The business case for more personalised communications from Marketing and Sales

Are impersonal marketing communications killing your customer retention?

Think back to the last mass marketing email you received. Did it have your name on it? Was the content relevant to you and your needs? At a guess, I’d say that it was a generic broadcast communication containing a blanket statement telling you just how fantastic the sender’s products are, and why you can’t get by without them.

Nobody likes someone who only ever talks about themselves.

Broadcast marketing is by nature impersonal. Instead of engaging you with relevant and insightful content that taps into your needs, and strengthens their relationship with you, the message is all about them.

Take the time to understand your target customers before contacting them.

Shift your marketing approach to one that is customer curious. Making the conversation about the customer is a much more compelling proposition. Research your customers thoroughly and you will intuitively know the best time to get in touch, what they want you to talk to them about, and how you can tailor your offering to meet their precise needs at that crucial moment in time.

Engage your customers in a highly personalised way.

Treat your customers as if they are in a market of one and you will have a much greater chance of success. Impress them by taking the trouble to personalise all communications. Use every opportunity to strengthen your relationship – educate them to on better ways of doing business, express your desire to help them achieve their goals, and empower them to act.

How can you personalise your Marketing and Sales communications?

Account-based marketing (ABM) is a popular way to engage B2B customers in a more personalised and proactive manner. It’s certainly not a new thing, but the ability to scale out ABM strategies through the use of digital marketing tools that allow you to learn about customers in real-time, find out what is important to them at any given moment, and use these insights to create targeted, measurable, proactive and impactful 1 to 1 customer engagements is.

Buying cycles are getting longer, and more decision makers are involved than ever before. It makes sense to use ABM software to communicate effectively with all influencers in your customer’s business, building and reinforcing your relationships with them at every stage in the buying cycle by acting on the insights you uncover to strategically tailor your offering, and present it at the right time, and in a way that makes most sense to them.

Making a business case for new account based marketing software tools

Marketing budgets are expected to deliver demonstrable value. According to a survey by Momentum* 85% of marketers say ABM outperforms all other marketing investments – compelling isn’t it?

But before diving in, take a moment to ask yourself what you want to achieve by equipping your team with ABM software? Do you want to:

  • Align your marketing activities with sales and wider business goals
  • Identify and accurately target the 20% of customers with the potential to generate 80% of revenue
  • Give your team the insights they need to understand your customers and prospects better
  • Keep track of key influencers involved at every stage of the buying cycles
  • Stand out from the competition by sharing personalised content
  • Engage with customers earlier in the buying cycle and advise them on what they need to know to succeed
  • Get maximum ROI

Once you’ve pinned down what you want to achieve:

  • Get your Sales and Marketing teams on board. Show them how ABM technology can speed up the research process and leave more time for action. Explain how it can deliver in-depth customer understanding and relevant reasons to engage. Highlight any added value productivity tools like mobile calendar apps and email alerts that keep track of what’s happening in the customer’s world, helping to schedule campaigns, and prepare for customer appointments.
  • Investigate other teams that would benefit such as customer success, onboarding or support. Getting their buy-in adds weight to your business case, turning a request for investment from being one that helps achieve short term marketing goals, to one that will boost wider business collaboration and productivity.
  • Rather than focussing on short-term needs, examine the long-term goals of your organisation and build these into your business case. Likewise, discuss the proposal with leadership teams across the business, get their feedback and incorporate it.
  • Make it eye-catching with substantiated benefits and demonstrable value woven throughout every page. Show how ABM software will help users to hit their targets and generate revenue. Highlight the range of use cases. Mention any competitors already using ABM software and they have returns achieved. Utilise the power of advocacy by including relevant examples of previous customer implementations and the outcomes achieved.
  • Timing is everything, make sure present your case at the right time, and don’t make the mistake of forwarding it to management without putting it in context first.

Introducing Artesian for Account Based Marketing (ABM Software)

Artesian is helping 35,000 client-facing professionals to understand their target market better and improve their ABM activities.

Unlike social media listening tools, it reduces research time by filtering and consolidating important news, to bring ecosystem of customers, prospects, partners and competitors together into a single news feed.

Accessed on the go from any device Artesian constantly triggers ideas for innovative new pieces of content and communication, and enriches them with company data and highly personalised, relevant, contextual insight.

Artesian helps you cut through the white noise, take ABM to the next level, be more competitive and more customer-centric. Find out more here