How to sharpen your B2B marketing experience strategy

If your client is a company, you may need to interact with a number of decision-makers and influencers in that organization. For this reason, a lot of teams use account-based marketing (ABM) techniques.

In order to do this, marketers must provide prospects with experiences and material that are relevant for where they are in the buyer's journey. This entails planning a strategy based on the several stages of interaction your marketing team achieves with your target.

As the head of revenue marketing at Precision Marketing Company Integrate, Stephanie Swinyer stated, "It's our job to connect with buyers in the channels that they're in, and that now requires more digital touchpoints and involves more individuals in the decision-making buying group."

The number of people in the organization that you intend to communicate with for a specific message or experience must first be known. Next, align these tactics with real businesses in your desired area or market.

Three tiers of focused interaction

These three fundamental engagement tiers or flavors serve as the framework for your ABM strategy. You will be offering one-to-many, one-to-few, or one-to-one experiences, depending on how involved the prospect is.

a single-to-many account. These experiences can be engaged with by any member of the organization. At this point in the organization's buyer journey, people may be investigating your company's products on their own. They may also be reviewing reviews left by colleagues in the business or investigating your rivals.

Your team may ascertain whether the account is in the market and actively seeking to purchase based on the intent signals produced by these interactions. They could be looking for a better deal or expressing interest in another way.

Unit of Demand (one to few). This is a smaller group within the company that is in charge of making important purchasing decisions.

"We enter that demand unit or buying committee when we've determined that an account is in-market," Swinyer explained.

You can message these demand unit members on more individualized channels like social media, or you can invite them to a webinar that provides them with further information about your company's products, in place of passively placing advertising on a peer review site.

personal (one-on-one). Your ABM strategy will direct you to influential executives who have purchasing power later on in the funnel. Personal calls and meetings will also engage the sales team. These marketing communications will be tailored to replicate the individualized care that a live agent offers.

Giving important accounts the experiences they deserve

The engagement levels are arranged in a pyramidal fashion, with a multitude of experiences being distributed one-to-many and a limited number of one-to-one messages reaching the most important individuals at the top.

Your one-to-many encounters, which are at the base of the pyramid, consist of emails, retargeting, display advertisements, and paid media that are intended to nurture every prospect in your target market.

"Consider this as your continuous endeavor in sales and marketing to identify, find, and develop those who meet your ideal client profile," advised Swinyer.

Up the pyramid, more experiences will be introduced based on these first interactions with all target accounts. More focus and resources will be allocated to the way your team interacts with these higher-value individuals because there is a smaller pool of connections. One-to-few is the ideal strategy because of this.

"This is really account-level when you get to one-to-few," stated Swinyer. "So, you're considering the narrative you're telling about your account."

Currently, marketing is coordinating with sales and providing more focused efforts, which may involve a product presentation or a call blitz on these important individuals.

This takes us to the top of the pyramid, where the senior leaders are positioned to leverage even more data and information to drive customisation. More sponsored media may also be directed one-on-one at these people.

By structuring your ABM plan around these discrete levels of interaction, you can effectively distribute all of your marketing assets to guide potential customers through the buying process.