Start with identify
Focusing on the right accounts is the first step for any successful marketing campaign. If you don't know which companies you're targeting, your message might end up being too generic. This is why we've flipped the traditional B2B marketing and sales funnel on its head. Instead of blasting your message to tons of leads, you're tailoring your message to the right accounts which you've identified as a best-fit for your company's product or service.Know who to target
Persona is a big buzzword in the B2B world, but it's also very real. A persona is the individual in a company you have identified as being an ideal user for your product or service. Personalizing your message to the person who is passionate about your industry, interested in your product or service, and understands how it fulfills a business need is the holy grail of B2B marketing. Your message is only as good as the person receiving it and acknowledging it on the other side of the table.Focus on right channels
Almost every day, a new channel emerges in the digital marketing world. But not all marketing channels are important. What is important is knowing if your target audience is on channel. Be where your customer is.Not all leads are equal
According to the traditional definition in the B2B world, leads are folks that have shown interest. However, not every person who has shown an interest is a qualified lead. For example, if a lead completes a form, or downloads a piece of content from your website, you will want to take an ABM lens to this lead.- What company does this lead work for?
- Is it in your targeted industry or marketing vertical?
- Does the lead's job title align with one of your personas?