual businesses to target. Each company will have different selection criteria but the following are some standard qualifiers when putting together an ABM list:

• High yield: Identify top revenue generators and their characteristics. They are likely to result in larger than average deals and generate substantial long term revenue.
• Profitability: Look for accounts that match your best buyer profile and select those existing buyers with cross-sell/upsell potential. You’ll realise the highest revenue and greatest lifetime value.
• Product fit: Companies with needs that line up with your products are most likely to buy from you.
• Quick wins: Accounts with a short purchase decision process due to size and structure generate quick revenue.
• Territory: It’s easy to load the sales pipeline if you look for accounts in specific areas of the country as they align with sales support.
• Competitors: Feeling bold? Pursue companies using competing products and if your competitors are doing well with certain types of companies, consider targeting that profile too.
• Leveraged data: Tap into sales and marketing data to identify trends, history, CRM data, territories—all of which will help identify appropriate accounts to target.

Identifying target accounts is critical for account based marketing. The name says it all. And this process shouldn’t be taken lightly because it is where you will invest resources in the financial and people areas. In former times, choosing targeted accounts probably involved a smoke filled room of salespeople using only their gut feelings, opinions from others and maybe some sales data from their CRM solution.

Now sales and marketing employees can tap into Artificial Intelligence based profiles to dramatically speed the target selection process. The relevant data will also provide insights faster than any human processing so communicating with targeted accounts quicker also cuts down the time to more revenue.

Predictive marketing analytics tools can then utilise the data to optimise AI solutions for scans of account lists highlighting commonalities and, eventually, a suggested targeted account list.

Make prioritisation a priority

Identifying your account list doesn’t mean that you blanket them all the next day with communications. You’ll want to prioritise the list to determine which accounts to pursue first. Choose no more than five lists at first while you’re still getting acclimated to ABM. You don’t want to overwhelm your teams and it will also be easier to track successes and maximise ROI.

It will feel natural for you to go after accounts that are most relevant to you in terms of understanding the buyer’s journey and that you have already developed content for support. Intent data can also shed some light on new activity in dormant accounts which may raise their priority. Automated sales alerts can serve as alarm bells for quick contact with target accounts too.

ABM is not a new concept but the tools available today help marketing and sales teams make informed decisions that generate more revenue and create long-term customer relationships for the business.

ABM: See More ROI Than With Any Other Marketing Strategies

Why spend marketing budget to blanket the market when you know which type of companies are potential customers? Account-based tactics put you in front of key decision-makers so that you can nurture and increase sales and revenue. Why not become more focused on your marketing efforts by using account-based marketing?

What happens next? Many tech companies disappear altogether. Tech firms have the highest failure rates among all startups and only a quarter of venture-backed companies ever return cash to investors.

It’s a little different for established companies that launch new products. While they may be able to survive a marketing miss, it’s typically an expensive undertaking. The list of products launched that never caught on is long – even from the tech giants. Google Glass, the Facebook phone, Windows RT tablets, and Samsung’s voice assistant Bixby are all history.

Why do the majority of startups or product launches struggle? While the result may be a lack of cash flow or revenue, the underlying cause is the lack of product-market fit. According to Failory, marketing problems account for 56% of failures.

In many cases, it’s because companies never took the time to explain the product or service in a way that customers understood the value. It’s only when people understand the need that they will think about buying.

Stop selling the what. Start selling the why.

It’s the why that creates demand.

Selling the Why

It’s a simple question: Why do I need this product or service?

Answering that question for the customer is, of course, is a bit more complex.

Marketing efforts in new categories have to focus on explaining the need and fuelling the desire. Specific branding and messaging can come later after the need is firmly established. You must sell the vision before the product.

For B2C and B2B customers, you must explain why they need your product or service and the benefits they get. This takes a customer-centric approach to everything you do to fulfil their needs and offer solutions.

Nobody wants to buy a product. What they want is a solution to their problem. Will this product make their life easier? Will it solve a problem or make their business more productive or profitable?

While it’s important to create ideal customer profiles and strategies to fill your sales pipeline, none of it matters if there isn’t a demonstrated need for what you’re selling. Some of the best tech marketing campaigns follow a fairly simple formula:

1. Find the pain: Showcase the problem and the pain it causes.
2. Ease the pain: Show how your product or service solves the pain
3. Showcase your unique selling proposition (USP)

This explains clearly to customers how your products solve their problems and why they should do business with you rather than anyone else.

When you build your marketing campaigns, these efforts should also answer three specific why questions for customers..

The Three Whys of Marketing

Customers want an answer to these questions:

1. Why do I need your product or service?
2. Why should I buy from you?
3. Why should I trust you?

Let’s discuss.

Why Do I Need Your Product or Service?

Problems come in all shapes and sizes. With tech products, many customers may not even know they have a problem that needs to be solved until you tell them. Most successful solutions involve fulfilling functional needs, such as:

• Saving time
• Reducing costs
• Reducing effort
• Making money
• Simplifying processes
• Protecting your assets

Some problems are obvious. I can’t imagine anybody wants to buy toilet paper, but we know why we do. When your product or service fulfils a basic need, you can easily establish the why. For other products, it’s not so simple. You must first frame the problem and then show how you can solve it.

Why Should I Buy from You?

You’ve highlighted the pain and showed potential customers that there’s a solution available. Next, you need to answer why they should buy from you rather than your competitor.

There are a lot of similar products out there with the same basic features and functionality. As soon as someone develops a successful digital platform or tech product, there are hundreds of competitors with similar products on the market.

This requires you to craft a USP to quickly and clearly distinguishes you from your competitors.

Since you’ve already helped potential customers see a need or problem that needs to be solved, if you can’t separate yourself from others, all of your work may just lead to someone else closing a sale.

This is especially important in a crowded tech marketplace. And, it’s crowded out there. There are more than 525,000 software and IT companies in the U.S. alone and that doesn’t include hardware manufacturers and anything else in related industries.

Why Should I Trust You?

In marketing and sales, risk mitigation is a big part of the equation. Once you’ve established why people need what you’re selling and convinced them that your product can help, you must gain their trust.

Ever see a tech gadget that you think is really cool, but it comes from a company you’ve never heard which made you nervous about buying it? Would you have felt differently about purchasing if it came from Apple, Microsoft, or IBM?

We bet you would. So would we.

Established tech companies with long-standing reputations have built their credibility over time and created trust with consumers. While not every tech creation these companies produce will be a breakthrough product, customers have more confidence when making purchase decisions.

If you’re looking for a CRM to drive your sales pipeline, there’s reduced risk in choosing Salesforce, HubSpot, SAP, or rising CRMs such as Pardot or Zoho. Yet, there are thousands of other CRMs on the market. If you’re one of them, you’ve got to establish credibility and answer the big question: why should I trust you?

Without trust, sales rarely happen.

The Key to Growing Sales and Building Brands

Building tech brands and growing sales is a challenge. When you establish why someone needs to solve a problem, why they should buy from you, and why they should trust you, you’ve significantly increased odds in your favour.

It’s all pretty personal.

The very nature of account-based marketing is personal. You want to get as close

to business contacts as you can so you understand their current and future needs and how your company can slide in as a valued provider. You’ll want to continue to nurture the fundamentals of your customer businesses as before. But an at-scale account-based marketing program requires you to explore customer information to greater results.

You may want to cluster accounts by which stage they’re occupying in your account pipeline. This lets you keep an eye on unengaged accounts, nurture tender fresh leads, up-sell and cross-sell existing customers and also push existing accounts into long-term customers. Just remember to adjust the amount of staffers to accommodate the larger sized marketing initiative.

You’ll also want to beef up communications with your sales team. They’re the ones closest to customers and will work with you to develop specific targeted campaigns.

Celebrate all the wins along the way.

People can get impatient while a campaign runs its course. It’s like opening a window in a steamy bathroom. You just can’t let things take their natural path; you feel the need to quickly clear the condensation and get on with your grooming.

The very nature of account-based marketing is longer and more drawn out, so it’s a productive tactic to mark the positive steps during campaigns. Did you just sign up a team of influencers at a long-term client? Great! Let sales and marketers join in the success. Events like these that don’t directly add to sales totals do have a part in generating revenue and should be noted appropriately.

Implement dynamic content

We all know the “content is king” meme popular for many marketing years. And lots of us have gotten lazy by believing that content is a “set it and forget it” proposition. The only content worth investing in is dynamic content which has a life and energy of its own.

Even though your content belongs to you, it is crafted specifically for your customers, and there are several ways to make it happen. You should start by customising the obvious: name and email address. Then you’ll want to include content written to a customer’s current needs. Promises to keep content current will keep customers returning to your site for updates on a regular basis,

Demand generation metrics and account-based metrics

They’re close but not exact; demand gen and account-based metrics. One of the trickiest pieces of the account-based initiative is getting out of the standard lead generation mindset. Account-based selling is the absolute opposite of shooting out a sale with each qualified lead in the pipeline.

Your account-based marketing progress will have different points of interest and activity, so you’ll need to look at the timeline differently from regular lead activity. are some fundamentals with lead generation which will be consistent components but be sure to build and operate a double-funnel model with a variety of lead sources along the timeline.

Does this mean the end of spray and pray?

Did we just say that? That phrase is so ancient, yet in some cases, marketers not only still say it, they still believe it. So maybe the best way to scale account-based marketing is to learn the fundamentals of the basics first, then customise.

​ABM Styles: Which OneWorks for Your Enterprise ​Standard inbound marketing tactics like marketing automation, social media, lead nurturing and content are perfect for situations when you’re trying to appeal to one decision-maker. And if you repeat your tactics, you’re bound to reel in at least some leads. But what about more complex sales within an enterprise? Account-based marketing is the best approach but which style will work best for your business?

On November 3, 2020, California voted to approve Proposition 24, a ballot measure that creates the California Privacy Rights Act (CPRA). CPRA amends and expands the CCPA and will take effect on January 1, 2023.

What are CCPA and CPRA?

CCPA allows California consumers to request a company to show the information it has collected about them and all the third parties with which the data is shared. The law also allows consumers to sue organisations that have violated the privacy guidelines, even if no data breach has occurred.

Sensitive data covered by CCPA include personal identifiers (e.g., name, SSN, address, etc.,) commercial information, biometric data, internet or other electronic network activities, geolocation data, professional or employment-related information, education information, and more.

Companies will incur penalties if unauthorised access occurs through a breach, exfiltration, theft, or disclosure due to the business' violation of the duty to implement and maintain reasonable security procedures and practices. The law allows for penalties of $100 to $750 per consumer per incident, or actual damages, whichever is greater.

CPRA raises the bar even further by giving California consumers new rights to correct their personal data, opt-out of proximate geolocation tracking, and browse any website with pop-ups.

CPRA also requires companies to minimise the retention of California residents' personal data, further restrict the collection and use of sensitive personal information, provide consumers greater transparency on profiling and automated decision-making, as well as regularly assess high-risk data processors.

How CCPA Compares to GDPR

If you have taken steps to adhere to the EU's General Data Protection Regulation (GDPR,) you should be mostly compliant with CCPA. Both laws focus on information that relates to an identifiable natural person, although some of the definitions differ. Also, both can potentially affect businesses located outside the jurisdiction.

However, CCPA takes a broader approach to defining sensitive data. For instance, it covers audio, visual, and olfactory information, as well as internet browsing history and records of a person's interactions with a website or application. It also protects information linked at the household or device level.

While both CCPA and GDPR allows consumers to request their information to be deleted, CCPA allows businesses to refuse such demands on broader grounds. Also, CCPA only requires parental consent for personal data sales while GDPR's parental consent requirements apply to the processing of all consent requests.

What CCPA Means For Businesses

Although CCPA is a state law, it'll impact any company that does business with Californians. While non-Californians can still enjoy many of the benefits, only California residents can opt-out of the sale of personal data to third parties and ask companies to delete their data.

You'll need to comply with CCPA if your business:

• Earns gross revenues of more than $25 million in a year,
• Buys information of more than 50,000 users, households, or devices per year, or
• Earns more than 50% of revenues in a year by selling users' personal information.

Whether you're currently doing business in California or not, complying with CCPA will give you the advantage of being able to expand into California in the future. Also, you'll get your business ready for the privacy laws that many states are currently working on.

How to Stay CCPA Compliant

First, you should figure out how CCPA affects your organisation. Then, map the consumer data you collect (e.g., how they're gathered and stored) and fine-tune your privacy disclosure. You also need to implement mechanisms for consumers to opt-out and submit other requests. Update your systems and train your employees to ensure adherence to the overall strategy.

Companies that are found to have violated the law will get a 30-day window to address the violation. If they fix the damage and the consumer issues a written notice stating that the incident has been rectified, the businesses can avoid having possible action taken against them.

Final Thoughts: Staying CCPA Compliant is Just Good Business

While the CCPA is designed with consumer interest in mind, it also helps businesses strengthen their data security policy -- which is the key to building trust with consumers, protecting your reputation, and avoiding the high cost of data breaches. In fact, data security is a key component in any digital transformation initiative and adhering to the law can help your company thrive in today's business environment.

Key Challenges Faced By Today's B2B Tech Marketers

The fast-changing B2B purchasing process poses new challenges to marketers, making it more challenging to get in front of the right prospects with the right message.

• Most B2B buyers research online before contacting potential vendors, especially now that remote working has become the norm. If you fail to identify prospects and get onto their radar before they create their shortlists, you could be missing out on many opportunities.
• Many companies are delaying long-term strategic initiatives to focus on tactical projects through 2021. Buyers are seeking solutions that can deliver tangible outcomes in the next 90 days, and marketers are under increased pressure to identify demands more accurately.
• B2B purchasing processes have become increasingly complex, often involving buying committees of 6 to 10 decision-makers. To accelerate the sales cycle, you need to effectively navigate buying group dynamics by having the latest information about the target account.
• Purchasing decisions are increasingly influenced by buying group members whose titles don't reflect their decision-making responsibilities. For instance, stakeholders from risk/security/compliance, finance/accounting/procurement, customer service, etc., are involved in tech purchasing decisions. The traditional approach to buyer persona at best is ineffective and at worst, hinders your ability to reach the right audience.
• B2B buyers appreciate vendors that help them manage their purchasing processes by providing relevant and useful information. You need access to accurate customer data to anticipate a prospect's needs and deliver the right content at the right time.
• The shift to remote selling eliminates most opportunities for sales reps to build rapport with prospects in-person. As such, there's an increased reliance on marketers to foster relationships with potential buyers via various online channels before sales teams get involved.
• Most companies are limiting their marketing spend. B2B tech marketers are under pressure to achieve more results without an increase in their budgets. As such, you need to allocate your resources in a more informed and efficient way.

How To Effectively Navigate the Changing B2B Tech Marketing Landscape

B2B tech marketers need to make quick adjustments to adapt to the fast-changing business environment and customer expectations. Here's what you can do to increase marketing ROI and support sales teams more effectively:

Revisit Buyer Personas

A buyer persona should encompass a prospect's needs throughout the entire buyer journey, anticipate the interactions among stakeholders in a buying group, and address the context in which sales conversations occur.

Besides the "people persona" of individual buyers, you should also create "account personas" that describe the companies you're selling to (e.g., their verticals, company size, and priorities.) This will provide the context you need to effectively identify and engage the right decision-makers at the right time with the right message.

Uncover Immediate Demand

In the past, many B2B tech marketers had more runway to create demand for their solutions. Today, you need to change your approach as more companies make decisions based on their 90-120 days needs and seek solutions that can immediately deliver tangible results.

You should identify buyers who are already in the market and find out what they need. For example, you can leverage intent data to identify prospects searching for a specific topic online. You can then deliver highly-targeted ads, reach out to the right contacts, and position your offerings most appropriately to increase response rates.

Capture Online Search Traffic

As B2B buyers are doing most of their research online, you need to get in front of high-quality prospects early in the decision-making process so you can build trust, nurture relationships, and deliver relevant information over time.

You can publish high-quality content to improve your website's SEO ranking and use online advertising platforms (e.g., LinkedIn, Google Ads) to drive traffic by delivering highly-targeted messages to specific audiences. Then, set up effective lead capture mechanisms on your website and follow up with a lead nurturing strategy to progress prospects down your funnel.

Prioritise Targeting and Resources

Online market channels are enabling marketers to capture more leads but not all of them are ready to convert. You need to identify the highest-quality prospects so you can best allocate the resources you have at your disposal to facilitate the buyer's journey.

You can analyse your website traffic, internal customer information, and external intent data to find out who your best customers are and what pain points are driving them to seek out your solution. Then, use the insights to update your buyer personas and focus your resources on accounts with the highest potential.

Implement ABM and Personalisation

Account-based marketing (ABM) is highly effective for supporting B2B sales. When complemented by marketing personalisation strategies, ABM helps you deliver the right content to the right people at the right time to increase conversion rates.

You can further support ABM with information from a variety of sources to refine targeting and navigate buying group dynamics. For example, use first-party information from your customer database, second-party intent data from review sites and publishing networks, as well as third-party "big data" from IP lookup, ad networks, etc. to inform your outreach tactics.

Align Sales and Marketing Activities

A key to ABM success is sales and marketing alignment, which can help ensure that you're delivering a seamless customer experience to build trust and accelerate the pipeline. However, complex buying group dynamics often results in a non-linear sales cycle. As such, sales and marketing activities should happen in parallel instead of in a serial manner.

To make sure sales and marketing teams are rowing in the same direction, establish shared metrics and measure joint key performance indicators (KPIs.) This will help create synergy among the teams and encourage collaboration while delivering a cohesive customer experience.

Support Sales with Marketing Content

With remote selling becoming the norm, buyers are consuming more information digitally before speaking with a sales rep. Marketing content has taken on an important role in progressing prospects down the sales funnel and supporting sales teams to deliver a cohesive purchasing experience.

You should implement a shared content library to which the marketing team can upload content and templates. Sales reps can then draw from these resources to support their outreach efforts. This will not only improve efficiency but also ensure that salespeople are delivering the appropriate content to each prospect.

Implement Common Technology Platform

Marketing and sales teams should be using the same platforms, such as customer data management (CDM) and customer relationship management (CRM) systems to effectively share information in real-time so they can deliver a coherent customer experience.

Many CRM platforms also offer lead scoring features, which allows marketing to pass high-quality leads to sales at the right time to increase conversion rates. Such collaboration will help the teams operate more efficiently and ensure that they're focusing resources on prospects who are most ready to make a purchase.

Enhance Remote Customer Interactions

B2B tech buyers often need extensive support and product information to make their purchasing decisions. Marketers can help facilitate the buyer's journey by incorporating online product demos, as well as omnichannel pre- and post-sell support into the appropriate customer lifecycle stages.

You can also use marketing automation technologies to deliver the right information at the right time to your prospects. For example, you can set up an automated email series triggered by each recipient's interaction with your previous content. Prospects' response to the information can then be recorded in your CRM system to inform future conversations.

Invest in Customer Retention

Customer loyalty helps B2B tech providers increase profitability, especially if you offer managed services or SaaS products. Not to mention, it costs less to retain a customer than to acquire a new one — as such, an effective customer retention strategy can increase the ROI of your marketing budget.

Therefore, a marketer's job isn't done after a prospect has converted into a customer. For example, you can nurture customer relationships by offering exclusive content, show customers how to apply the latest industry best practices with your software, and provide top-notch post-sale support to make sure that customers are getting the most from your products.

Conclusion

While navigating the rapid changes in B2B tech marketing can be daunting, the challenges can also open up new opportunities for marketers who are willing to adopt new approaches and technologies.

From using the latest data analytics technologies to enriching digital interactions through multi-media content, B2B tech marketers can now deliver highly-targeted information at the right time and to the right audience to facilitate the customer journey and increase their ROI.