How lead nurturing works in Account-Based Marketing?
Digital Marketing Specialist at SalesboxAI
Lead Nurturing and Account-based Marketing
Lead nurturing is the automated process of sending personalized and relevant content to prospects and customers at every stage of their account life cycle. It focuses on marketing and communication efforts on listening to the demands of prospects and providing the information and answers they seek.
ABM is a strategy that directs marketing resources to engage a clearly defined set of target accounts. The marketing team will focus on creating content, organizing events, and arranging entire campaigns dedicated to the people associated with target accounts. Unlike other strategies that focus on industry and titles as a whole, ABM provides a tactical marketing approach based on the specific attributes and needs of the account you’re targeting.
How Account-Based Marketing Boost Lead Nurturing process
When an unknown website visitor gives enough information about themselves to become a qualified lead, it’s because they’re interested in your brand. But these people may not be ready for a sales call or a sales pitch. Lead nurturing campaigns help marketers build relationships with the buyer group, from their first interaction to the time they’ve become a frequent return customer.
Here is how ABM boost the Lead nurturing Process:
1. Operating with right accounts
Account-Based Marketing approach checks for the Account Fit. Account fit describes how well a particular buyer group matches the brand’s ideal target account or customers. This introductory-level data will tell you if an account is worth pursuing at all, and breaks down into three categories:
Demographics—The Company size, location, etc.
Firmographics — Company name, size, location, annual revenue, etc.
Budget, Authority, Need, Time (BANT)— Can the account afford you? Do they have the authority to purchase? Is there a need you can answer? What is their timeline?
Most of this information easily collected with forms in front of gated content, email subscriptions, or a quick Google search.
Choosing the right accounts and nurturing them helps the marketers in achieving their targets easier and the sales will get enough leads based on their account list to follow-up with
2. One-to-one Experience
The beauty of ABM is that it’s personalized to targeted organizations; the contents will speak directly to the targeted buyers within the accounts and deliver messages understanding their pain points.
The right set of accounts receiving accurate messaging based on the individual buyer job title and needs helps in generating higher responses and better ROI for your campaigns.
3. Prioritizing Accounts
Your account-based system needs to have the capability to prioritize the accounts based on their interest in your product or service. By tracking the online behavior to determine how attractive your brand is to a buyer is the next stage. Is the account traveling through your account journey? How often do they visit you? What is the individual lead score? What is the account level lead score?
Prioritizing accounts helps your sales to focus just on the right account rather than wasting time with un-cooked accounts.