“There is nothing like first-hand evidence.” -Sherlock Holmes
There are no hotter buzz words in B2B marketing than ABM and Predictive Analytics. On can scarcely make it through the day without coming across an industry article detailing the benefits of this new B2B marriage made in heaven. But, before you finalize your wedding invitation list, make sure Intent Monitoring makes the cut.
Intent is Not Predictive; It’s Fact Based
Predictive solutions apply a statistical approach to infer a likely future action. Intent Monitoring collects and aggregates target account activities and then analyzes this 1st party data for changes in frequency of those behaviors. In layman’s terms, it boils down to “What Is” vs “What Could Be”. Understanding this difference will make a major impact on your sales and marketing teams efforts.
Enterprise Organizations Need a Reason to Buy. Recognition of “Buying Triggers”
Deep engagement with target accounts by valuable sales resources without a Buying Trigger is a major waste of time, effort and money. Branding and nurturing can be done more cost effectively with automated processes & technology. How in tune are your marketing and sales teams to these Buying Triggers? How do they monitor and recognize key account behavior? How Account Aware are you?
Recognition and Account Awareness inform marketers and sales teams of real Buying Triggers. It lays out the hard, cold facts. It presents the data of which webpage, blog, email, ad, or social post has been viewed, by whom, how often, how many, and how long.
If you or your marketing and sales teams have questions on how to become Account Aware, feel free to contact me for a brief chat.
J. Robert Slaughter, Executive Marketing & Sales Advisor is a veteran strategist and practitioner who’s spent a career advising global enterprise organizations to plan, execute and scale revenue growth programs & frameworks.