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OUR BLOG

Insight-led data: the key to a great ABM campaign

Posted by Jon Clarke on Wed, Jan 16, 2019

Technology has had a profound impact on B2B marketing. Not only has it created a new breed of customers whose buying habits have changed significantly over the past decade, but it’s also continually evolving.

It’s because of technology that consumers are able to experience brands in entirely new ways. But more importantly, it now means that many people are further down the sales funnel before they reach out to an organisation.

Consumers are more empowered than ever before

Research by McKinsey found that two-thirds of active-evaluation phase buyer journey touchpoints are consumer-driven marketing activities. That means customers are in control of so much of the buyer journey, using online reviews, word-of-mouth recommendations, and other sources to get their information.

With more information at their fingertips than ever before, consumers actively conduct their own research based on adverts, emails, or sponsored post they’ve been exposed to by marketers.

Highly-targeted marketing is the answer

Because marketers need to work harder for leads, many are now looking to ABM to reach their target audiences with pinpoint precision.

But here’s the thing: for ABM to be a worthwhile exercise, you need to identify exactly the right accounts, at exactly the right time in their buying journeys.

Only once you’ve done this can you develop a process that enables you to scale your activities, and work on identifying consumers’ specific interests, including how they change throughout the buying journey.

Sounds simple, right?

Well, it is if you have good data to work with.

Good data, great ABM results

The truth is, targeted accounts simply don’t appear as and when you need them. You need to spend time pinpointing them.

But good data alone isn’t enough. To truly understand where customers are in the buying journey – and target them with relevant and timely content – you either need the technology of tomorrow or the cyance of today. Or, you can get both with a data-led customer behaviour insight platform like Nexus.

It’s an always-on intent machine designed specifically to track the buying behaviours of your target customers and use this insight to create behavioural based audience segments.

With this level of insight, you can engage with prospects earlier in their decision-making process, generate greater ROI and dynamically profile prospects – even as their needs and preferences change over the course of the buying cycle.

Want to find out more?

Watch our Video on how Nexus helps you to stay relevant in a highly competitive environment, and keeps your customers engaged with your campaigns.

To find out more about Nexus, arrange a free trial, or to discuss your customer behaviour requirements, contact us on 0203 950 5270 or email results@cyance.com. 

 

 

Posted on Wed, Jan 16, 2019