Get Personal With Customers Through Account-Based Marketing (ABM)
author By Urvashi Melwani
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Get Personal With Customers Through Account-Based Marketing (ABM)

author By Urvashi Melwani Nov 21, 2019
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Gone are those days when traditional inbound marketing practices worked wonders. Today, the one-size-fits-all approach does not prove effective for companies trying to appeal to well-heeled clients and companies. 

Perhaps, this approach has served B2B marketers well for so long but now this digital era has taken over and led to the battle already where everyone is going head over heels to grow traffic and generate more leads. 

One inverted triangle and one normal with text written                                                            Source: Acquia

 

What is the solution then?

It is account-based marketing (ABM) indeed! An action-plan approved by both large and SMBs to help them aim at high-value accounts with customizing or rather personalizing campaigns and raising awareness.

The illusion of (some) control over what visitors are engaging with is powerful, and has a positive effect on visitor psyche. Perhaps, that why personalization works so well. 

Drupal 8’s API-first architecture makes integration easy to implement account-based marketing

This blog will give you deep insights on how Drupal and ABM can benefit enterprises in increasing customer engagement, and what all the tools are there for the same.

Benefits Of Account-based Marketing

Here are some of the ABM benefits listed-

1.  Clearer Path To ROI

 

Account-based marketing is accurate, focuses on personalized targeting, and is measurable too

Account-based marketing is accurate, focuses on personalized targeting, and is measurable too. Considered as appropriate in B2B marketing tactics and strategies for the highest ROI, it is the one that ensures less waste and so the risk.

This practice makes it easier to streamline sales and marketing for consistent marketing that grows accounts.

  1. Faster Sales Process

Due to the involvement of several stakeholders in making a final purchase decision, the whole process gets stretched. As a result, this slows down your typical sales and marketing process. However, ABM provides you the opportunity to nurture your primary decision maker particularly, along with all relevant potential customers, to facilitate and hasten the sales process.

  1. Efficient Use Of Marketing Resources

ABM redefines your marketing efforts on the major accounts to drive the most revenue

ABM redefines your marketing efforts on the major accounts to drive the most revenue. These initiatives let you optimize your most valuable resources: time and money. The integration of sales and marketing efforts can let you focus your marketing team directly with sales to target and produce content for key accounts and build a successful communication with sales.

  1. Right Targets to Get Right Leads

As per this report, there are almost more than 45% of the bad leads that are of no use to marketers even after additional cleaning,  and hence leads to wastage of resources, money, time, and effort.

ABM is a breakthrough marketing practice that helps in hitting on the right lead instead of low-profit or low-level clients 

ABM is a breakthrough marketing practice that helps in hitting on the right lead instead of low-profit or low-level clients that might give you only a small percentage of revenue. ABM has the unique ability to target the right accounts, i.e, large accounts that have the possibility of closing down soon; resulting in right leads and more revenue than those hundreds of the wrong leads combined!

Quick look on the basics of ABM. 

Getting Started With ABM? Tools You Can Consider

Getting rid of age-old marketing tools to embrace the ABM personalization tools, or simply finding a way to seamlessly integrate them into your workflow can be one of the best decisions you can make for better customer engagement.

With tools such as Engagio that help account-based marketers to initiate lead-based marketing strategies for reviewing performances, there are also tools like Terminus that emphasize personalized account targeting, engagement insights for the sales team & ROI tracking. 

Integrate is also one such useful tool that lets you combine and manage several lead generation platforms in one place and save your time and effort of moving back and forth from one platform to another. Uberflip is no less and focuses on delivering the right content to the right audience at the right time. It uses an AI component that acts as a recommendation engine for content delivery to enhance customer experiences. 

How Integrating ABM and Drupal Can Result In Increased Lead Generation, Retention, and New Market Growth?

In this era of “the customer is the king”, it has become extremely difficult for the companies to get noticed and break through the noise.

However, when Drupal 8’s API-first initiative is combined with ABM, enterprises get access to a whole new line of solutions to deal with the problems that have been surfacing for so long, such as relevant lead generation, retention of customers, and new market opportunities.

ABM requires sales & marketing teams to work closely together in pinpointing and selecting individual companies to target and treat each of these accounts as its very own market to see stronger results.

ABM and Drupal collectively understand that audience identification is the key to the personalization and unmatched experience

Drupal is an ultimate martech stack based on open-source and has been built in such a way that it integrates well with all other tools seamlessly. The use of API structure in Drupal allows the use of the latest javascript to create wonderful apps and deliver exceptional digital experiences in real-time.

ABM and Drupal collectively understand that audience identification is the key to the personalization and unmatched experience and therefore, ensures focus & flexibility to target only those accounts which are well-suited as per organizations’ competency. Ideally, Drupal manages content and the ABM platform ensures identification and recommendation.

Today with ABM, any company that has been using marketing automation technology and CRM software can automate much of the tedious work required for mining potential customer data and personalizing the marketing messages to meet the specific needs of the targeted accounts. In addition to this, an ABM strategy makes it smooth and efficient for enterprises to see how much of the money the company is spending on marketing is directly converting into closed sales and revenue or not.

Modules That Fuel Personalization Through ABM & Drupal Integration

Here are some Drupal modules and tools that support ABM for refined digital experiences-

1. Acquia Lift

Amalgamation of the potential of Lift and the capabilities of Drupal allows marketers to select the level of sophistication that fits their needs and budgets

Web Personalization is the key to successful customer experience. An effective personalization pulls and analyzes customer data, and accordingly suggest content to deliver the right experience to the right customers. For similar reasons, Acquia Lift provides the three-step approach, i.e., crawl, walk, and run approach for web personalization. 

Have a look at these three approaches-

Crawl personalizations can be started instantly from a content and data perspective. These are considered as low effort (means general, easily gathered data and personalization that can be ongoing), of varying impact, and with fast results.

Walk personalizations need additional content and more data collection for further defined segments. Considered as a medium to the high effort ( data that requires multiple visits and additional content creation), delivers results with moderate impact. 

Run personalizations demands more content, more personalization activities, and more data for further defining segments. They require high effort ( requiring data collection and integration from other systems, moderate to large-scale content generation, and more analysis and resources to build and implement rules) with high impact during an extended period.Multiple colored boxes with text insideSource: Acquia                                      

Doing it the right way, with the right technology, can only deliver results that will drive customer experience and your business forward. So, Acquia Lift when combined with powerful solutions, like Drupal, results in a powerful yet easy-to-use platform that augments real business results. Acquia Lift facilitates enterprises in understanding their customers and improving engagement with relevant content for unmatched contextual digital experiences.

The amalgamation of the potential of Lift and the capabilities of Drupal allows marketers to select the level of sophistication that fits their needs and budgets to build unified customer personas, based on data like device type, geolocation, and browser history. Following this, Lift delivers personalized content to relevant customer segments through drag and drop Drupal interface.

Acquia Lift offers following features-

1. Simple campaign creation

Marketers can easily create personalized campaigns in just three steps

2. No coding for testing and targeting

Fueling the creation and launch of personalization without any technical skills.

3. Well-defined personalization campaign types

Enterprises can set a/b tests, target personalizations to specific crowd or suggest content across a series of sessions to deliver the best possible experience.

4. Enhanced scheduling

Assists marketing teams aligning personalizations to events, promotions, sales, and press-related activities.

5. Multi-lingual personalization

Personalize in multiple languages by automatically localizing content as per the detected location.

6. Real-time operation and insights

Caters a dashboard from where activities can be reviewed in real-time for both optimizing and validating marketing investment.

  1. Smart Content Demandbase

The Smart Content Demandbase is a targeting and personalization platform to deliver a personalized experience to each visitor on the website in real-time

The Smart Content Demandbase is a targeting and personalization platform to deliver a personalized experience to each visitor on the website in real-time.

It gives enterprises insights on buyers’ persona and so the ability to optimize your ABM at scale.

With Demandbase, marketers can target website content to companies that fit pre-defined criteria based on attributes and metrics like industry, revenue, customer status, or products purchased. Following are its features-

A. Coordination among different channels

Creating and managing target account lists in the Demandbase ABM platform can be done via enabling the third-party system to ingest these lists. This way, they can be used in a coordinated fashion across virtually any channel (email, direct mail, content syndication, etc).

B. Monitor and fragment target account audiences

Audience lists can be easily managed by fragmenting the data brought into the Demandbase Platform through these integrations. This way, opportunities through CRM can be pulled in for increasing the ROI of ABM programs and at the same time use it for boosting account profiles with contact data and both online and offline engagement data, to provide a comprehensive framework of target accounts.

C. Innovation through collaboration

Collaboration with other hundreds of smart, innovative companies who are building capabilities to benefit ABM marketers will grow only in the coming times. The Demandbase ABM Ecosystem will facilitate clients to benefit from such innovations alongside future capabilities that Demandbase delivers.

D. Seamless data integration

In a world where martech stacks are overflowing, siloed data comes up as a huge challenge for every CMO in achieving the desired ROI. With the enablement of complementary solutions to pass data between systems, the Demandbase ABM Ecosystem can eliminate the risk of buying decisions and enable the marketer to get to value quickly.

  1. Smart Content Module

Marketers can leverage browser conditions, cookies, or third-party APIs to display various content for anonymous and authenticated users

The Smart Content module builds for Drupal 8, can be easily integrated with any data source to facilitate enterprises deliver segmented content- via Drupal admin, as per industry, buyer stage, location or other crucial segments.

It is a toolset that enables the personalization of an anonymous website in real-time. Marketers can leverage browser conditions, cookies, or third-party APIs to display various content for anonymous and authenticated users.

However, it has limited functionality on its own as it is designed to work in conjunction with other modules to boost the power of personalization.

Two of its components are-

1. Smart Content Blocks

Smart content block lets you insert a smart content block on any page to hide/show/swap content within that block, as per the conditions defined by a content administrator. These blocks can be added anywhere, and even in multiple regions on a single page.

2. Smart Content Segments 

You can create, save, and manage a set of conditions, knowns as segments with it. These blocks can use any segment(s) to display the corresponding content.

Smart content lets an API with available data be used as conditions to boost your personalization strategy and better leverage the tools you already have.

Final Words

Drupal and ABM take personalization to the next level collectively and also empower sales and marketing teams. The results obtained are - increase in customer engagement, relevant leads and prospects, enhanced customer retention, and hence sky-rocketing ROI. 

If your enterprise is looking for inculcating Drupal and ABM platforms, then you are in the right place! Srijan has helped its clientele in maximizing their ROI and it can help you too. Contact us now!

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