Make Data Management Work for ABM
Account-based marketing won’t work unless you target the right accounts. Which is why data plays a key role in ABM. Lead scoring is also important. Lead scoring is a methodology that ranks prospects according to the perceived value of each lead. It looks at all the prospects in your sales cycle and gauges their interest. Lead scoring tallies up scores for your leads and helps you decide who is closest and most eager to purchasing, and who might need more nurturing.
Successful ABM campaigns start by assessing first-party data and digital body languagethe sum total of an account’s online activity such as websites visited and for how long to find the accounts with the highest lead scores. This data shows you where to focus your sales and marketing efforts.
How do you acquire this type of data?
You can filter account lists by company and run more targeted campaigns to drive engagement and ROI. You might power these campaigns using data management focused on accounts by industry, revenue, or geography. With your own data and a targeted marketing perspective, you can then target anonymous users at those accounts.
Using a list of anonymous users at your accounts, you can now target them on external websites using data activation. When these user click on the ad, they arrive at a customized landing page. As the prospects view this unique experience, they are more likely to submit the form. Once they click the submit button, those anonymous users become known prospects and you can capture first-party information.