Current ABM approaches assume that you need to know who the person is to market to them. A core tenant of many B2B marketing “experts” is that good targeting of accounts is key to the success of ABM programmes. This has driven the marketing software industry to solve the problem of anonymous visitors’ identity and a quick look at the leading ABM vendors and you will see that millions of dollars have been invested in this.
What if we challenge that assumption?
After all, this is the biggest limiting factor to the size of your “targetable” market. At this point you are probably screaming at the screen: “How can we sell to them if we don’t know who they are?” Of course you need to know who they are when you get to the sale, but we are contending that you don’t need to know them until pretty late on in their research if you have a well-constructed buyers’ journey. You don’t need to know who they are until they are ready – in a sense, when they have qualified themselves – as long as you stay actively engaged with them through their journey
The second point to consider is that with all the recent advances in identifying people and understanding their intent, you still have to take Buyers on the journey from their needs to your product. And the irony is that actually it is the journey, and the right content that supports that journey, that is far more likely to deliver you success than knowing who is navigating that journey.
When you have mapped your Buyers’ journey and aligned your content to support the journey then you will be able to understand their intent/needs by the route they take through your content. When they are ready you will be able to pass not just a name to sales, but info on why they got there and what is driving their research. With the journey mapped and tracked you will have full marketing attribution to sales.
You might be thinking at this point “That’s nice, but what if they don’t follow through on the journey? Or they get stuck?” Good point. This is where the power of mapping your journey gets really interesting, by using a Next-Best-Content (NBC) AI, we can “drive” your Buyers through the journey. As your Buyer is researching, they will be presented with content that will lead them forward on the journey to purchase. When your Buyer pauses or gets stuck, the Odyssiant AI will “nudge” them in the right direction. The added bonus to this is that by using NBC outbound there is no need for you to build any more multi-stagged email sequences.
Coming back to the assumption that we have to identify all our prospects in order to communicate with them and run our ABM programme, it is clear that this isn’t as necessary as you may have thought if you have Buyer Journey’s in place. But also, if you want to make the most out of your ABM programme then Buyer Journey mapping is essential to enriching your leads and improving your conversion rate.