A Complete Guide To Demand Unit Based Marketing
Digital Marketing Specialist at SalesboxAI
A decade ago, the best B-to-B marketing plans were revolving around generating as many leads as possible. Marketers were in a numbers game, they focused on getting maximum leads to fill the funnel by blasting out the same generic ads, emails, and content to everyone. The outcome was simple, getting their email address to follow-up and blast another set of mails.
It was a decade old story, now we (marketers) have modern tactics to follow 🙂
The Rise of ABM
Account-based marketing started to take off in the mid-to-late 2000s. It caught on because it was different. ABM turned the traditional approach to B2B marketing; it doesn’t revolve around unwanted leads Instead ABM helped to prioritize quality over quantity. Now marketers only target specific accounts that will help you hit your company’s revenue goals.
With ABM, companies that you know would be a good fit for your product are identified. Then you target those companies with personalized campaigns, with the ultimate goal being to convert those “target accounts” into opportunities for the sales team.
ABM has gone through different evolutions in the past years and several additions were made to the conventional ABM practices. Demand Unit Based Marketing has created a new dimension to ABM by adding on-demand marketing practices to AI-based b-to-b platform. Demand Unit Based Marketing leverages Sirius Decisions Demand Unit Waterfall model which adds buyer-centric approach to Account Based marketing.
What is Demand Unit Based Marketing(DUM)?
Demand Unit based marketing is a more evolved version of ABM in which conversations are orchestrated with individual Buying Group members around on ways to help them fulfill their business needs.
The Demand Unit based marketing provides a much improvised and cleaner approach for your ABM strategy. It gives organizations that have been thinking about ABM for a while the push they need to start implementing the strategy. And for those who have been doing ABM for some time, DUM serves as a guide for how to do ABM even better.
Demand Unit Based Marketing differs from other types of marketing in that it converses with all members of an organization with the same repetitive conversations. DUM targets key demand unit members within an organization and reach out to them with personalized one to one conversations. Remember, when it comes to closing a deal, it’s rarely a single person making the decision. (With enterprise deals in particular, 17 people are typically involved in the decision-making process…17!). Reaching different decision-makers addressing their pain points with personalized messages helps to close deals much faster.
Where Demand Unit Based Marketing (DUM) and Account Based Marketing(ABM) Meet
As we have discussed earlier Demand Unit Based Marketing is an advanced version of ABM, the newer version has consumed all the positives of ABM and polished its negatives. Both have the same theory, where newer approach surpasses traditional approach with right tactics that fits to the modern business needs.
1.Buyer Level Focus
The modern version of ABM focuses on the buyer-centric approach where buyer groups are targeted from relevant accounts. On the other hand, the typical ABM approach focuses only on major decision-makers at the Account level. ABM engages with leads and scores them to generate opportunities; this approach doesn’t have the vision towards the bigger picture with multiple buying groups involved. Demand Unit Based Marketing recognizes that each purchase decision typically includes multiple buyers and influencers across departments, functions, and geographies. Buyer level focus allows sellers to explore the possible options to close the deals in an accelerated way.
2. Personalized Conversations
Conversations are the most important factor in marketing, with the use of automated tools conversation become robotic for the past few years. Most companies following ABM approaches leveraged email blasting tools to mass communicate with the targeted leads. Each lead in the account list were spammed with auto mailers, this method is not going to be practical anymore. With GDPR and other regulatory measures, these communications are in the red zone.
Demand Unit Based Marketing uses AI-Powered adaptive measures to converse with leads in one-to-one communications across channels. Each buying unit member will converse with the right seller group members on topics which buyers are interested.
For example CEO from the seller group may communicate with the buyer group Marketing Director with the on a marketing related product, at the same period of time Sales Director of the selling team will contact the Sales Director of the buying team mentioning about the sales benefits of the same product. Demand Unit System takes major decision-makers, influencers and other key members to get a deal over the line.
3. Intent-based approach
Being the early beneficiaries of the technological advancements, ABM marketers have started using intent data to identify the right prospects for their products. Demand Unit Based Marketing considers intent data to be one of the major signals in finding the right prospects for your business. DUM identifies the buyer intent and focuses on the right buyers based on data signals. This approach emphasizes on the group of people who have already shown interest in your product/ similar products rather than mass marketing to unknown accounts. Intent signals make Demand Unit Based Marketing much targeted than the older versions of ABM.
Benefits of Demand Unit Marketing
1. Strong alignment between sales and marketing
While modern marketing best practices have been stressing the significance of sales-marketing alignment, the DUM model takes it to the next level with the dividing lines being eliminated. Since there are a limited number of accounts that are actively in-market for your product, it doesn’t make sense to divide them up into sales and marketing. Instead, both teams work together to reach and convert their target accounts across each stage with the DUM framework.
This type of alignment is a key driver of success in ABM 3.0. If you look at the most successful organizations, you’ll notice that their sales and marketing teams work together from the very beginning to deliver relevant, engaging messages across the funnel.
2. ABM Simplified
Beyond just simplifying the sales and marketing process, the new DUM has also shed a lot of weight. ABM had a dizzying array of acronyms: TALs, INQs, AQLs, TGLs, TQLs, SQLs, SGLs. Ditching this alphabet soup of acronyms makes things more simplified and tailored in DUM.
3. Top-notch Customer Experience
Instead of sending random automated messages with robotic tools, DUM communicates with buyers in personalized conversations to provide top-notch customer experience. Every member of the buying group will get a feel that he is communicated personally in a one- to- one conversation with appropriate members of the selling group.
4. Efficient and optimized
Because DUM is so targeted with its marketing efforts, resource-waste is limited. As you’re only engaging with prospects that are likely to buy, DUM is a much trimmed approach when compared to other marketing techniques. A combination of the narrow-focused approach along with the personalized customer experience helps in higher conversion rates.
5. Better ROI
One of marketing’s biggest challenges has always been justifying the budget. With optimized and efficient efforts DUM provides the best in class ROI. Schedule A Demo with our Demand Unit Expert to learn more about the budget benefits of Demand Unit Based Marketing.
Tips for creating demand unit plan.
For B-to-B marketing leaders, it’s important to understand and plan their 2020 fiscal year with the promising and on-demand tactics in the market. These tactics include changing their focus from individual leads to buying groups, moving from linear nurture flows to dynamic interactions, and effective use of social media in the marketing process.
ABM 3.0 Planning Guide will walk you through the major factors marketers should consider while deciding the buyer journey in 2020.
Future of DUM
The marketing leaders in the new era need tools which help them align with the trends in the market. SalesboxAI was built by experienced marketers to solve modern business problems. With the powerful AI platform, SalesboxAI allows marketers to incorporate demand unit based marketing techniques with utmost precision. From finding the buyer intent until closing deals, Artificial Intelligence will work alongside the human force to close more deals faster.
SalesboxAI helps you to Listen, Discover, Target and Engage with your buying group members and accelerates the buying process. AI identifies the right buying group members from your targeted accounts based on their intent and collects deeper insights to respond in a human-like way. SalesboxAI Engage solution allows marketers to generate sophisticated demand unit centric engagement between selling group members and buying group members.
While it may seem hard to implement ABM 3.0 and take advantage of the new Demand Unit Waterfall, SalesboxAI makes it rather effortless. It is all part of our partnership promise to you that receive all the support you need to grow profitably.
To learn more about SalesboxAI Schedule A Demo