Account based marketing is a marketing method used in B2B to detect and target key accounts that are interested in your product. The goal? To enable you to contact qualified leads in a personalised way! I’ll explain to you how I have set it up to generate leads for our sales team!
Detect commercial opportunities in B2B, Identifying your visitors: key feature
With Webmecanik Automation, I can see the behaviour of our visitors on our website. This is what ABM is based on: When anonymising IP addresses, Webmecanik Automation links the public database of company IP addresses in order to associate the company name with the visit of an anonymous person. I therefore know which companies are interested in my business by visiting my website.
And as it is highly likely that these users did not visit the website by chance, I pass on this information to the sales team. To do this, I have set up a weekly report of visitors whose company has been identified by the ABM.
Please note:
This technology is based on IP addresses when they are dedicated to companies. This technique therefore only works in B2B and especially if you are addressing to big companies. As this information is considered as personal data according to the CNIL and GDPR, Webmecanik Automation automatically makes it anonymous, you will not be able to use this data.
Manage your contacts at the account level in B2B
As a result of this report, the sales representatives can have a global vision of the company’s activity and not only just a contact.
To clarify this, I have set up a scoring system for each company. Scoring, as a reminder, is a very useful tool that allows you to assign points to a contact for each action done. For example, when visiting a page; 1 point, when downloading a resource; 10 pts, when participating in a webinar; 15 pts, etc. This is how I see the overall activity of contacts at company level, even if it is the activity of several people. This 360 degrees company view is really appreciated by the sales team because sometimes contacts can not be very active but few people for the same company, or not a lot but very active. It is necessary to be able to identify these different cases in order to adapt the commercial approach.
This information is also very useful in the after-sales process: a client company that regularly returns to our site may need more information. This enables us to contact them proactively, before they become impatient or that we miss a new opportunity.
Fact:
for the sales, ABM reduces by 50% the time lost by sales teams in inefficient prospection (Source Marketo).
