Do you sell to other companies (B2B) and have long sales cycles? Do you have any really profitable clients who account for most of your revenue? Do you want more clients like them and for existing clients to buy more?
Most B2B companies know which accounts to focus most on during the year. But it’s a difficult task to land a new big deal of tens of thousands of euros, sometimes hundreds of thousands. The process is complex and even for investments of as little as EUR 25,000, more than 21 people are involved in the purchase decision. It’s often difficult for a seller to identify all the influencers and even harder to reach them and get them to come to meetings. Engaging as many as possible within the buying organization is one of the most important success factors in complex sales.
Targeted marketing towards selected accounts
Account-based marketing is needle-sharp targeted marketing toward selected customers and prospects. With the help of IP control, the material you already have today, but which may not reach so many, can become visible and have a big impact. We’re talking about material such as an article, a relevant customer case, a video, white paper, or your company’s blog. Being able to show the right message at the right time to the right audience in their buying process will increase recognition and create the right associations for your brand or offer. In the long run, it also leads to closing more business deals.
Five strong areas of use for B2B
Bisnode’s business area Vendemore Online Marketing works with over 500 B2B companies, many in IT/Software. We help them use account-based marketing to:
- Increase the number of leads
- Increase conversion rates
- Keep clients
- Find a shorter route to framework agreements