By Jon Miller
It can be intimidating to make the switch from traditional demand generation to an account-based mindset. It requires B2B organizations to evolve their process and activity — and change is never easy.
But, even if you think you’re not ready for a full Account Based Marketing strategy, there are numerous ways that you can apply some of the principles of Marketing Orchestration to have an immediate and direct impact on your business.
Marketing Orchestration is an ongoing and coordinated process where customer-facing teams work together to drive business outcomes. This means Marketing, Sales, and Customer Success working in harmony to create the best experience for the buyer. No one loses account visibility, deals are won as a team, and your business drives greater revenue in valuable accounts.
Here’s how you can use Marketing Orchestration today, even if you’re not ready for ABM:
You’ll ensure leads are followed-up with, correctly
Demand generation marketers are under the gun to generate leads. For many marketers, it’s still the most basic thing you’re responsible for every day. More than ⅔ of companies in a recent study plan to increase their demand gen budget this year. But, that investment is wasted if SDRs are not following with leads appropriately.
When there’s a breakdown in the lead handoff between Marketing and Sales, critical dollars and time invested in demand gen are wasted.
Marketing Orchestration can guide the lead follow-up process by ensuring that your SDR counterparts reach out on-time, repeatedly, and with a personalized message that is sensible and relevant to the individual and their account.
Improve your lead scoring by focusing resources on the right accounts
If you work in marketing operations, you’re likely doing some form of lead scoring. But, in a B2B context, you’re more effective when you’re able to prioritize and score accounts. Account-based scoring helps a marketing operations professional to think the same way buyers and sales teams do – in terms of accounts, not individual leads.
Why is this better?
- By scoring Marketing Qualified Accounts, you’ll be able to separate the signal from the noise, resulting in fewer false-positives. For example, if an individual is highly active but from a company that is not a good fit, traditional lead scoring qualifies them as a hot lead when this should not be the case.
- With account scoring, you’ll also avoid false-negatives, where multiple people at an account demonstrate activity like whitepaper downloads, but none of them individually score high enough to get onto your lead scoring model’s radar. ABM helps you understand which of the right accounts are demonstrating buying intent, and ensure you don’t miss critical interest from your most important accounts.
- Account scoring also helps you focus activity on specific buying centers. If 50 leads come from a marketing department, and you sell to IT engineers, how do you score those leads? With traditional lead scoring, you’re unable to prioritize your resources effectively. With account scoring, you can focus your efforts more accurately, on the best opportunities.
In short, this allows you to carefully select and strategically prioritize Go to the full article.
Source:: Business 2 Community