A journey of a thousand miles begins with a single step. If that traveler is a B2B prospect account, you as a B2B marketer want to know as much as you possibly can about not only the account undertaking that journey but about that step itself. The question is, how do you get that data? And, more importantly, what do you do with it once you have it?
Everything Begins with Intent
The B2B prospect’s journey begins with them demonstrating interest in your product or service. They research using digital trade publications, visit relevant websites, download thought leadership content. Intent doesn’t necessarily mean they’re interested in your exact products, but they’re in the ballpark. They’re interested in the ideas around your products.
However, once you understand that a B2B prospect account is demonstrating intent around these ideas, you can start marketing to them. Madison Logic’s ActivateABM™, for example, monitors thousands of B2B intent topics, so we know when an account is surging in those most relevant to our clients.
Once we know that, ActivateABM™ can really get going, serving them hyper-relevant messaging and content that they are far more likely to engage with. And once they download a white paper or attend a webinar, they pass from being a prospect to a lead.
Traditional ABM vs ABM with Journey Optimization
It’s a myth that every lead demonstrating intent is immediately ready-to-buy. Yes, they’re demonstrating intent (and they’ve interacted with your content) which puts them in a category that’s more likely to be ready to buy, but it would be a fatal mistake to hand that lead over to sales right away. There’s nurturing to be done.
If you’re like most B2B marketers, you have a marketing automation program primed and ready to take over once a prospect has self-identified. You’ve built nurture tracks that provide relevant content at every stage of a buyer’s journey. Your marketing automation understands where they are in the journey based on the activity they’ve exhibited as they progress through your nurture tracks.
However, marketing automation can’t execute media across the B2B web. Up to now, traditional ABM has viewed this as a sort of “hand-off” where ABM defers to MA. Madison Logic doesn’t see it this way. Account-based marketing should continue through the nurturing process, intent insights are valuable at every stage from MQL to SQL, until they convert.
With Journey Optimization, Madison Logic’s ActivateABM™ has deep integrations into both marketing automation and CRM platforms. In other words, ActivateABM™ actively listens to the behaviors that a lead is exhibiting and can deliver content or execute digital advertising accordingly. We’ve seen the combination of media execution and content syndication accelerate pipeline velocity, driving leads to conversion more quickly and efficiently.
The Extent of Intent
That intent insights are valuable to your sales team bears more scrutiny. Intent insights are comparable to “trending topics” on a social media platform like Twitter or Facebook. ActivateABM™ale can identify them for each account. With ActivateABM’s Journey Optimization, these terms pass into a company’s CRM instance, giving your sales team the information to have more relevant, meaningful conversations. In the end, Madison Logic’s ActivateABM™ with Journey Optimization not only tells you who to call, it tells you what to say.
(Photo Courtesy Adam Bautz.)
For more information about Madison Logic’s Journey Optimization and how we integrate with Marketo, download this PDF.