martech

Unlocking the Power of Marketing Technology to Help You Meet Your Unique Goals

In today’s fast-paced digital landscape, businesses are constantly on the lookout for ways to optimize their marketing efforts while keeping costs in check. This is where MarTech steps in, the seamless integration of marketing and technology that transforms how businesses can connect with their audience, streamline operations, and foster growth.

What is MarTech?

MarTech, short for Marketing Technology, is where technology intersects with marketing strategies to drive efficiency and innovation. At its core, MarTech leverages digital advancements and data analytics to enhance marketing efforts, improve customer interactions, and boost business outcomes.

Encompassing a broad array of software tools and platforms, MarTech offers adaptability across various marketing functions. From customer relationship management (CRM) systems and email marketing platforms to print marketing tools and marketing automation software, the MarTech landscape is diverse and continually evolving to meet the needs of marketers.

Within this arsenal, MarTech can help fulfill crucial functions pivotal to marketing success, including audience targeting, content creation and distribution, campaign management, lead generation and nurturing, and comprehensive data analytics and reporting (to name a few).

What Are the Benefits of Cost Optimization?

Efficiency and Automation: MarTech tools empower businesses to automate repetitive tasks and streamline workflows, minimizing the necessity for manual intervention and conserving valuable time and resources. By automating processes like email marketing campaigns, direct mail outreach, and social media advertising, businesses can enhance operational efficiency and reduce labor costs.

Targeted Marketing Campaigns: With MarTech, businesses can use data analytics and segmentation tools to target their marketing endeavors more precisely. By pinpointing and engaging specific audience segments based on demographics, behaviors, and preferences, businesses can optimize their marketing spend by concentrating resources on the most relevant and high-value prospects.

Improved ROI Measurement: MarTech tools offer robust analytics and reporting capabilities, enabling businesses to watch and assess the performance of their marketing campaigns with enhanced accuracy and granularity. By scrutinizing key metrics like conversion rates, customer acquisition costs, and lifetime value, businesses gain real-time insight into the effectiveness of their marketing campaigns, enabling them to quickly find underperforming channels, tactics, or campaigns and make timely adjustments to optimize results.

Scalability and Flexibility: Many MarTech solutions are engineered to scale alongside businesses’ requirements, enabling them to evolve and expand without incurring substantial added costs. Whether incorporating new features, venturing into new markets, or accommodating shifts in customer preferences, MarTech offers the flexibility and scalability businesses need to minimize costs while still being adaptable and responsive to market dynamics.

Tips for Executing Cost Savings

  1. Improve Data: To achieve cost savings effectively, prioritize using customer data as a valuable resource, which not only aids in understanding customer behavior but also enhances the overall customer journey. Every marketing action and customer interaction provides valuable insights into customer behavior. Focus on consistently improving data quality to show a comprehensive view of each customer, allowing for deeper analysis. Enhance this data by including transaction-based insights, sentiment scoring, and social media profiles to better understand customer preferences. Use master data to inform predictive models, improving the ability to predict customer behavior and refine segmentation strategies for targeted engagement. By using customer data in these ways, businesses can optimize marketing efforts, improve the customer journey, and realize cost savings.
  2. Resource Consolidation: With MarTech, businesses can streamline their marketing operations by merging multiple functions and tools into a single platform or suite of integrated solutions. This consolidation cuts redundant tools and licenses, reducing maintenance and support costs while enhancing efficiency. By having a connected ecosystem, businesses can better meet the demands of customers for personalized experiences across all touchpoints with the brand. This integrated approach significantly saves costs and ensures a seamless and cohesive customer journey.
  3. Invest in Team Training: Understanding how to effectively use your MarTech solutions is crucial for achieving efficient and cost-effective results. Investing in team training through webinars and other educational resources can significantly enhance technical ability and ensure the longevity of these tools within your organization. Consider reaching out to your service provider to inquire about available training courses. By empowering your team with the necessary skills and knowledge, you can maximize the value of your MarTech investments and drive long-term success.
  4. Choosing the Right MarTech Partner: Navigating the complexities of MarTech solutions can be time-consuming for busy business professionals. Partnering with a MarTech expert can simplify this process and ensure cost-efficient solutions tailored to your needs. It’s crucial to select a partner who aligns with your business goals. Before making a decision, assess how well the features and capabilities of a MarTech solution align with your specific objectives. Whether your aim is to improve lead generation, increase conversion rates, enhance customer engagement, or enhance operational efficiency, ensure that your chosen partner can deliver results that align with these goals. For example, consider our success in delivering a programmatic, highly configurable, and secure computer-to-computer connection via an existing marketing portal to a highly regulated Fortune 500 Financial Services Company responsible for providing timely annual notices to clients. This shows our ability to tailor MarTech solutions to meet the unique needs and regulatory requirements of businesses in various industries.

Final Thoughts

MarTech presents a wealth of opportunities for businesses to streamline operations, enhance marketing efforts, and drive cost savings. By understanding the fundamentals of MarTech, implementing best practices for execution, and choosing the right partners, businesses can leverage these tools to achieve their goals efficiently and effectively. With the right approach, MarTech can become a powerful ally in your quest for success in the digital landscape.

Ready to take your MarTech strategy to the next level? Contact us to learn how our term of performance-driven experts can help you harness the full potential of MarTech for your business.

As we’ve noted in other blogs, and tell our customers day in and day out – asset management is key to business success and reputation management. Not only is it key, but poor asset management can truly be the downfall of your marketing, and even of other aspects of your company. Asset management isn’t just the use of the right logo or letterhead. It’s fully utilizing all of your available, valuable content and resources across the board to get the most out of your messaging and produce the highest possible ROI. Failing to use materials isn’t just a waste – it’s a loss! In this blog, we’re outlining the real cost of poor asset management, and what leads to it.

What is Asset Management

When it comes to business marketing and communications, asset management is the organization, distribution, and utilization of all marketing and communications resources, from logos to sales sheets. It’s the process a company uses to execute, keep track of, and share resources that are pertinent to a company’s proceedings. If you’re interested in further understanding the importance of asset management, feel free to check out our blog “Managing Your Marketing Assets to Protect & Reinforce Your Brand”.

How Does Poor Asset Management Happen?

Bad asset management can happen, and continue to happen, for a variety of reasons. Here are the most common ones:

Too Many Communication Channels

When too many channels are used to communicate, distribute, use, and edit materials, it can be really confusing for your team! This confusion can cause a loss in productivity. Plus, when there are several versions on numerous channels – it’s easier to make mistakes and share or use the wrong materials.

Lack of Processes/Organization

As you may know, when it comes to many business practices, SOPs are vital, and asset management is no exception. If your company doesn’t have a system of processes for managing marketing and communication assets, how can employees be expected to know about materials, and to use the right materials? With SOPs, employees know what to use, when to use it, how to use it, and so on (and don’t have to play any guessing games). When employees have to guess and search, a lot of valuable time gets wasted (and, as you know, time = money).

Additionally, SOPs for the actual naming and organization of assets is just as important – as files can be labeled and sorted in a way that makes them easier to find.

No Versioning Control

If how you create, edit, update, and delete asset versions is not communicated and well-established, the wrong versions of marketing assets end up getting distributed and used.

Additionally, if there’s no standard for when assets get thrown out, things can get trashed too soon – causing a huge time waste of having to recreate already-created materials.

Using a Bad Platform (or No Platform at All)

It’s important that employees are able to find what they need, and that it’s easy for them to create, manage, and adhere to processes, communication, and organization. Sometimes, it’s not within budget to have a specific employee managing and creating these processes, and even if your company does have the money for this – one person likely doesn’t have the bandwidth to manage it all. We’d recommend an asset management platform, like the ones Strata creates and customizes, to store and distribute your company’s assets.

No matter what platform you choose, make sure it makes sense for your company’s individual needs, as they likely don’t call for a one-size-fits-all approach!

Costs of Poor Asset Management

As noted above, bad asset management can cause a variety of unwanted, unnecessary costs for your company. Let’s discuss some of the big ones.

Money

Of course, we’d be remiss to talk about how poor asset management can cost you, in general, lots of money – impacting your bottom line. “51% of marketers waste money producing or recreating assets that go unused because people don’t know they exist or can’t find them. In addition, 46% waste time downloading and uploading assets into different tools.” – Demand Metric.

Additionally, turnover is more likely to increase if employees feel confused, out of control, and lost, and it becomes more difficult to keep good talent (which you can’t truly put a price on). This difficulty hiring and keeping employees also impacts all the expenses used to hire – from recruitment and onboarding to training and corporate culture.

Lastly, when assets are unorganized, it’s much harder for teams to accurately measure the ROI of marketing materials. In turn, teams waste time making materials that don’t produce ROI, or miss out on creating materials that would be highly impactful.

Time

As mentioned above, poor asset management causes confusion and reduces employee productivity. Tons of time gets wasted when employees can’t find materials, or when employees are forced to frequently fix mistakes and re-create. Poor asset management often causes a lot of additional, unnecessary effort from the marketing team, who are more likely to create duplicate content due to a lack of organization.

Credibility

This one is fairly self-explanatory, but can be highly detrimental. If assets are unorganized and poorly managed, and wrong or old materials are distributed, customers are more likely to lose trust in your company. Inconsistency in messaging and branding can even cause and otherwise happy customer to begin to lose faith in your business.

Inability to Scale

If assets and materials are well-communicated throughout an organization, scaling to support new verticals and brands is much easier and more seamless. But, if your assets and materials are poorly stored and not up-to-date, new pieces often require starting from scratch – or at least close to it. Poor asset management makes it almost impossible for marketing teams to quickly adapt to meet changing business needs.

Opportunity Costs

Last but definitely not least, if an organization’s teams don’t have the right assets for sales, customer service, recruitment and other initiatives, opportunities get missed.

Speed is especially important when it comes to sales and conversions. If your team doesn’t have the right materials and assets right away, your competitors will win customers over.

And, when it comes to other departments, such as marketing, if your team doesn’t have the right assets to create, for example, an on-the-fly email or a quick social media post, they may miss opportunities to join the conversation, send news of a last-minute promotion, effectively manage your company’s reputation, and so on.

Interested in better managing your assets and avoiding the above costs? Contact our team or visit our Integrated Marcom Tech page for more information.

Rule 5: Pick Tools That Enable Your Strategy – Not the Other Way Around

Welcome back to the final rule to our MarTech Series. Rule 5 highlights several tools that can help enable your strategy – including a few of Strata’s own solutions. Throughout this series we’ve looked at some tips and tricks that any marketing department can implement and we hope that you’ve taken away something that will positively impact your team.  

Integrating your marketing technology stack is key to building an efficient and effective marketing department. These tools should allow you to communicate consistently with customers across every channel and brand experience, and they should easily enable a small team to manage (and master) your marketing resources and customer communications.

If that sounds like a challenge for your marketing department, and not one they were hired to solve, we have the ideal solution for your business: At Strata, we develop easy-to-use, integrated marcom tech solutions to help clients streamline processes and content, overcome operational challenges, and take control of their brand.

MarCom On Demand

MarCom On Demand is a highly customizable and easy-to-implement marketing resource management tool that allows any organization to centrally manage brand resources and marketing workflows through one portal. That includes comprehensive asset management, process automation, content customization, and an intuitive architecture that allows you to bypass some of the headaches of MarTech stack management and put more time into building a winning marketing strategy.

Corspon

MarCom On Demand is a highly customizable and easy-to-implement marketing resource management tool that allows any organization to centrally manage brand resources and marketing workflows through one portal. That includes comprehensive asset management, process automation, content customization, and an intuitive architecture that allows you to bypass some of the headaches of MarTech stack management and put more time into building a winning marketing strategy.

Custom Portals

When your challenges are specialized and unique, an off-the-shelf tool just won’t cut it. In these cases, we work closely with our clients, taking the time to fully understand their challenges, goals and needs, then craft a solution that’s custom-built from the ground up to suit their business—and help them increase ROI.

Methodology

These results are based on responses from an online survey of 262 marketers, conducted in March 2020. Of the respondents to this year’s survey, 38% described their companies’ activities as B2B, 20% as B2C and 41% as Both (Figure 9). Respondents reported annual revenue as follows: greater than $100 million (11%); $51 to $100 million (6%); $25 to $50 million (3%); $10 to $25 million (10%); $1 million to $10 million (27%); and less than $1 million (42%) (Figure 10).

We hope you’ve found this series insightful and impactful, and that it’ll help you make future MarTech decisions but if you need a series refresher, click here to read the full report. And, as always, if you’re ready to see how we can help you strategize your MarTech stack, contact us today.

Rule 4: Design Your Stack to Support Omnichannel Marketing

Welcome back to our six-part MarTech2020: 5 Rules for Managing Your Technology and Strategy series. So far, we discussed the following: marketing technology stacks of today, the average MarTech stack used by companies annually, the importance of having your marketing team having the final say in deciding which tools will be included in the stack, and the most used MarTech tools. In this blog, we’ll be taking a look at “Rule 4: Design Your Stack to Support Omnichannel Marketing”.

One of the dangers of focusing too much on your MarTech stack is that so many of the tools only integrate with digital marketing. Not only does this push half of your marketing out of the picture, it can unintentionally pull your marketing strategy more and more toward digital-only marketing.

In a world where even many Millennials prefer direct mail to email, this is a mistake. Your MarTech must empower your entire marketing strategy — online and offline — not skew it to digital.

Yet only 59% of our respondents are using their tech stacks for both online and offline marketing this year, and that’s a concern (Figure 8). You must deliver a consistent brand experience across channels with communication that hits the same notes whether delivered in an email, mobile ad or postcard. By including offline channels as a part of your data-driven, digitally empowered marketing toolset, you can connect with today’s consumers on the level they expect.

Of the 59% who are making offline marketing a priority in their tech stacks, about half are using it for direct mail, flyers and other kinds of print marketing initiatives. Print is important to building connections with a community because it’s a channel your target audience can smell and feel. Those tactile qualities give your brand a more permanent place in their minds and set you apart from online-only brands.

Your MarTech stack can apply the same targeting and personalization to direct mail that it does to digital. For example, one respondent said they intend to use “Direct mail to be customized for specific demographics, skewing toward older consumers that may not use as much technology.” Another planned to use MarTech to enable “specific direct mail campaigns for auto sales and service.”

Some respondents saw a role for MarTech-empowered direct mail as part of their in-person marketing, planning to use MarTech to enable “direct mail marketing, networking groups, seminar attendance and tradeshows.” Another was planning a “digital experience with print using direct mail [that] will play an important part in many industries.”

Keep this in mind as you build your tech stack and make sure the tools you assemble enable all your marketing efforts. This is how you can ensure that your communication is consistent from one channel to another and that you are reaching each customer with their preferred channel.

Check back next week for the conclusion of our series and Rule 5, “Pick Tools That Enable Your Strategy – Not the Other Way Around,” or click here to read the full report now. And, if you’re ready to see how we can help you strategize your MarTech stack, contact us today.

Rule 3: Take Advantage of Technologies That Support More Than One Channel

Welcome to Rule 3 of our six-part MarTech2020: 5 Rules for Managing Your Technology and Strategy series! If this is your first time checking in on this series, in the past we’ve discussed the marketing tech stacks of today, the average MarTech stack used by companies, and the importance of having your marketing team having the final say in deciding which tools will be included in the stack.

Today, we’ll be touching on why it’s important to take advantage of technologies that support more than one channel.

The marketers who answered our survey put their tech stacks together in different ways, but some tools were chosen far less often than others. For example, fewer than a quarter of the respondents brought customer data platforms (CDPs) or other personalization technology into their core tech stacks. Project management, webinar tech and mobile apps were also chosen for fewer than 25% of the tech stacks discussed.

While those are all effective tools with advanced capabilities, they are designed to support more specialized, channel-specific activities. Those are exactly the kinds of technologies that efficient marketers leave to outside partners.

When we look at the systems that are included in most tech stacks, they are the tools that enable the most essential marketing activities and customer data management (Figure 7).

1. Email Marketing: 78%

Since the rise of marketing automation, email marketing has become the backbone of many customer-engagement and lead-nurturing strategies. Once you’ve chosen an email system, deploying them becomes both easy and essential to the marketing workflow. Many companies outsource some of their email marketing, but nearly every brand keeps parts of it inhouse to easily communicate with customers and optimize relationship management.

2. Social Media: 63%

Like email, social media is cheap to deploy (at least in financial terms, not necessarily in workhours) and essential to a flexible communication strategy. Even if a brand outsources regular posting and social engagement activities, they usually maintain access to the account and the systems running it. This allows you to make immediate adjustments and announcements without waiting on an agency to post them for you.

3. CRM: 58%

The CRM is the customer management system of record in many organizations. The marketing department may have an integrated marketing automation and CRM system, or simply work with the sales team’s CRM for a fully integrated, customer-facing communication team. Either way, this system usually remains in-house under the marketing department’s or sales team’s control.

4. Content Marketing: 52%

Only about half of marketers said they invest in a content management system. But for those who do in-house content marketing or other types of thought leadership, these tools are essential for reliably getting blog posts or other types of content onto the website when they need to be there. If the team works with external content creators, especially independent freelancers, a good content management system will help keep the entire engagement machine running smoothly.

5. Web Analytics: 46%

Fewer than half of our respondents consider website analytics to be a part of their martech stack, but that is likely because Google Analytics is a free tool. While GA does not deliver all the capabilities of a dedicated website analytics platform, it is usually enough for in-house analytics and can be supplemented by a more robust tool provided by an external partner. If the site is kept in-house, deeper analytics and data interpretation become necessary for any brand that relies on its website to play a big role in the sales pipeline.

6. Direct Mail: 45%

Direct mail emerged as a major focus for many of our respondents, but often the technical side is left in the hands of the agency, printer or external marketing firm handling the development and deployment of these campaigns. However, direct mail and all your offline marketing must operate at the same level of targeting and personalization as the rest of your marketing. It’s essential to have the tools to align this channel with your digital marketing channels, even if those tools are supplied by your mailing partners.

Check back next week for Rule 4, “Design Your Stack to Support Omnichannel Marketing,” as we near the end to our MarTech series or click here to read the full report now. And, if you’re ready to see how we can help you strategize your MarTech stack, contact us today.

Rule 2: Give Your Marketing Team Final Say Over Their Tools

Welcome back to MarTech2020: 5 Rules for Managing Your Technology and Strategy series! So far, we’ve taken a look at today’s marketing technology stack and the average MarTech used by companies annually. In this blog we’ll be taking a look at “Rule 2: Give the Marketing Team Final Say Over Their Tools”.

Think of the MarTech stack as an extension of the marketing team. The team can only operate efficiently if its stack is built to be efficient in the first place. We asked how many MarTech tools our respondents used each month, and the answers closely mirror the number of tools in their technology stacks (Figure 5). This shows disciplined investment in only the tools the marketing team really needs.

Efficient marketers are not wasting time and money to chase the latest technology; they’re building tech stacks to do exactly what they need to do in the way they need to do it. They recognize that there’s just not room for technologies they aren’t regularly using.

You can’t build that kind of marketing machine if another department is selecting the parts. When asked which departments are responsible for procurement and oversight of marketing technology, the most common responses were the marketing department and marketing operations teams (Figure 6).

The IT department (which sometimes controls a company’s entire technology investment) comes in as only the third most influential party and has a say in only 35% of the MarTech decisions. Keep in mind that this chart asked respondents to select all the departments that play a role, so IT only has a say in 35% of cases, which doesn’t mean its say outweighs the marketing department in any of those.

While it’s important to exercise discipline in building your tech stack, it’s equally important to know how to manage the tools you put into it. Marketers are not only building their own tech stacks but managing them as well. Taking on this responsibility is essential to your success as a marketing leader in 2020, providing yet another reason to keep your tech stack at a manageable size.

Check back next week for Rule 3, “Take Advantage of Technologies That Support More Than One Channel” or click here to read the full report now. And, if you’re ready to see how we can help you strategize your MarTech stack, contact us today.

Rule 1: Keep Your Tech Stack Clean

Welcome back to MarTech 2020: 5 Rules for Managing Your Technology and Strategy. In part one of our series, we saw that the average marketing technology stack may actually be smaller than we might think. In fact, 90% of the marketers we surveyed use fewer than 10 MarTech tools, while most use fewer than five (Figure 1), and two-thirds of our respondents spend less than $100,000 a year on marketing tech (Figure 2).

Comparing annual spending on MarTech with annual marketing budgets (Figure 3), we see that on average, companies spend more on the marketing than the technologies supporting it.

Marketing is still a mostly strategic department. In-house marketing staffs run small, with 80% of companies reporting their in-house marketing departments are no more than 10 people. For two-thirds of respondents, the marketing department is fewer than six people (Figure 4).

Marketing staffs run lean because, for many companies, partners handle a lot of the work. The inhouse team sets strategy and may handle email, social media and a few other channels that closely align with its core mission. But in many cases, a large portion of outbound communication — both digital and print — is handled by specialized agencies, printers or omnichannel marketing companies.

This means that marketers can streamline their MarTech stacks to a few important strategic hubs like marketing clouds and marketing automation systems, freeing up time for the in-house team to focus on how you’re going to reach your brand goals.

Every tool in your tech stack costs money, but it also costs time to install, customize, adjust and learn. The time investment is often a bigger cost factor than the dollar investment. Acquire the tools you need for the channels you use while focusing on building a tech stack that is both efficient and effective.

Check back next week for Rule 2, “Give the Marketing Team Final Say Over their Tools” or click here to read the full report now. And, if you’re ready to see how we can help you strategize your MarTech stack, contact us today.

A Brief Introduction

Marketing technology has done nothing but expand for the past decade. Now in 2020, Chief MarTech’s annual Marketing Technology Landscape Supergraphic lists more than 7,000 tools across 24 different categories. That is a staggering number of options that has as much potential to overwhelm the people using it as empower them. 

When is enough, enough? Where is the line between building a tech stack that enables your team to do great marketing and throwing a bunch of shiny things on top of each other until they just get in the way of clear strategy and effective multichannel marketing?

How do you integrate offline and online marketing to engage customers in the real world when much of the tech stack is focused only on digital marketing?

Those are the questions we wanted to answer in our MarTech 2020 survey (click here to see the full results). In the responses, we found a real marketing landscape that makes a lot more sense than the out-of-control MarTech super graphics we’ve all seen.

It turns out that most marketers value focus and efficiency in their technology stacks. Rather than building leaning towers of digital interdependency, the marketers who responded to this survey are opting for efficient, focused marketing tech stacks that enable them to market better not just online, but offline as well.

Today’s Marketing Tech Stack

Despite an explosion of new technologies, we found that marketing tech stacks remain small and focused. Marketers are avoiding too many technical investments and are more likely to use stacks that are lean:

1. Most marketers use fewer than five pieces of technology in their tech stacks, and 90% keep it under 10 total tools.

2. Marketers use tools that support multiple channels more than tools that are used for a single channel.

3. The marketing team controls these tools, not the IT department, with 68% of marketing departments responsible for MarTech procurement and oversight.

4. Marketers use the tools in their tech stacks monthly, and very few tools go unused.

5. Most companies use MarTech to support both digital and offline marketing.

The key to an effective marketing technology strategy is keeping your tech stack small, but robust enough to engage customers and prospects both online and offline. Efficient, nimble tech stacks allow marketers to focus on their customers and seamlessly engage them wherever they may be.

Based on this data, we’ve identified five rules that we’ll highlight over the next 6 weeks that marketers can follow to build technology systems that empower marketing departments to operate at peak efficiency, leaving more time for creativity.

Check back next week for more information on Rule 1, “Keep Your Tech Stack Lean” (or click here if you can’t wait). Or if you’re ready to see how we can help you strategize your MarTech stack, contact us today.

Executing Your ABM Strategy

Welcome to the exciting conclusion of our six-part Account-Based Marketing (ABM) series!

To recap the series thus far, we’ve touched on the basics of ABM like aligning your sales and marketing teams, identifying target accounts, doing thorough research, and creating great content.

In part six, it’s finally time to put it all together and execute your strategy. Here’s how to do it in four easy to follow steps.

Let’s get started.

1. Identify Online Habits for Ideal Engagement

The first step is to identify where your stakeholders spend the bulk of their time online and the ways they like to view content. To illustrate this, we’ll base our example around an ABM approach to social media.

Once you have their habits and preferences identified — for instance, a preference for Facebook vs. Instagram — it’s time to carefully coordinate your messaging across key touchpoints. This means a multi-faceted approach.

For example, you might get the ball rolling by demonstrating value through social media engagement. In this scenario, you’d find groups and conversations decision makers from your target accounts are participating in. You’d then join the conversation, ideally with some relevant content your team has created.

Hopefully this would lead to a more direct dialogue — after you’ve established yourself, you can further the conversation via direct messages on social media. This is a great strategy, particularly when supplemented by more traditional means of approach, like personalized email outreach.

2. Build Out Customized Channels for Engagement

Having an attractive and convenient means for deeper engagement is crucial to building your relationship with those in control of target accounts.

This “means for deeper engagement” most effectively takes the form of a multi-channel approach to promotion such as:

  • Building custom landing pages tailored to the needs, questions, and concerns of accounts
  • Offering gifts for engagement and interaction (e.g. prizes, swag, and discount codes) while utilizing dimensional mail and PURLs
  • Distribute content such as blog articles across channels that are relevant to each account (e.g. website, social media, and emails)
  • Creating ad campaigns and social ads to target different factors such as location, skill, and job title
  • Inviting contacts to (physical or digital) events and asking attendees to invite their colleagues

3. Forge Strong Relationships with Buying Committees

Here’s an obvious statement: swaying the buyer is the most important part of making the sale.

So how do we do that? Buyers rarely fall for glitz and superficial offerings, which means you need to take the right approach.

The right approach is basically comprised of the following:

  • A focus on educational, value-add pieces
  • Hyper-personalized content
  • One-to-one (not one-to-many) communications
  • Hosting events and webinars that speak to your target buyers

4. Measure Success and Plan for Your Next ABM Campaign

Once you’ve launched, the execution isn’t complete. You’ll need to look back on your efforts and evaluate their success. Remember, ABM is a long-term strategy, not a quick one-off.

You’ll want to turn to easily interpreted metrics for our evaluation separated into three categories: awareness, engagement and relationships.

The best ways to measure awareness is by evaluating things like website visits, social media mentions, and social shares.

To measure engagement, you’ll assess website behaviors like page visits, number of return visits, time spent on site, content downloads, product demos, and email sign-ups/response rate.

Finally, you’ll want to look at your relationships. To put numbers on what appears to be an intangible, take a look at things like the number of decision-makers reached, meetings set, proposals submitted, trial sign-ups, etc.

A Final Note On ABM

Over the course of our six-part series, we hope one thing has stood out above all others: the importance of relationships.

That’s really what ABM is all about — relationships founded on providing opportunity. Above all, ABM is about meaningful connection to create mutual success.

We hope you’re enjoyed this series. For more information on Strata and launching your own ABM strategy, contact us to see what we can do for you.