How To Get Your Data Ready for Account Based Marketing

By Brian Hession

Wokandapix / Pixabay

Accurate contact data is a pillar to ABM success.

Orchestrated Account Based Marketing “plays” are multi-touch and multi-channel requiring accurate contact information to support direct mail, phone outreach, emails and social. The traditional contact record, even when the information is up-to-date, lacks the versatility needed for the demands of ABM. As ABM continues to gain momentum, practitioners are realizing the need for “ABM-Ready” contacts.

For teams looking to analyze, the “ABM-Readiness” of their existing contact database, here are five factors you should consider as you evaluate and prepare your data for ABM. The first four are tactical and specific to the contact record. The fifth is strategic and if you can get this one right it will have dramatic impact on the financial return of your ABM initiative.

1. Contact Accuracy

Accurate contact data is a pillar to ABM success. This extends beyond email address deliverability to include other parts of the contact record. B2B organizations rolling out ABM plays need to cross validate company names and job titles for accuracy. This is a lot easier said than done, but companies can accomplish a portion of this with social data.

2. Direct Dial Phones

With ABM, phone data is critical. Phone outreach campaigns often require more direct dials and, in some cases, the person’s mobile phone, as either an alternative number or to enable personalized text messaging. But, something as simple as a direct dial spiders into the need for additional information. For example, is the direct dial an “office line” or a “mobile number?” If the latter, is it registered to the company or the person?

3. Location Intelligence

Another important attribute is accurate information on where the contact resides geographically. This is especially important when companies plan to run a “play” that involves automated direct mail. For example, when reviewing the postal addresses of contact records, the marketing team may notice most contacts contain the company’s headquarter address. Target accounts are often large organizations with multiple offices, and many contacts reside in regional offices.

If a direct mail piece is sent to the wrong office location, it will end up in the mailroom recycle bin. A company could invest the time to call each contact prior to confirm their location, but that is both time consuming and costly. A more efficient approach is to append the contact’s location (city, state, country and time zone) to your house list, or when sourcing new contacts.

4. Roles & Interest Attributes

One of the tenets of ABM is the more knowledge companies have on each contact at a key account, the more personalized and tailored they can make their outreach. There is a vast amount of available data including social, buyer intent and technology install to help you better understand the roles, interests and responsibilities of your key constituents.

5. Contact Density

With each target account, marketing teams need to work towards understanding the demand units within these organizations, as well as associated influencers and decision makers.

With clean and complete data, it’s time to count the inventory Go to the full article.

Source:: Business 2 Community

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