This post includes a guest contribution from Jason Semenek, Lead Strategist at Tegrita. His career started in 2000, where he worked to introduce and help integrate Oracle Responsys for a variety of clients. He has worked in a variety of industries as a digital marketing specialist on the consultant and client side. Jason’s knowledge of marketing systems spans a wide variety of automation platforms, CRM systems, SEO/SEM, and more. His broad experience helps Jason help clients with complex strategy discussions and integrated technology implementations.
Today, the B2B purchase journey is more complex than ever. Vendors juggle on average 6.8 stakeholders per purchase (CEB), who consult 6 channels each (McKinsey), and remain anonymous for most of the purchase journey (CEB).
How can B2B marketers effectively nurture key stakeholders across the entire journey?
Triblio and Tegrita have put together some practical B2B campaign advice for reaching anonymous buyers as well as nurturing known stakeholders as they reach a consensus. Triblio specializes in account identification, which gives marketers the tools and intelligence to reach buyers early in the purchase journey. Tegrita’s consultants are experts in marketing automation, specifically Oracle’s Eloqua, which allows marketers to nurture key stakeholders with uniquely relevant content and offers.
The Unknown Purchase Journey
By Susan Xie
According to CEB, now Gartner, 57% of the purchase journey is anonymous. At Triblio, we’ve also done our own research into the anonymous buyer journey using hundreds of thousands of client data points. We found that of those who fill out forms, 45% first hit vendor websites 90+ days prior to form fill, and 67% hit 30+ days prior.
Marketers can’t risk waiting around during these first few months of anonymous research. They need to be proactive about driving brand awareness and educating potential buyers about relevant benefits.
Pro-tip for reaching the anonymous buyer
Using account-based targeting early in the purchase journey, you can reach both known and unknown visitors in target accounts across the web. The key is to start out with a target account list. Then from this list, group accounts into segments. We recommend aligning these segments with sales for optimal pipeline impact. For example, FinancialForce assigns their top 30 enterprise accounts to specific AEs. The next 70 or so accounts receive heavy SDR outbounding. Then, third tier accounts are grouped into segments of a few hundred.
With ABM, marketers can hit each segment with relevant messaging wherever prospects spend time on the web. Deliver account-based ads, and capture both view through and click through traffic on your site with the same messaging. Vendors with account ID technology can consolidate first party data, like marketing automation and CRM, with third party firmographics and visitor behavior to group all web visitors into their respective buying centers and accounts. This way, you can be sure that your site shows the right messaging to the right segments.
The Known Purchase Journey
By Jason Semenek
Once a potential buyer has identified themselves, it is crucial that communication is timely and appropriate to their stage. Providing information to the many roles (and their different priorities and questions) is important for nurturing everyone associated with the account to move towards purchase. Marketing Automation tools like Oracle Eloqua allow today’s savvy marketers to segment contacts and customize the message using dynamic content based on role, title, company size, or any other piece of known information. By leveraging personalization, segmentation, and workflows, you can ensure the right message reaches the right person at the right time.
Pro-tip for reaching the known buyer
Focus on the accounts that matter – whether that be particular industries, company revenue size, or even specific targeted accounts. Funnel collected data (from forms, progressive profiling, engagement tracking and data matching services) to your Marketing Automation tool to customize your content, images, subject, CTAs and more. This segmented 1-to-1 style marketing is the true power of ABM.
For more tips on how to navigate the complex B2B purchase journey, download Triblio’s Essential Guide to ABM. We feature a proven ABM framework, award-winning campaigns, and worksheets to help guide your ABM strategy. If you need help on your nurture strategy, talk an expert at Tegrita.