Remember the People Behind the Accounts: Generating Quality Leads and Engagement on an Emotional Level with Personalized Content

By Nick Price

According to this B2B lead generation report, more than 60 percent of marketers feel that generating high-quality leads is their biggest B2B lead generation challenge. Here are a few tips from Forbes digital marketing contributor Daniel Newman on how to zero in on only the most qualified leads:

  • Using data to segment your prospects
  • Capturing video data to track interest
  • Building buyer profiles using the right data sets
  • Using content to understand your customers better

Content can be an extremely powerful tool when it comes to not just understanding your customers and prospects, but also engaging them on a deeper level.
In all the discussion about seeking out lucrative accounts, sometimes it can be easy to forget an important thing: Accounts don’t buy technology – people do. And people make purchases for any number of different reasons, making it vital that you keep the human element in mind when developing content and ABM strategies.
A one-size-fits-all message usually will not resonate with the individuals in the account you need to reach. Your marketing content should speak to the person, not the company. Content, timing and delivery have to align perfectly to break through the thousands of messages your prospect receives each day.

  • Who do they listen to?
  • When do they listen?
  • What types of content do they consume?

Of course, your personalized, emotion-based content created for your account-based marketing efforts is only as good as your ability follow-up in a personal, relevant and timely manner. Interact with new contacts as what they are – people, not accounts.
Are you part of this rapidly growing trend? Are you still in the consideration phase? Well it’s time to get in the game, as preparation should begin now for your 2016 ABM program if you want to be off and running (and keeping up with competitors) at the start of the year.
Creating a strategy, identifying key accounts, securing budget—these things take time to research, develop and go through the appropriate approvals. Why not get a jump on them now? Not to mention, you’ll also need to devote time to building out your content and campaigns, and gathering the insight you need to figure out who the people behind your key accounts are, what they value and what they need.
But the best reason to start focusing on ABM now is because it works and you can bet your competitors have noticed that it works too. So go ahead and take a look at your current B2B marketing strategy. Is everything performing at optimum levels? If not, perhaps it’s time to focus less on programs that are not providing significant ROI and put more time into ABM. Don’t wait until tomorrow because by tomorrow it could be too late.
Image via Search Engine People Blog

Nick Price

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