If you're still relying on lead magnets and cold email outreach to get new customers, it's time to update your strategies.
I'm not saying lead magnets and cold emails don't work — we use them here at Leadfeeder, after all.
What I am saying is relying on the same strategies as everyone else won't drive real growth.
Buyers are more in charge of their journey than ever before. Plus, there's likely a whole committee deciding which tool their company buys or what service provider to hire.
B2B isn't about converting one person — you need to convince a whole conference room.
That is why strategies like account-based marketing are picking up steam. Rather than focusing on one person, you focus on the company as a whole.
Below, I'll cover how Leadfeeder can track ABM efforts — but first, let's talk about the other benefits of account-based marketing.
Note: Leadfeeder identifies and tracks companies that visit your website to drive real growth. Sign up for a free two-week trial and see how we can help your business.
We've written about account-based marketing strategies before, so I won't spend too much time on the details.
However, I do want to talk about the benefits of account-based marketing strategies and tools, particularly in the B2B sector.
For starters, ABM tends to be more effective at converting B2B customers.
The typical B2B sales process involves at least six people (and a lot more if it's an enterprise company), which means you can't just target one person and expect to close the deal.
By targeting the company as a whole (and tracking when company employees come to your site), you're able to step in when buyer intent is high.
For example, if you notice six people visit your site from a company on your addressable market list, it's probably time to reach out. (Maybe even past time!)
Account-based marketing also helps identify when a company is ready to buy earlier in the process. Rather than waiting for them to reach out to your sales team, you can guide them with targeted content.
Finally, ABM speeds up the sales process. Rather than creating a blanket message for an entire segment of your audience, you can explain exactly why your solution is the best fit for a specific company based on the challenges they are facing right now.
TL;DR: ABM is more effective, faster, and helps you nail the right moment to initiate contact.
So why aren't more companies using account-based marketing strategies?
It can be hard to track — if you aren't using the right account-based marketing tools. In some cases, it doesn't work out and companies head back to the strategies they know.
If your funnel is sluggish or your account-based marketing strategies aren't paying off, Leadfeeder might be the account-based marketing tool you've been looking for. We track companies that visit your company website using IP and domain data.
For example, you might see five people from Microsoft visiting your website in the last week. We can also tell you which pages they viewed, how long they spent on each page, their exit page, and much more.
This data is crucial in ABM.
Below, we'll walk you through the entire ABM process, starting with developing your ICP, then show you how to use Leadfeeder to support your efforts.
And we practice what we preach — this is how we use our own platform to track our ABM efforts.
1. Develop your ICP
ABM success starts with your ICP. Even if you've already developed your ICP, you need to take a fresh look before launching an account-based marketing campaign.
In some cases, your ICP may be outdated, it might be too complicated, or it might just be inaccurate for this type of strategy.
Take the time to really take a deep look and consider how account-based marketing strategies differ from inbound and outbound marketing strategies.
If you aren't sure where to start, we've got a guide that will walk you through creating an ICP.
2. Get your target account list
Your target account list is the complete list of companies you're considering targeting with an ABM campaign.
Ideally, you'll use a data tool like Lusha, Cognism, BuiltWith, and more — there are tons of data tool options out there. They let you input data points like industry, size, location, and revenue, then generate a list of companies.
Once you get your target account list it's time to separate your list into tiers.
You might separate the list based on revenue band — the highest revenue band, mid, low-level revenue — then decide how much you're willing to invest to convert each tier.
The data point you use to tier can be anything, really. At Leadfeeder, we like to tier our target account list based on revenue, because if they earn a lot of revenue, they're likely to generate more revenue for us.
But you might tier your list based on industry, website traffic, location, and even company size. The data point is important, and what's most important is that they use their own internal data to determine their most valuable customer, and then use that to tier their list.
3. Upload your target account list to Leadfeeder
Next, you need to get this data into Leadfeeder to track when those companies come to your site.
Once you have that data in Leadfeeder, create a custom feed to track when those companies visit your website.
In your Leadfeeder dashboard, you'll see where they came from through Acquisitions, what type of content they are interested in, how long they spend on each page, and even how many people from that company come to your site.
You can use this data to see if the content you sent is working, whether they're already aware of your company, or even if a specific ad brought that company to your site.
4. Notify the sales team that companies are visiting your site
The next step, as a marketer, it's part of your job to stay aligned with sales. You'll need to let your sales team know these companies are coming to your website.
You can do that by setting up an automatic notification that fires off an email or Slack message. Or, you can assign the lead to a specific salesperson right in Leadfeeder.
Once sales takes over, you can still keep an eye on the company in Leadfeeder and notify them if you see any activity that could help close the deal. (Even better, send them a Leadfeeder for Sales guide and let them handle it! 😉)
The biggest challenge businesses face is growth. It's hard to find the account-based marketing strategies that work when there are so many options and so much noise.
ABM flips the funnel on its head so you can develop proactive marketing strategies, rather than waiting around for customers to come to you. And Leadfeeder helps you make sure your account-based marketing strategies drive the results you want.
Note: Try Leadfeeder for free and see how we can help your company grow.
Account-Based Marketing. Simplified.
Struggling to connect the dots between your ABM campaigns and revenue? Or maybe just trying to launch your first ABM program? It doesn’t have to be that difficult.
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