Creating ABM Stories Using Your Current Data and Tech Stack
Strategies for the post-3rd party cookie world
Third-party cookies will soon be a thing of the past and marketers will have to work harder to collect and analyse first-party data that supports acquisition, personalised CX and retention.
We all have our own ‘go to’ channels to source trusted information and it’s this trusted advisor relationship that helps you build relationships and win indirect sales. It’s another touchpoint where your customer views information that is not the hard sell, but industry advice.
Your brand has to provide value that transcends services and products to a trusted adviser and thought leader. A webinar, event or podcast that’s relevant to your target’s industry or role generates trust and marketing leads.
You’ll need to have a dual focus switching between ‘Heads down’ mode on current campaigns and ‘Heads up’ and audit your current customers, channels and campaigns to develop a long term cookie-less strategy … and you’ll need to bring the Exec Team on this journey.
ABM harmonises Sales and Marketing activities
Traditionally, marketers would use ‘Relationship Marketing’, ‘Key Account Management’ to build relationships …before we had a tech stack or data … Account Based Marketing (ABM) combines these 2 traditional approaches together and leverages data and the tech stack to bring your Go-to-Market strategy to life.
The personalised approach of ABM is revolutionising the Sales and Marketing relationship to harmonise activities and reporting for the greater revenue impact.
Depending on your tech stack capabilities, ABM must support CX, but be mindful of the customer journey/lifecycle to deliver valuable, relevant and personalised content.
Finding the right approach for your current data and tech stack
Data and tech are key in marketing and your task will be to recognise the indicators of propensity to buy by analysing your current customer data, map out a journey, and create segmentation and targeting.
Medium-sized organisations don’t all have the luxury of buying into a new tech stack and there are options of how you can start to make cost effective approaches to implementing ABM that’s right for you.
The key first step is auditing all your data sources and then analysing the customer data to find whats important, whats missing, how can you track/integrate it and how can you implement ABM. This takes extensive key stakeholder engagement across your CMO, CIO, CTO, Sales Director to ensure your solution is practical for your organisation.
The final piece will be to ‘train’ all the sales and marketing teams to ensure ABM works in the approaches they use and the data they input into your CRM.
Let’s chat
All these strategies are effective for change, but it’s hard to remove yourself from the day-to-day activity and tactical things to focus on the long-term picture. If you’d like a hand or a discussion on how to go about auditing your systems, analysing your data or implementing ABM, drop me a message or book a complimentary no-obligation meeting with me by clicking here.
