Account Based Marketing
Application of highly personalized marketing techniques in B2B, Account Based Marketing (ABM) is implemented according to the functioning of the prospects. There are 3 reasons to use an ABM solution: marketing, customers and sales.
ABM can be defined as an application of one-to-one marketing techniques in B2B. The principle is to initiate adapted and personalized marketing actions. These actions are initiated according to the needs and operating modes of prospects identified and qualified as potential key accounts.
The implementation of account based marketing can be seen as innovative when personalization techniques are also put in place. To push this process even further, individualization techniques can be implemented before lead management, such as personalized SEO, personalized content marketing, etc. Other technologies, such as content management platforms or social selling, can be used. The targeting of prospects can then be done via scoring or commercial intelligence devices that detect business signals.
B2B “Business to Business” which describes the exchange activities between companies. It is also called “inter-company trade. It is often opposed to B2C “Business to Consumers”, which corresponds to exchanges between a company and individuals.
The exchanges between companies have their own particularities:
The purchase decision is often made in a collegial manner, unlike B2C where the consumer/user is also the buyer/decision maker.
The amounts at stake are often much higher in B2B and a customer can represent a very important part of the turnover of a B2B company.
The decision cycle in B2B is longer and more complex, on average, than in B2C. This is referred to as a long sales process, or a complex sale.
Content marketing brings together practices that aim to provide prospects with a set of useful and entertaining content. With the development of the Internet and new means of communication – including social media – the practice of content marketing has exploded!
Content marketing makes interactive and useful content available to prospects, customers or various Internet users. Both B2C and B2B, it takes time and resources for its conception and distribution. Content marketing is composed of many elements and has many objectives. Finally, as a technique to be implemented on the long term, don’t expect to have a ROI the following month!
In B2B, the objectives of content marketing are :
- attract, identify and score leads and prospects
- to do inbound marketing
- do lead nurturing
- position yourself as an expert in a particular field
- generate SEO gains
- maintain a presence in the minds of prospects or customers
E-marketing represents all marketing and advertising actions related to digital in B2B and can be divided into 4 main parts. Wishing to reach Internet users in an ultra-personalized way by being interactive and as inexpensive as possible, e-marketing is divided into 4 main parts: the implementation of a strategy, traffic generation, web-analysis and loyalty.
E-marketing – also sometimes spelled “emarketing” – represents all marketing and advertising actions related to digital in B2B with a marketing objective, promotion and development of a website. The main goal of e-marketing is to reach Internet users in a personal way with a personalized message, sent on the right channel and at the right time. All this of course while being interactive and with the lowest possible cost.
Marketing automation – sometimes also called lead automation – corresponds to all the solutions and techniques that aim to automate marketing campaigns. Marketing automation allows you to automate repetitive tasks such as sending emails…
The marketing automation or lead automation corresponds to all the solutions and techniques whose goal is to automate marketing campaigns. Thus marketing automation allows to automate repetitive tasks such as sending emails…
The objective of lead automation is also to optimize the generation and management of leads. To do this, marketing automation allows you to record all the actions of prospects, in order to evaluate them and adapt marketing actions to each of them. It is possible to measure their actions on a website, on a mailing, on social networks … Thus the strength of lead automation is to react to the actions of prospects. For example, if a prospect downloads a white paper, it is possible to automate a thank you message that will be sent to him.
Digital marketing includes all marketing activities used online to build relationships with customers and prospects, such as websites, blogs, social networks and maintaining digital advertising. Marketing has always been about connecting your business and your audience in the right place at the right time. Today, you have to meet consumers that they spend most of their time on the internet. Digital marketing strategies for B2B companies usually focus on lead generation to connect with sales people. Therefore, the role of such a strategy is to acquire and convert the most qualified leads via websites and other digital channels, and hand off to the sales team. Beyond the website, other very specific channels are used such as LinkedIn or specialized content sites.
The marketing mix groups together all the marketing decisions and actions taken to ensure the success of a product, service, brand or company in its market. These decisions are generally taken in 4 main areas: product, price, communication and distribution policies.
The marketing mix represents the variables that marketers can play with to best satisfy their target market. There are 4 variables, which are also called the 4Ps: Price, Product, Promotion and Place.
The implementation of the marketing mix must enable the objectives of the marketing strategy to be achieved. The decisions made within the different variables or policies are interdependent and must therefore be consistent. For a service, it is necessary to use the 7Ps: Product, Price, Place, Promotion, Process, People, Physical Evidence.
Relational marketing is the set of marketing actions that aim at establishing a long-lasting, reinforced and enriched relationship with its customer. The goal of relational marketing is to build customer loyalty and even increase consumption. It is a relationship that is built progressively thanks to the exchanges between the company and its consumer. These exchanges are done on different communication media: website, emails, social networks…
This relationship can be reinforced by rewards offered to customers (invitations, loyalty card, advantages…). Relationship marketing is opposed to transactional marketing, which is focused on the act of selling.
Scoring / Lead Scoring
Le lead scoring désigne l’attribution d’une note – d’un score – à un lead. C’est une technique marketing efficace pour segmenter votre trafic web et optimiser vos campagnes de marketing digital. Le lead scoring permet de qualifier un prospect sur le plan quantitatif en le notant. Cette notation est calculée en fonction de divers critères – choisis lors du paramétrage du lead scoring – basés sur des informations personnelles collectées sur l’entreprise et sur les actions qu’elle a pu effectuer.
Selon les critères choisis, le lead scoring reflète le potentiel d’un prospect, son intéressement pour la solution proposée ou encore sa position dans le cycle d’achat. Il permet ensuite de sélectionner des cibles, de les prioriser et de personnaliser les actions marketing engagées.
The marketing strategy is a coordinated action plan implemented on the medium or long term by a company to achieve its commercial and marketing objectives. The marketing strategy is one of the components of the company strategy. Depending on the case, the marketing strategy can be understood at the global level of the company or can only apply to a product or a family of products. It is thus possible for a company with a varied activity to combine several marketing strategies according to its fields of activity.
The marketing strategy is developed in several stages:
The diagnosis of the company: that is to say an internal and external analysis of the company which includes its strengths and weaknesses (internal) and its opportunities and threats (external). This step gives you an idea of the market you want to enter.
Setting objectives: You must set objectives to be reached, both quantitative (turnover, margin rate, number of products sold…) and qualitative (customer satisfaction, loyalty rate…)
The positioning of its offer according to what it has identified in its diagnosis to set up its Marketing Mix.
A technique widely used in B2B marketing, web tracking makes it possible to identify Internet users thanks to their IP address. With analytical and commercial stakes, the quality of tracking depends on the quality of the data used. Today, there are several types of tracking and different uses. Behavioral scoring is increasingly linked to these web tracking methods in order to bring quality data to marketers and sales.
Web tracking is a technique used in B2B marketing that allows to identify the visitors of a website from one element: the IP address. Web tracking also allows the reconstruction of the user’s path on the site for web analysis purposes, both marketing and commercial. Marketing actions or a personalized commercial reminder can be set up afterwards.