Account-based marketing is a marketing technique used to support sales 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 personalized way! I’ll explain how I set it up to generate leads for our sales team!
Identifying your visitors: the key feature
The major challenge of account-based marketing is identifying the anonymous visitors to your site, while complying with the GDPR.
From Webmecanik Automation, I can see the behavior of visitors on our site. That is what ABM is based on: when IP addresses are anonymized, Webmecanik Automation connects them with the public database of company IP addresses to associate the name of a company with an anonymous visit. I therefore know which companies are showing interest in my company by visiting my website.
And since there is a strong chance that these users did not visit the site by accident, I pass this information on to the sales team. To do this, I set up a weekly report of visitors whose company was identified by ABM.
Info: this technology is based on IP addresses, which are generally assigned to companies. This technique therefore only works in B2B and especially if you are targeting large companies. As this information is considered personal data according to the CNIL and the GDPR, Webmecanik Automation anonymizes it automatically, and you will not be able to use this data.
Managing your contacts at the account level in B2B
Following this report, the salesperson can have an overall view of the company’s activity and no longer just that of a single contact.
To make this more precise, I set up a scoring system by company. The scoring, as a reminder, is this very practical tool that makes it possible to assign points to a contact for each action taken. For example, visiting a page: 1 point, downloading a resource: 10 pts, attending a webinar: 15 pts, etc. This way, I can see the overall activity of contacts at the company level, even if it is the activity of several different people. This 360-degree company view is really appreciated by the sales team, because sometimes contacts may be not very active but numerous within the same company, or few in number but very active. It is important to be able to identify these different cases in order to adapt the sales approach.
This information is also very useful in after-sales: a client company that regularly returns to our site may need information. This allows us to contact them proactively, even before they may have lost patience, or before a new opportunity slips through our fingers.
Info: for sales teams, ABM reduces by 50% the time wasted by sales teams on ineffective prospecting (Source Marketo).
