Oxper Martech
We all know that the B2B buying cycle isn’t as straightforward as it used to be – especially with all the research taking place online. But the big question for most B2B marketers now is: How to go about nurturing qualified prospects if you don’t know who they are?
Lori Wiz do, Forrester Analyst, explains that today’s B2B buyers conduct more than half of their research anonymously—all before talking to a vendor. As these buyers jump in and out of consideration phases, it’s hard to keep them going down the linear path marketers want them to travel, especially when they’re in the anonymous phase. Account based marketing offers an effective way to nurture and warm up to theseprospects, increase performance throughout the funnel and keep their sales counterparts satisfied by delivering the right leads. By targeting whole accounts rather than prospects, B2B marketers are able to reach all the key stakeholders at an organization. Here’s how you can successfully execute an account-based lead nurturing program: Step 1. Identify the accounts that Sales values most and prioritize your nurturing efforts against those accounts. Begin by:
Step 2. Market to and nurture those specific accounts—lead nurturing is more than just a post-engagement strategy that focuses on individuals in your database. Nurturing of an account starts long before a prospect even enters your database. This isn’t to say that traditional nurturing is wrong or bad, just that as B2B marketers we have to start thinking about nurturing accounts in a whole new, more personalised way. An account based marketing company can help you nurture accounts in a number of ways:
Step 3. Measure—keep Sales in the loop and show them which accounts are progressing and which need attention. Make sure they can see which accounts are being impacted by your nurturing efforts so that they can take appropriate, timely actions to capitalize on implicit interest. Now that you understand how to build an ABM lead nurturing program at a high level, you’re ready to start drilling down into the strategies and tactics for each phase of the funnel. For professional assistance with your nurturing efforts, you can always outsource the entire process to an account based marketing agency.
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