How to stop attracting junk leads to your B2B website?

1) You sell a powerful ERP system for manufacturing companies, but a small business submits the form on the website.

2) You are selling a facial recognition system for banks, but search advertising brings in students preparing an article.

3) You sell an AI system for large retailers, but a novice programmer comes to the call.

The situations are different, but the reason is the same:

Companies sell expensive and complex products to a limited number of clients but still use traditional online marketing methods.

This is a mistake.

These businesses’ marketing programs should be addressed to prospect lists only or mainly.

ACCOUNT. BASED. MARKETING.

PORTRAIT-BASED vs. ACCOUNT-BASED marketing for B2B

Suppose your company develops mobile applications for retail and e-commerce.

Focus on a broad market of merchants or work only with large retail companies?

500 BIG RETAILERS vs. 20,000 D2C ECOM

Please take a look at your practice.

☝ Where do 80% of the profits come from?

BIG RETAILERS? –> Account-Based Marketing Program

D2C ECOM? –> ICP-Based Marketing Funnel

These are different marketing approaches.

❌ You can do both, but then you need two budgets.

✅ It is better to focus on what gives 80% of the result.

You can make a conscious choice before investing in marketing.

Three Whales of Account-based Marketing

1) LinkedIn unique data and capabilities integrated with CRM.

We can “reveal” the structure of our potential clients’ companies and follow the insights. We can find employees who influence the purchase decision.

2) High-quality content that is produced regularly.

Minimum – social media posts, case studies, blogs, and product videos.
Maximum – webinars, live events.

3) Spot advertising for company lists and contact lists.

We may advertise on major platforms to ensure we deliver our best content and offers.

No spam. No gray tactics.

What do we get?

1) Only prospects click on our ads.

2) Only prospects book a call with salespersons.

3) Only prospects are invited to our events.

4) Our content is delivered in a targeted manner to our prospects.

5) We can personalize messages for our prospects.

👌 As a result, we repeatedly reduce CAC (customer acquisition cost).

Work with the list of companies within the ABM program

Usually, it is not difficult to build a target list.

1) Do we need banks? There are websites of the central banks.
2) Do we need retailers? There are industry reports and ratings.
3) Do we need startups? There is CrunchBase.

Suppose our business offers an ERP system for manufacturing companies. We have created a list of potential clients.

Can we start the ABM program?

Stop.

We are dealing with a mature market.

Presumably, many of the companies on your list are already using advanced ERP solutions from your competitors.

We should spend resources on exploration and information gathering.

If the company already uses one of the modern ERP solutions, excluding it from the list or transferring it to an inactive state makes sense.

Let’s say we cut our list by 30%.

☝ This means that we have reduced our marketing costs by 30% without any loss in performance.

This is the first step towards personalizing our account-based marketing.

ABM: Build relationships with the best 500-2500 prospects

ABM strategy step by step:

1) Build a target list of companies in CRM.

2) Use LinkedIn to collect a targeted list of persons in companies.

3) Establish connections with the target persons on LinkedIn.

4) Post on LinkedIn constantly.

5) Launch ads for the target lists on LinkedIn and Meta. Promote your content. Invite people to events.

6) Monitor interest and activity from contacts.

7) Use Social Selling tactics to work with active contacts from the list.

8) Create opportunities for salespersons.

Why do we need advertising if we do Account-based marketing?

Decisions about B2B purchases with a high ACV are made for a long time.

We must be “on the radar” of our prospects for a long time and regularly.

Suppose we have 1,000 companies and 5,000 personas in our target lists.

How do we ensure that content is delivered to this limited audience?

SOLUTION – LINKEDIN ORGANIC
We can connect with a person on LinkedIn, and he/she will see our posts.

RESTRICTIONS.
We will get consent to connect in about 40% of cases. And even after that, not all of our contacts will see our posts.

We reach 700-1500 personas.

SOLUTION – EMAILS

RESTRICTIONS.
We need permission from him/her to deliver an email to a person. These people have already registered for our webinars or signed up for newsletters. There are not very many of them.

We reach 200-500 personas.

SOLUTION – ADVERTISING
We may show ads on 2-3 platforms to people from our targeted lists.

RESTRICTIONS.
Our budget only.

We reach 2000-4000 personas.

If we are talking about Account-based marketing for a target list of 500 or more companies, advertising is one of the critical tools.

Does your B2B company need ABM?

ABM should not be seen as something new to replace traditional B2B marketing based on client portraits.

In one case, the ABM approach may be the best strategy; in another, it may lead to unjustified restrictions.

The position of my team is not biased in this matter.

We offer both approaches for B2B companies:

1) Implementing an ABM program intensified by multi-channel advertising for targeted lists.

2) Launching an advertising funnel using search, retargeting, and targeted ads for client portraits.

Choosing an approach for a specific business is sometimes not easy.

But it makes sense to consider the ABM approach for businesses with an ACV (Average Contract Value) above $30,000.

Next, you need to consider the many parameters of a specific business.

Decisive factors:

• To whom are we going to sell?
• How many are there in the target market?
• How many of them can bring us 80% of the profit?
• Is there a generated demand?
• The cost of advertising in the target market
• Competition with the leaders in the category
• Does our ACV pay for personalization costs?
• How can we collect the necessary information about prospects?
• etc

The right strategy –> The lower client acquisition costs.

Contact us to discuss an ABM program intensified by multi-channel Ads.