So, this guy just stopped by your booth, grabbed three pens, a couple pads, USB stick and now is in your CRM as a MQL.
Here’s the thing that most B2B marketers still don’t get… gathering more target account contacts isn’t necessarily better, but having the right contacts, the ones who actually influence and/or make buying decisions, is truly the only thing that matters. Enterprise B2B buying decisions are now influenced by 34 People*. Who’s in your Buying Center? Not knowing all the players will ultimately slow down your sales cycle and decrease sales volume. Who you don’t know will definitely hurt you.
Engagement is meaningless unless it’s with the members of your Buying Center. Great key account engagement times with interns and junior staff will probably produce a round of “high-fives” within the marketing department, but little else.
If You Are a B2B Marketer You Need This Report!
FREE Key Target Account Assessment Report
To engage target accounts you need to engage the right contacts. Those who can influence and make purchase decisions. Problem is, other platforms let you market to the wrong contacts and tell you they’re marketing qualified.
- Identify CRM COVERAGE of key target account contacts
- Visualize campaign REACH across all teams and campaigns
- Analyze Target Account Buying Center ENGAGEMENT across all sales and marketing efforts
The ZenIQ ABM Platform “…about as close as anyone could want to providing a complete ABM system.” – David Raab, 6/13/16
REGISTER NOW! Get your FREE custom account assessment or schedule a platform demo.
ZenIQ enables organizations to scale the execution of higher-performing Account-Based Marketing programs, focused on those who actually influence and make buying decisions, across channels and platforms. The Buying Center at each target account.
An almost unfair competitive advantage – Today, marketers can re-assemble all target account activity, achieving a cross-silo point of insight. Next, we automate the task to build, target and measure Buying Center engagement. We leverage your existing MarTech investments to provide better insight and deliver better engagement: CRM, Marketing Automation, ABM delivery platforms and sales engagement tools. Check out our new ABM Market Map to see this vision.
Not all engagement’s created equal – ZenIQ directs organizational effort and investment on those you need to engage, the Buying Center. Without this, the vast majority of results are irrelevant, pointless in the decision process for your solution. That’s why we hear of research that identifies close rates hovering around 1%. Engagement suffers the same uneven distribution of value.
Target those who matter at the right accounts, not just the right accounts – While so much has been written and discussed around the promise of technologies to find better accounts to target, the missing element is the ability to target the right people at those accounts.
*Account Based Marketing Consortium “B2B Buying Groups – how #ABM can affect decisions”