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As a B2B marketer, we know that account-based marketing (ABM) and intent data are closely related in the sense that intent data is often used as a key input to inform and guide ABM strategies, but let’s dive in on how they work together to boost sales intelligence and drive conversion.

Intent data refers to data signals that indicate a person or organization’s intent to purchase a product or service. This can include things like website visits, content downloads, search queries, and other online behaviors that suggest a potential buyer is actively researching a particular solution. By analyzing this data, marketers can gain insights into which companies or individuals are likely to be interested in their products or services and tailor their outreach accordingly.

ABM, on the other hand, is a strategic approach to marketing that focuses on targeting high-value accounts with personalized, highly-relevant messaging and content. ABM strategies aim to build strong relationships with key decision-makers at these accounts and ultimately drive revenue growth by converting them into customers.

In today’s session on” Cracking The Code: How ABM & Intent Data Boost Sales Intelligence & Fuel Success” at B2BMX, Dan Cafiero of Seagate Technology and TechTarget CMO John Steinert shared how they are working together to crack the code of AMB and intent data. Here are the three key takeaways from the presentation:

1 – Do Not Wait for Buyers to be In-Market

• We have shared a many times before,  that “95% of category buyers are out-market at any given time,” says Professor John Dawes of the Ehrenberg-Bass Institute

“You can not wait for buyers to be in-market. If you do that, you are already too late and you’ve lost the sale.” – John Steinert, TechTarget

[bctt tweet=”“You can not wait for buyers to be in-market. If you do that, you are already too late and you’ve lost the sale.” — John Steinert @JASteinertCRM” username=”toprank”]

2 – ABM is Not Marketing, it is Sales Enablement

• ABM brings marketing and sales together to create the modern marketing approach of sales enablement to add new processes to help move sales forward

“The term ABM should include the word sales instead of marketing. ABM is more of a sales enablement than marketing initiative and requires teamwork across both areas.” – John Steinert, CMO, TechTarget

“ABM in a nutshell is targeting buying committees at certain companies, whether big or small. And most enterprise companies have 6-10 people plus in the buying committee. They all have different roles requiring different messaging, different tactics and different ways of reaching out.” – Dan Cafiero, Senior Program Manager, Account Based Marketing, Seagate Technology 

” AMB is about pipeline and revenue — if you aren’t focused on these things, you are not doing ABM.” – John Steinert, TechTarget

[bctt tweet=”“AMB is about pipeline and revenue — if you aren’t focused on these things, you are not doing ABM.” — John Steinert @JASteinertCRM” username=”toprank”]

3 – ABM Success Requires Teamwork

• ABM when done right, is a true partnership between marketing and sales with marketing as one component,  but sales involvement as the other critical piece to ensure sales is equipped with the data and insights to qualify and convert quickly

“Nurtures are where leads go to die. It’s better to align with sales to allow them to identify throughout the process.” – Dan Cafiero, Senior Program Manager, Account Based Marketing, Seagate Technology 

•  By using intent data to identify and prioritize the accounts most likely to convert, marketers can create highly-targeted ABM campaigns that are more likely to resonate with their target audience and drive better results throughout the entire research and buying process
• Cafiero also shared that success relies on selecting the right partners and ensuring maximum value is delivered from each

“To help make sure I get everything I need from partners, I am always learning from other leaders and people outside of my daily contact in our organization to see what is working across the brand to make sure I can bring those practices over to my area and always learn and bring new ideas and voices.” – Dan Cafiero, Senior Program Manager, Account Based Marketing, Seagate Technology 

[bctt tweet=”“Nurtures are where leads go to die. It’s better to align with sales to allow them to identify throughout the process.” — Dan Cafiero of @Seagate” username=”toprank”]

This session taught us to use intent data to identify and prioritize the accounts most likely to convert so both sales and marketing can create highly-targeted ABM campaigns that are more likely to resonate with their target audience. Utilizing both intent data and an ABM approach creates strong sales enablement, allowing sales to see and close more leads. Teamwork and alignment throughout the process is key to ABM program success.

Overall, intent data and ABM are both important tools in the modern marketer’s toolkit, and when used together, they can help organizations achieve more effective and efficient marketing outcomes.

Thank you Steinert and Cafiero for all the info!

In case you missed it, check out the topic process for Jeff Marcoux’a session on GTM disruption and Pam Didner’s topic of AI’s impact on B2B marketing.

The post Learn How to Crack The Code on ABM & Intent Data from Seagate and TechTarget – B2BMX appeared first on B2B Marketing Blog – TopRank®.

 

 

 

 

 

While reviewing metrics, it can sometimes be hard to identify the metrics that matter vs vanity metrics.

Vanity metrics are metrics that may look impressive on the surface but do not provide meaningful insights into the performance of a marketing campaign or business. They are called “vanity” metrics because they make us feel good but are ultimately superficial and not indicative of real success. Some examples of vanity metrics for marketers include:

1. Likes and followers on social media: While having a large following on social media may look impressive, it does not necessarily translate into actual engagement or conversions.
2. Pageviews: Pageviews can be a useful metric for understanding how many people are visiting a website, but they do not provide any insight into whether those visitors are actually engaging with the content or taking any desired action.
3. Impressions: Impressions refer to the number of times an ad or piece of content is displayed, but they do not measure how effective that content is at driving engagement or conversions.
4. Click-through rates (CTR): While CTR can be a useful metric for measuring the effectiveness of an ad or email campaign, it does not provide any insight into whether those clicks are actually resulting in conversions or sales.
5. Email open rates: Open rates can be a useful metric for measuring the effectiveness of an email campaign, but they do not provide any insight into whether those emails are actually driving conversions or sales.

As B2B marketers, it is important to focus on metrics that provide actionable insights into the campaign/brand performance that show true impact and relevance to make make informed decisions about marketing strategies and optimizations. These metrics should be tied to specific business goals and should be tracked over time to measure progress and identify areas for improvement.

At B2B Marketing Exchange, I joined the session on vanity metrics, presented by Sophia Agustina (IBM), Carol Mallia (Citrix), Nick Bennett (Airmeet), Danny Sachdev (Beeleads), and Will Aitken (Lavender).

Here are the top quotes from these experts on driving real marketing outcomes that impact sales:

“Instead of jumping into tactics, spend the time to start with the outcomes. Use data to know where your audience is, how they are interacting with your brand to learn how they want to hear from you.” — Sophia Agustina (IBM)

[bctt tweet=”“Instead of jumping into tactics, spend the time to start with the outcomes. Use data to know where your audience is, how they are interacting with your brand to learn how they want to hear from you.” — Sophia Agustina of @IBM” username=”toprank”]

“When it comes to data, marketers can not operate in a black box. Marketers need more data overall and need to be able to pull data from multiple sources to launch campaigns and strategy that drive results.” — Danny Sachdev (Beeleads)

[bctt tweet=”“When it comes to data, marketers can not operate in a black box. Marketers need more data overall and need to be able to pull data from multiple sources to launch campaigns and strategy that drive results.” — Danny Sachdev of @BeeLeadsInc” username=”toprank”]

“If you are in an ABM or growth marketing role, you need to advocate for an in-house BI lead. It is a game-changer.” — Carol Mallia (Citrix)

[bctt tweet=”“If you are in an ABM or growth marketing role, you need to advocate for an in-house BI lead. It is a game-changer.” — @CarolMallia of @Citrix” username=”toprank”]

“Being able to show the data, where you are targeting and why adds credibility for marketing when working with sales and that credibility is key.” — Carol Mallia (Citrix)

[bctt tweet=”“Being able to show the data, where you are targeting and why adds credibility for marketing when working with sales and that credibility is key.” — @CarolMallia of @Citrix” username=”toprank”]

“Personalize. Personalize. Personalize! That is my number one piece of advice. Use your data to identify the buyers and deliver personalized messaging based on what you already know.” — Sophia Agustina (IBM)

[bctt tweet=”“Personalize. Personalize. Personalize! That is my number one piece of advice. Use your data to identify the buyers and deliver personalized messaging based on what you already know.” — Sophia Agustina of @IBM” username=”toprank”]

“I think the biggest challenge for marketers right now is prioritization. There are too many channels to organize and keep up with. Simplifying and focusing on what reaches your audience is key and the need for personalization and a seamless experience across every channel is the new standard.” — Nick Bennett (Airmeet)

[bctt tweet=”“Simplifying and focusing on what reaches your audience is key and the need for personalization and a seamless experience across every channel is the new standard.” — @NickB2005 of @Airmeet” username=”toprank”]

“A lot of marketers focus on tactics — we have to start with the outcome. What sales is being measured on? Marketing should have the goals and measurables so we are not working in silos.” — Sophia Agustina (IBM)

[bctt tweet=”“A lot of marketers focus on tactics — we have to start with the outcome. What sales is being measured on? Marketing should have the goals and measurables so we are not working in silos.” — Sophia Agustina of @IBM” username=”toprank”]

“Three things I am always focused on are driving quality traffic/leads, generating demand and creating a strong sales partnership so we have the same goals that we can work towards together.”  — Sophia Agustina (IBM)

[bctt tweet=”“Three things I am always focused on are driving quality traffic/leads, generating demand and creating a strong sales partnership so we have the same goals that we can work towards together.” — Sophia Agustina of @IBM” username=”toprank”]

“As marketers, our challenge is — how do we create an experience that truly elevates? How can we authentically reach out to convert as well as keep relationships going?” — Nick Bennett (Airmeet)

[bctt tweet=”“As marketers, our challenge is — how do we create an experience that truly elevates? How can we authentically reach out to convert as well as keep relationships going?” — @NickB2005 of @Airmeet” username=”toprank”]

“The game-changer for us is the BI data — know the target accounts, the imperatives around those accounts and how are we clustering them. What is actually of interest based on what they are consuming.” — Carol Mallia (Citrix)

[bctt tweet=”“The game-changer for us is the BI data — know the target accounts, the imperatives around those accounts and how are we clustering them. What is actually of interest based on what they are consuming.” — @CarolMallia of @Citrix” username=”toprank”]

Are you leveraging data to inform your marketing strategy from the beginning? Is your data working for you and creating credibility for your marketing department and strategy? Let’s all challenge ourselves and our marketing departments to go beyond the surface data and identify and utilize the metrics that matter that elevate our marketing efforts to create growth and drive sales for our brands.

Thank you to this fantastic group of B2B marketers for sharing their time and expertise!

Check out our other posts and content from #B2BMX this week:

• B2B GTM Disruption
• AI’s Impact on B2B Marketing
• Cracking the Code on ABM & Intent Data

The post Tired Of Chasing Vanity Metrics? Drive Better Marketing Outcomes & More Sales! – B2BMX appeared first on B2B Marketing Blog – TopRank®.

Uno dei problemi principali delle intelligenze artificiali attuali ha un nome tecnico molto specifico: allucinazione. Vuol dire che questi software hanno la tendenza a inventarsi completamente i risultati richiesti dagli utenti e farlo in maniera estremamente autorevole. Sono dei contaballe dalla parlantina incrollabile. 

Ho raccontato un esempio con ChatGPT pochi giorni fa: stavolta è il turno di DeepL Translator, un servizio di traduzione automatica basato sull’intelligenza artificiale. Mesi fa ho aperto un account a pagamento per iniziare un test approfondito di questa tecnologia, visto che (come molti di voi sanno già) lavoro da decenni nel campo della traduzione di testi tecnici e questi software potrebbero essere dei concorrenti pericolosi oppure degli assistenti preziosi.

La mia sperimentazione sta ancora andando avanti, per cui non posso ancora dare un parere definitivo: per ora credo di poter dire che DeepL è un buon ausilio per un traduttore esperto e già formato che ne capisca i limiti e sia disposto a investirci molto tempo per personalizzarlo (la versione Pro consente di generare glossari specializzati per i vari tipi o argomenti di traduzione). Ma chiunque pensi che i traduttori umani non servano più e che basti immettere un testo in DeepL per ricavarne la traduzione fatta e finita sta preparando il terreno per un disastroso imbarazzo garantito.

Durante questa sperimentazione ho notato che DeepL ha una particolarità: si inventa le parole. Se incontra nel testo originale un errore di battitura che produce una parola che non esiste, non avvisa dell’errore ma fabbrica una traduzione inventata di quella parola. 

Non sapevo ancora come si chiamasse questo difetto, finché ho scoperto che lo stesso fenomeno esiste anche in altre intelligenze artificiali e si chiama, appunto, allucinazione.

Oggi DeepL era particolarmente allucinato. Gli ho dato in pasto un testo tecnico nel quale a un certo punto la parola estremità era stata scritta senza la e iniziale. E così si è inventato, con assoluta sicumera, la “parola” inglese stremity (in inglese estremità si traduce spesso extremity). Poi ha incontrato diposizione (refuso al posto di disposizione) e ha inventato diposition. Poco dopo ha partorito un discutibilissimo nondeteriorable come traduzione “inglese” di non deteriorabile.

Sembrava una persona di lingua italiana che ricorreva al vecchio trucco “se non sai una parola in una lingua, prova a usare quella italiana adattandola allo stile della lingua”. Se è tedesco, mettici un -en in fondo, alla Sturmtruppen; se è spagnolo, sbattici in coda un -os e vai che vai bene così.

Certo, sono errori che un traduttore attento e un correttore ortografico correttamente installato riusciranno a notare e correggere, ma che succederà a chi si fida troppo di questi traduttori automatici e non ha gli anni di esperienza e di competenza linguistica che gli permettono di riconoscere le loro allucinazioni? A furia di essere usati nelle traduzioni degli incompetenti, questi termini inventati e sbagliati diventeranno vocaboli accettati? Mi sa che ne vedremo delle belle.

Fly Free Airways Tour Operator, la nascente compagnia aerea privata specializzata in business travel management e turismo esperienziale, ha annunciato un aumento di capitale e la ricerca di nuovi soci…