Whenever we read or hear someone’s words, we respond to two things. What they say (the content). And how they say it (their tone). This blog is about the second thing. Tone.
Months of work. Tens of people. Key narratives worked up. Value propositions written. Tactics built. Assets created. All ready for a big bang.
But all you get is a whimper.
We’re doing a lot of marketing. But it’s spread too thin and lacking impact. Rather than shouting at the masses, more and more of us are recognising to actually stand out we need to market one-to-one.
Which is why we’re all turning to account-based marketing (ABM). Or are we?
63% of marketers surveyed by B2B Marketing rate ABM as important or very important to their marketing efforts. As if by magic, every digital marketing tool, advertising or marketing automation platform now says it is doing ABM.
A personalised landing page or e-mail with my name on it isn’t ABM, far from it. Real ABM solves real problems for real people based on real insights. This is what it arms both sales and marketing with, so they can earn long-term relationships with clients. This and only this is strategic ABM. And 92% of ABM practitioners say strategic ABM gets the highest ROI (Bev Burgess, ‘The Practitioner’s Guide to Account Based Marketing’).
The challenge is to achieve strategic ABM. And then to do it at scale – without diluting it.
The answer is account based intelligence (ABI). This is the data and information that helps you focus your efforts on the accounts that will respond best to your marketing.
To generate it, you need to go through three steps:
You can then build a go-to account plan that cuts waste and generates genuine cut through.
We’re keeping ABM pure for one of our tech-giant-clients right now. To see how, take a look at the diagram below. Using the intel from the three sources I’ve listed above, we were able to find some deep level insight on our target account. It’s a living example of how intelligence leads to a strategic approach and relevant messages for the right people.
This approach is a novel format for fostering impactful sales conversations. But it involves very little new information.
And that’s the stupid thing. Most of the intelligence we need is already in our possession. It’s in our CRM systems, our automation programs, and our sales and marketing teams. We just need to bring it together.