The marketers who have been doing this particular job for ages have seen many evolutions in marketing best practices. They have witnessed a rise in digital marketing vs. offline marketing. Then, there was a visible growth of social media marketing within digital marketing. After that, there was a hype of marketing automation technologies, which replaced human marketing activities.

The recent trends in the market are Account Based Marketing (ABM) or People Based Marketing (PBM). These trends have the potential to transform everything for B2B marketers. In the article, you can learn how ABM marketing and People Marketing differ from each other.

The approach led by account based marketing is listed below in points.

Working on account based lead generation

Marketers must note that intent-driven account-based marketing is compelling because it focuses on a fixed category of buyers. The approach is personalized rather than a generic one.

Further, start gathering the data about the customers you want to reach out. There are platforms such as AngelList and Google searches that can provide a list of prospective customers in the industry. Also, visitor identification tools can give a list of companies visiting your website.

After you have the list, bring out their size, location, and industry type. If there are companies that aren’t your ideal customer, remove them. The remaining companies are your target to be reached out with the relatable and best quality content. You can also term it as the primary job of an account-based marketing company.

Make space for automation

Selling B2B is a complex process because it requires appealing to multiple persons. The method of spending ‘equivalent to a full-time worksheet” comparing alternatives, talking to numerous representatives, and taking a ton of content for third-party sources is tedious.

The negative point that lies here a lot of campaigns lose potential leads during the early stage because they fail to follow up on a timely basis. So, introducing automation with intent-based data will allow the sales development team to spend more time talking to prospects without sacrificing early lead development.

Let me explain via an example. Create an event that pops up as an email campaign when a prospect visits your rating page or add up a new lead to your CRM (customer relationship management). Once the details are collected, then assign them to a salesperson or account-based marketing company.

Intent driven marketing or personalized marketing

People have their inboxes filled with messages and emails. But still, it hasn’t been harder before. The right buyer intent data can make things better. When there are tailored messages for different people with different priorities, then marketing becomes easy. It is then able to identify and attract qualified leads, similar to lead generation services.

You can make a personalized video that will show them how your business can help them grow, or you can also describe a solution addressing specific challenges that the prospect faces.

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