I have a prediction. B2G or public sector marketers will be the most enthusiastic practitioners of account based marketing.
Every time I mention this prediction, people look at me and believe that I’m getting even crazier. That’s probably because they think of how B2G marketers were slow to adopt recent marketing innovations focused on lead generation like marketing automation or SEM.
But B2G marketers knew better. While lead gen tactics are a good tool, they are insufficient. Because B2G is not about just leads. B2G marketers target the largest accounts, government agencies, which have complex sales cycles and multiple decision makers. Their key issues with lead gen tactics was:
- What good is nurturing to one lead when there may be scores of stakeholders that I need to nurture?
- How do I find and nurture a group of stakeholders instead of to individual leads because the decision making process is consensus driven?
- We already have a pilot with a government agency, how do I upsell and cross sell? How does the funnel from inquiry to mql handle this?
- While some parts of the buying group prefer email and online research, many others prefer human interaction. How do I combine buyers who want to research online and talk to experts?
The good news is that account based marketing is designed to address these types of questions at scale. And, that’s why I predict B2G will love ABM. The question is when.
For the past year, we’ve been fortunate to work with DLT, a $1B IT solutions provider to government organizations. They’ve adopted new techniques and tuned their lead gen tactics for ABM. And, their techniques are now being recognized. First, they became an Eloqua Markie Awards Finalist for best web experience. Then, they won the IES sales operational excellence award. With this external recognition we wanted to talk to Kristin Oelke, the VP of Marketing, so she could share some of her experiences. However, Scott Ingram at RelationshipOne, the only exclusive OCM partner, beat us to the punch. Find the full interview here.
I’m ready for ABM to morph from a spark to a fire for B2G.