Skip to content

90-Second Demo

Results Guarantee

Client Login

Search:
SimplyDIRECT
Survey Based Demand Generation
SimplyDIRECT
  • About
    • Our Team
      • Leadership
      • Customer Success
      • Operations
      • Sales
    • Our Clients
    • Giving Back
  • Services
    • Surveys
    • Custom Data Build
      • Free Trial
    • Market Research
    • Content Creation
      • White Papers
      • Infographics
      • Pulse Reports
    • Direct Mail
  • Case Studies
    • Testimonials
  • Research
  • Blog
  • News
  • Contact
Linkedin page opens in new windowTwitter page opens in new windowYouTube page opens in new windowMail page opens in new window
  • About
    • Our Team
      • Leadership
      • Customer Success
      • Operations
      • Sales
    • Our Clients
    • Giving Back
  • Services
    • Surveys
    • Custom Data Build
      • Free Trial
    • Market Research
    • Content Creation
      • White Papers
      • Infographics
      • Pulse Reports
    • Direct Mail
  • Case Studies
    • Testimonials
  • Research
  • Blog
  • News
  • Contact

Blog

arrows

Trends Driving Account-based Marketing

Account-based Survey Guru Lisa VitaleThis past year has seen a considerable increase in the trend towards account-based marketing (ABM).  As a recent blog post by Sirius Decisions* notes, 2013 saw the term’s first appearance on Google Trends due to its uptick in global searches – and there’s a reason for that. B2B buyer trends are driving changes in marketing’s approach to lead generation.  Fortunately, ABM is uniquely suited to meet those changing needs due to its highly-targeted approach which focuses on strategically selected key accounts as markets-of-one. 

 

Consider the following trend-driving statistics:

 

  • 82% of prospects value content targeted to their specific industry**.
  • 75% of executives will read unsolicited materials that contain ideas that might be relevant to their business**.
  • 67% find content targeted to their job function valuable**.
  • 57% is how far along the average B2B buyer is in the purchase decision before engaging a supplier sales rep***.
  • 12% is how much of a customer’s total mindshare the average supplier has across the entire B2B purchase path***.

 

Clearly, getting the right content to the right people is both vital to suppliers and valuable to buyers. However, actually getting their attention and engaging them with that content is challenging at best.  Couple this with the ubiquitous (and seemingly ever-more exigent) need to do more with less, and the imperative for a highly-targeted and efficient approach to account penetration is clear.

 

To this end, ABM operates under the principle of quality, not quantity – it targets the most suitable and likely-to-buy accounts, as well as key decision makers within those accounts.  Because of its highly-targeted and prioritized nature, ABM is essentially ‘qualified lead generation.’ Further to this, is the ability it affords to leverage customer-specific intelligence through the customization of messaging for each account, or even individual contacts. This approach “amplifies your content ROI**,” by delivering insightful, highly-relevant, and account-specific content directly to your target audience.  As such, ABM is much more effective and efficient than broad-based lead gen tactics with their invariably dubious qualifications.

 

Underlying the success of any ABM approach are two key factors: current, highly-specific intelligence to inform your content, and a deep, accurate marketing database.  Recent research by a subsidiary of SimplyDIRECT revealed that 85% of marketing executives from major technology companies feel that their databases require updating – a clear opportunity for those with a robust database providing access to senior decision makers!  After all, getting to “yes” means getting to the right person.

 

With its unique ability to penetrate target accounts purposefully and precisely, ABM both broadens and deepens relationships within those accounts.  Content tailored to provide explicit and customized insights regarding how a particular account can leverage your solution, will resonate and engage prospects far more effectively than traditional lead generation tactics.  You can streamline and simplify your lead gen approach with ABM, while penetrating your targeted accounts through precisely the right pre-qualified contacts to achieve success.

 

SimplyDIRECT’s account-based survey service provides the ideal mechanism to implement your account-based marketing strategy. It enables sales to engage directly with individual high-level executives and to better understand their business and emotional needs and challenges. Armed with resulting customer intelligence sales is then better able to foster a personal relationship by helping prospects meet their needs. Aggregated survey results provide insightful content that marketing needs to further lead generation activities.

 

To learn more about SimplyDIRECT’s approach please download our account-based survey process infographic. 

 

References:

* Are You Ready for Account-based Marketing? Sirius Decisions blog post, January 2014

** Insightera eBook, Why your demand gen plan needs account-based marketing

*** The Digital Evolution in B2B Marketing, CEB

  • Lisa Vitale
  • February 23, 2014
  • Categories: Blog
  • Tags: account-based marketing, account-based marketing trends, B2B sales
Recent Posts
How to Increase Your Chances of Targeting the Right Accounts First
Gatepoint Research article presents: Hold The Line: Reducing Employee Dependence On Phones
Align Once, Measure Twice: Success Metrics for Marketing and Sales Teams
More Posts
Categories
Tags
abm account-based marketing account-based surveys account penetration alignment B2B buyers B2B Content marketing B2B Marketing B2B marketing strategy B2B sales B2B sales process Big Data busiess persona buyer's journey buyer behavior buyer engagement buying process campaign success Commercial Insight Compelling content content marketing content relevancy customer engagement data databases decision maker demand generation email lists good leads Insight Selling IT decision makers key accounts lead generation list building prospect surveys remarkable content Sales and marketing Alignment sales enablement sales process sales prospecting social media target account target accounts thought leadership web surveys

Contact Us

Locate us.

490A Boston Post Road
Suite 14
Sudbury, MA 01776

Give us a call.

978-823-1670

Send us an email.

sales@simplydirect.com

Get In Touch

    This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

    © 2023 SimplyDIRECT Corp.
    Privacy Policy
    Go to Top
    We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. By clicking “Accept”, you consent to the use of ALL the cookies.
    Do not sell my personal information.
    Cookie SettingsACCEPT
    Manage consent

    Privacy Overview

    This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
    Necessary
    Always Enabled
    Necessary cookies are absolutely essential for the website to function properly. These cookies ensure basic functionalities and security features of the website, anonymously.
    CookieDurationDescription
    cookielawinfo-checkbox-analytics11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Analytics".
    cookielawinfo-checkbox-functional11 monthsThe cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional".
    cookielawinfo-checkbox-necessary11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookies is used to store the user consent for the cookies in the category "Necessary".
    cookielawinfo-checkbox-others11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Other.
    cookielawinfo-checkbox-performance11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Performance".
    viewed_cookie_policy11 monthsThe cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. It does not store any personal data.
    Functional
    Functional cookies help to perform certain functionalities like sharing the content of the website on social media platforms, collect feedbacks, and other third-party features.
    Performance
    Performance cookies are used to understand and analyze the key performance indexes of the website which helps in delivering a better user experience for the visitors.
    Analytics
    Analytical cookies are used to understand how visitors interact with the website. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc.
    Advertisement
    Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. These cookies track visitors across websites and collect information to provide customized ads.
    Others
    Other uncategorized cookies are those that are being analyzed and have not been classified into a category as yet.
    SAVE & ACCEPT