Ready to start an ABM campaign? Get a free trial of Dun & Bradstreet's Account Based Marketing tools here:
D&B Hoovers - https://www.dnb.com/hoovers-freetrial
D&B Optimizer - https://www.dnb.com/optimizer-freetrial
ABM requires a focused examination of the information you have gathered and then an enriching it with high-quality third party data in order to properly identify and create a high quality customer profile that you want to target. Data decay is the enemy of ABM!
We will quickly look at how data informs each step along your AMB path and how D&B Optimizer and D&B Hoovers give you access to the data you need.
We will learn how to build an ideal account profile for ABM. Get the steps for combining your customer data with trusted market data and additional account details. Then see how to segment across multiple dimensions to identify target audience types.
Obtaining data about your target accounts is just the first step. In order to approach your prospects sales teams must be asking these questions of their data:
"Where are customer accounts located, and what sales team supports them?"
"How long does it take to sell to these targets? Is there an optimal time to approach certain prospects?"
"Which contacts do we already know at the account?"
Once a sales team has their targets lined up an ABM strategy must be put into place. In order to set up an ABM strategy Sales must be asking themselves, “Who do we know at our prospective companies? What do we know about their company and industry?” Many of these questions can be answered with wide reaching firmographic data, and corporate linkage insights.
The next step for successful ABM campaigns is personalizing your sales pitch to prospects. Questions that sales associates can ask themselves to better create personalized AMB outreach include, “What are their main pain points? How will our message relate to their day-to-day job / responsibilities?” Sales teams need to know whether their contacts are the final decision makers, and who else can influence them. Sales teams should also understand what the best form of outreach will be.
Once your Account Based Marketing campaign is set up sales teams cannot just set it and forget it. ABM solutions should include analytical insights about campaign performance, and give notifications about when contact data is outdated or ineffective. ABM systems like D&B Hoovers and D&B Optimizer can automate these type of data hygiene needs, speed up ABM campaign performance, and provide research into your CRM data.
To learn more about Dun & Bradstreet’s ABM tools visit our site:
https://www.dnb.com/products/marketin...
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ABM – Access Data from D&B Optimizer and D&B Hoovers to Target the Accounts That Matter Most | |
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| Education | Upload TimePublished on 17 Dec 2018 |
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