The Opening Act: Why Lead Nurturing is the Cornerstone of B2B Marketing

You've captured a lead. Cue the applause, but let's not roll out the red carpet just yet. The pressing question remains: what's the next strategic move? How do you convert this initial spark into a roaring blaze of customer commitment? The answer lies in lead nurturing, but not just any nurturing—this is about data-driven lead nurturing fortified by a deep understanding of B2B buyer psychology.

The Mind Games: Decoding the Psychology of Content Consumption in B2B Marketing

Why do some blog posts become the talk of the industry while others barely make a ripple? It's not solely about the quality of the content; it's about the psychological triggers that make it resonate with B2B decision-makers.

Emotional Triggers in B2B Marketing: Content that evokes a range of emotions—from joy to urgency—has a far greater chance of being consumed, shared, and acted upon within the B2B landscape.

Cognitive Biases in B2B Decision-Making: Terms like "Bandwagon Effect" or "Authority Bias" aren't just psychological buzzwords; they're actionable insights that can be leveraged to craft persuasive B2B content.

The golden rule is straightforward yet profound: understand the psychological drivers of your B2B audience, and your content becomes an unstoppable force in lead nurturing.

The Long Game: Mastering the Art of Lead Nurturing in B2B Marketing

Lead nurturing in B2B marketing is not a fleeting endeavour. It's a meticulously orchestrated campaign that starts with a single, impactful interaction.

First Impressions in B2B Sales: The initial touchpoint isn't just a fleeting moment; it's a critical juncture that sets the tone for a long-term business relationship.

Consistent Touchpoints for Customer Retention: Consistency isn't merely about frequency; it's about delivering meaningful interactions that build a fortress of trust and elevate your brand's authority.

Lead nurturing is a marathon, not a sprint, demanding a well-thought-out strategy and unwavering commitment to customer-centricity.

The Multi-Channel Symphony: Orchestrating B2B Engagement Across Platforms

Why limit yourself to a single channel when your B2B audience is a moving target, navigating through a maze of platforms?

Social Media in B2B Marketing: Far from being a millennial playground, social media serves as fertile ground for building brand awareness and fostering B2B community engagement.

Email Marketing for B2B Lead Nurturing: Despite the rise of new platforms, email remains the cornerstone for delivering personalised, laser-focused B2B communication.

Webinars for B2B Education and Engagement: Often overlooked, webinars are a goldmine for providing in-depth insights and adding immense value to the B2B nurturing process.

A multi-channel approach not only amplifies your reach but also fortifies your B2B lead nurturing endeavours, making them unassailable.

The Human Factor: Why AI Can't Replace Human Interaction in B2B Sales

Let's cut through the noise; automated chatbots can't replicate the depth of genuine human interaction, especially in complex B2B sales cycles.

Personalisation in B2B Sales: This isn't a cosmetic exercise; it's an intricate art of tailoring the entire sales dialogue to the unique needs and behaviours of B2B decision-makers.

Empathy in B2B Customer Relations: This is where you transition from being a mere vendor to becoming a trusted business advisor. Addressing the real challenges your B2B prospects face can elevate your brand to unparalleled heights.

The human touch isn't an optional luxury; it's the linchpin that can spell the difference between a B2B lead nurturing strategy that fizzles out and one that converts.

The Confluence of Art and Science in B2B Lead Nurturing

Lead nurturing is not a one-dimensional task. It's a confluence of the art of understanding human behaviour and the science of data-driven, multi-channel B2B engagement. So, the question that beckons is, are you prepared to master the dual roles of an artist and a scientist in the realm of B2B lead nurturing?

ACHIEVING A 50-1 ROI WITH DEMAND ENGINES

Intrigued to delve deeper into the labyrinth of B2B lead nurturing strategies? Take your understanding to the next level with our comprehensive eBook. Uncover expert insights, practical strategies, and the secrets to nurturing leads effectively in the B2B landscape. Don't miss out on this essential guide to elevate your marketing game.

Let's cut to the chase. A demand engine is far more than a marketing buzzword; it's the linchpin of your entire lead generation ecosystem. Imagine a well-oiled machine that seamlessly integrates data analytics, content creation, and targeted distribution. This isn't just about generating leads; it's about nurturing them, guiding them through the labyrinthine sales funnel, and ultimately converting interest into actionable business outcomes. In a nutshell, your demand engine is your ultimate weapon for turning marketing potential into palpable profit.

The Visual Deep Dive: The Comprehensive Workflow of a B2B Demand Engine

To truly grasp the complexity and the genius of a demand engine, one must delve into its intricate workings. This updated visual representation provides an even more detailed view, breaking down each step from data collection to sales conversion. It highlights the critical sub-steps like data cleaning, content types, metrics, and feedback loops that make the engine not just functional but exceptional.

Audience Profiling: The Four Pillars—Firmographic, Technographic, Intent, Propensity Model

Audience profiling isn't a one-size-fits-all game. It's a nuanced art that requires a multi-faceted approach. Let's break it down:

• Firmographic: Think of this as the demographics for companies. We're talking industry, size, location, and revenue. But why stop there? What about the company's growth trajectory or market share? The more granular you get, the better.
• Technographic: This dives into the technology stack that a company uses. Are they cloud-based or on-premises? Do they use Salesforce or HubSpot? This information is gold when tailoring your product or service to meet the specific needs of your target audience.
• Intent: This is where you get into the psyche of your audience. What are they actively searching for? What problems are they looking to solve? Understanding intent allows you to not just meet but anticipate the needs of your audience.
• Propensity Model: This is the game-changer. A propensity model uses historical data to predict future behaviour. It's like having a crystal ball that tells you not just who your audience is but what they're likely to do next.

So, how well does your demand engine integrate these four pillars of audience profiling?

The Role of Good Data: The Backbone of Your Strategy

Data isn't just the new oil; it's the lifeblood coursing through the veins of your demand engine. Good data provides actionable insights that serve as the foundation for every strategic decision you make. From content ideation to audience targeting, data is your guiding star. But let's not forget the flip side: bad data. It's not just an inconvenience; it's a ticking time bomb that can derail your entire strategy, leading you down a rabbit hole of wasted resources and missed opportunities. So, the question beckons: how robust, how reliable, is your data?

The Importance of an Editorial Calendar: Your Strategic Roadmap

An editorial calendar is not just a timetable; it's the strategic blueprint of your demand engine. It meticulously outlines what content needs to be created, when it should be rolled out, and how it dovetails with your overarching business objectives. Without this roadmap, you're essentially flying blind, navigating the complex, often treacherous terrain of lead generation without any directional guidance. An editorial calendar ensures that every piece of content you produce is not just high-calibre but also timely, relevant, and aligned with your goals. So, have you charted your course, or are you still adrift?

Continuous Refinement: The Last Mile in Your Journey

You've gathered the data, you've churned out the content, and you've even pushed it out into the digital ether. But your journey is far from over. Now comes the last mile: continuous refinement. This is where the rubber meets the road. It's the phase where you scrutinise your engagement metrics, pore over customer feedback, and most crucially, measure your ROI. Based on these insights, you fine-tune your strategies, making iterative improvements that transform your demand engine from a static mechanism into a dynamic, ever-evolving entity. So, are you merely at the finish line, or are you ready to go the extra mile?

Human Element: The Unseen Challenges Lurking in the Shadows

Let's get candid; technology has its limitations. Even the most advanced demand engine can't replicate the nuanced understanding, the emotional intelligence, that only humans can provide. Marketers face a plethora of challenges that technology alone can't surmount. From interpreting subtle shifts in consumer behaviour to making real-time adjustments to strategies, the human element is irreplaceable. Without a well-functioning demand engine, these challenges can escalate from mere hurdles to insurmountable barriers. So, how well does your demand engine integrate the irreplaceable human element?

Summary: The Roadmap to a High-Octane Demand Engine

A demand engine is not a static construct; it's a dynamic, living entity that thrives on continuous refinement. By leveraging high-quality data, adhering to a meticulously crafted editorial calendar, and integrating the invaluable human element, you can supercharge your demand engine into a formidable lead generation powerhouse.

ACHIEVING A 50-1 ROI WITH DEMAND ENGINES

Take your understanding to the next level with our comprehensive eBook. Uncover expert insights, practical strategies, and the secrets to nurturing leads effectively in the B2B landscape. Don't miss out on this essential guide to elevate your marketing game.

Let's get real. One-off campaigns are the marketing equivalent of a sugar rush—quick to spike interest but equally quick to crash and burn. They might generate a flurry of leads in the short term, but what happens when the dust settles? More often than not, these leads fizzle out, lost in the labyrinth of the sales pipeline, never to convert into actual customers. It's not just a missed opportunity; it's a glaring oversight that can cost your business dearly.

But let's dig deeper. Why do one-off campaigns fail to deliver long-term results? The answer lies in their very nature—they're transient. They lack the staying power to keep your audience engaged beyond the initial interaction. It's akin to lighting a firework; it dazzles for a moment but leaves nothing but smoke and ashes. So, are your marketing campaigns built for the sprint or the marathon?

The Journey from Stranger to Customer: A Tale of Two Paths

The journey from a stranger to a customer is not a straight line; it's a winding road fraught with twists and turns. But what differentiates a successful journey from a failed one? The answer is continuity. To illustrate this point, let's delve into the visual element—a timeline that delineates the buyer's journey with and without continuity.

The expanded timeline reveals a stark contrast. In the absence of continuity, the journey is fragmented, disjointed, and ultimately unfulfilling. Leads are generated but not nurtured, creating a chasm between initial interest and final conversion. It's like embarking on a road trip without a map; you might enjoy the ride, but you'll likely end up lost.

The Role of Continuity in B2B Marketing: The Glue that Binds

Continuity is not just a strategy; it's the glue that binds all your marketing efforts together. It ensures that your leads are not just generated but nurtured, engaged, and ultimately converted into loyal customers. Continuity is what turns a one-off interaction into a lasting relationship. It's the thread that weaves through every touchpoint, every interaction, ensuring that your brand remains top-of-mind for your prospects.

But let's get specific. Continuity in B2B marketing involves a multi-tiered approach that spans across various channels—from email marketing to social media, from webinars to whitepapers. It's about creating a cohesive narrative that resonates with your target audience, irrespective of where they are in the sales funnel. So, how seamless is the continuity in your B2B marketing campaigns?

Human Element: The Cost of Discontinuity—A Cautionary Tale

Let's pivot to the human element. Imagine a B2B tech company that invested heavily in a one-off campaign targeting CTOs of mid-sized firms. The campaign was a hit, generating a surge of high-quality leads. But then, radio silence. The company failed to follow up, leaving these hot leads to go cold. Six months later, one of these leads signed a six-figure contract with a competitor.

The lack of continuity didn't just result in a missed opportunity; it was a costly blunder that had a tangible impact on the bottom line. It's a cautionary tale that underscores the perils of neglecting continuity in your marketing strategy. So, what's your cautionary tale? Have you ever let a golden opportunity slip through your fingers due to a lack of foresight and planning?

Summary: The Road to Continuity—Your Missing Link

Continuity is not an option; it's a necessity. It's the missing link that can make or break your B2B marketing campaigns. By ensuring a seamless transition from lead generation to customer conversion, continuity can transform your sales pipeline from a leaky bucket into a well-oiled machine.

ACHIEVING A 50 -1 ROI WITH DEMAND ENGINES

Take your understanding to the next level with our comprehensive eBook. Uncover expert insights, practical strategies, and the secrets to nurturing leads effectively in the B2B landscape. Don't miss out on this essential guide to elevate your marketing game.

Identifying key decision makers is a crucial first step in building a successful partnership. It's not just about knowing who holds the top positions in an organisation. It's about understanding who has the power to approve or reject a partnership proposal, who influences these decisions, and who will be your main point of contact throughout the partnership journey.

Why Identifying Key Decision Makers Matters

Partnership decisions aren't made in isolation. They're typically the result of discussions and decisions made by a group of key decision makers. These individuals have the power to greenlight your partnership and pave the way for a successful collaboration.

But finding these key decision makers can be a complex task. Organisational structures can be intricate, roles can overlap, and the decision-making process can be opaque. So, how do you navigate this complexity and identify the right people to engage with?

Navigating the Organisational Structure

The first step in identifying key decision makers is understanding the organisational structure of your potential partner. This involves researching the company, understanding the hierarchy, and identifying the roles and responsibilities of key individuals.

Start by looking at the company's website, LinkedIn profiles, and any other public resources that provide information about the company's structure. Look for individuals in roles that are likely to be involved in partnership decisions, such as executives, directors of partnerships or business development, and team leaders in relevant departments.

Understanding Roles and Responsibilities

Once you've identified potential key decision makers, the next step is to understand their roles and responsibilities. This involves understanding what they do, what their priorities are, and how they might be involved in a partnership.

For example, a Director of Partnerships might be responsible for identifying and managing strategic partnerships, while a Team Leader in a relevant department might be responsible for implementing the partnership at an operational level. Understanding these roles can help you tailor your approach and your value proposition to meet their specific needs and priorities.

Targeting Your Engagement Efforts

With a clear understanding of the key decision makers and their roles, you can now target your engagement efforts effectively. This involves reaching out to these individuals, presenting your value proposition, and building a relationship with them.

Remember, building a successful partnership is not a one-time transaction. It's a long-term relationship that requires ongoing engagement and communication. So, make sure to keep the lines of communication open, provide regular updates, and continually demonstrate the value that your tech brand can bring to the partnership.

In conclusion

Identifying key decision makers is a crucial step in building successful partnerships. It's about understanding the organisational structure of your potential partner, understanding the roles and responsibilities of key individuals, and targeting your engagement efforts effectively. By doing so, you can increase your chances of building a successful and mutually beneficial partnership.

In our next post, we'll delve into the next step in the partnership journey: developing a compelling value proposition. Stay tuned!§

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!

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?