Account based marketing (ABM) is fast becoming the best marketing approach to winning new customers and increasing the lifetime value of existing customers in B2B. When decisions are made by committee and the purchase decision process happens over a long period of time, you need a way to reach out to multiple people in a company not just once or twice, but with a long-term relationship focus. ABM helps you do this. Here are five ways that your web content management system can support your ABM strategy.
Karen McGrane is the first official keynote speaker for the Ingeniux User Conference 2016. Karen is a recognized expert and thought leader in the content strategy, information architecture, and interaction design arena. She is the founder of Bond Art + Science, content strategy and information architecture consultant (former clients include Franklin Templeton and Time, Inc.), and a recognized thought leader. In this exclusive interview with Ingeniux, Karen discusses what drew her to these fields, as well as her thoughts on the current content management landscape after 20+ years in the industry.
It's not easy to create an engaging digital experience. The Internet is evolving so fast that consumer expectations are always changing; they demand more from the organizations they deal with, including member associations. Going to meetings, reading paper-based content, that still happens, but what happens even more is visiting websites, and reading, sharing ideas and information with peers in social networks and communities. The digital experience is a critical component of the customer experience strategy for member associations.
Inbound marketing is the typical approach for most marketers today, and done right it works very well. But when you are marketing a product or solution in the B2B sector where the decision to purchase can take months or longer and is decided by committee, you need to look at alternative approaches. This is where account-based marketing (ABM) can play a key role in gaining new customers and upselling/cross-selling current customers.
Creating a content strategy for your organization is no small feat. There is a lot of work involved in understanding the content needs of the customer, who is going to develop that content (or supply the information needed to develop the content), and how the content is stored and managed so that it can be reused in variety of ways. Find out how the content architect makes it all possible.
Savvy retailers understand that content sells. It’s not enough to just have a catalog; consumers spend a lot of time researching and learning about products long before they make an actual purchase. Brands need to figure out how to integrate content into their ecommerce strategy. The key is to create a voice for the brand and tell a story, strategically using content to drive purchases.
More and more, customers look to the web to find the answers they need. And that means your website is a critical component of your customer support strategy. You'll still have your call center, but the first line of support is almost always going to be the website. We look at ways to address customer service with online tools that make customer service simpler and more efficient.
As a B2B marketer, you need programs that build demand and generate qualified leads. For most B2B's this means using content marketing to develop premium white papers, articles, infographics, and other media. About 95% of B2B marketers use content marketing, and spend more than half their annual marketing budget on content production and creation. Most B2B marketers also use a multichannel content distribution strategy, delivering content over email, social, websites, and other channels. Here's the problem. All that rich content, often gated behind a landing page form, is increasingly consumed on mobile and is not optimized for a mobile user.
The Big Flip – is it really happening? The digital experience industry is undergoing a sea change due to increasing usage of mobile devices and the Internet of Things. But while these new approaches are creating a market for push-based content, not everything is moving in that direction. What’s important to recognize is that there is no “big flip” from pull to push, both still have relevance in today’s digital experiences.