It’s almost an unfair irony that as marketing technology for personalization gets better, buyers are spending more and more time researching our products anonymously. Although we have better ability to get our prospects targeted messages, since buyers are postponing the hand-raise, we have a much smaller window of time to actually deliver those messages.
For a few years now, B2b marketers have focused most of their energy on getting a contact or lead. Currently, a big concern for marketers is that thanks to digital buying behavior, the prospects visiting their website remain “unknown” to them for much longer than they’d like. Not only is this frustrating for marketers, but it holds back the sales team, as they’re either twiddling their thumbs waiting for leads to come or circumventing marketing all together and focusing on the accounts they can pursue on their own. Many marketers have responded to the changes in behavior by trying even harder to get more leads and employing new tactics to help them do that. Then, once they’ve collected what they consider to be the necessary information, they start nurturing them in a meaningful, targeted way.
But what if you didn’t actually need persona data in order to do effective nurturing?
In fact, if you’re willing to reevaluate what information you need about a website visitor in order to proactively market to them, you may realize that you’re not as powerless as you thought. While you may lack certain persona or contact data, you have the potential to collect a significant amount of information about the company your prospects work for such as its size, industry, geographic locations and of course, its name.
Marketers can use this data to create campaigns, target prospects, deliver content and track website engagement, which means the lead nurturing has begun long before you have a lead. Sales can also use that information to start looking for contacts within those companies, which means they don’t have to wait around either.
Using this data, marketers can include even “anonymous” prospects in targeted campaigns that include advertising, social media, email, events, website experience and personalized follow-up. While at first glance, it seems that digital trends have given us more work, by changing our strategy to one that focuses on accounts, we actually have the potential to do more focused work that delivers better results. If we’re smart about it, we can actually accelerate the sales cycle.
To learn more about how B2B Marketers can use an account focus to improve performance, check out our post “How to Hack the B2B Buying Cycle” on MarketingLand.
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