Peter Isaacson, Marketing Director and Account Manager at Demandbase, presented to MarTech West how to reach the purchasing committees in the target accounts. Participants asked questions about the intent, key performance indicators (KPIs) and the shopping committee journey, while Isaacson took the time to share some ideas with us.
How do you use the IA – with the intention – to reach the buying committee at the earliest
The goal of any B2B marketing and sales is to join the purchasing committee of your target accounts, that is to say the people who will sign a purchase and all the influencers who will contribute to the decision. . The challenge was to identify this buying committee as it is by nature ad hoc, ephemeral and different in each organization. And frankly, different for each purchase.
It is very difficult to identify the buying committee, but the technology now allows these people to self-identify. People who research the topics and keywords related to your business are most likely the buyers and influencers that you are trying to reach with your target account. These people identify themselves as the buying committee, expressing their interest and intent because of the content they consume online.
How do you actually get an intention for the account and the buying committee?
The intention at the level of the account and the intention of the buying committee are very related because we identify all the content areas, topics and words- keys on which users search the Internet. The magic (I'm talking about artificial intelligence and machine learning) is to synthesize all this data and to link the domains to the value proposition of your business. Each person is connected to an account, which gives us both individual intent and intention to an account.
For example, at Demandbase, we are very interested in any keyword or topic related to account marketing, website customization, digital personalization and marketing customization. We take people who research on these types of keywords and we combine all people from a given company into a complete account identification. If there are three, four or fifteen people in a specific company who are researching topics or keywords associated with a specific company, we will combine them into a global overview of society as a whole and we We will identify it as an account with high visibility. intention. This interests us both for the purchasing committee and because it identifies itself by actually doing research on these topics and at the account level, since a large number of people from the same company show that performs all research on common topics.
How are advertisers part of the anonymous buyer's trip?
B2B marketers understand that waiting until the hand is completed or that the form is completed is too late to start marketing to someone, such as most of the research and investigations have already taken place at that time. Similarly, it is still too late in the process to wait until they first appear on your website to evaluate or consume different content. At that time, they probably have already done some research on the outside Web and, most likely, visited at least one, if not a few, websites of your competitors.
You must contact the buyers at the earliest. stages of their research. The first sign of intent you can measure is when they start doing broad web searches on areas related to your company's value proposition. At this point, they are still anonymous. They have not identified themselves and they will probably remain anonymous over the next few weeks – if not a few months – before clicking a button and saying "show me a demo" or "I'd like to talk to a representative" or "sign me up for a webinar. "But it's not enough to identify those people who demonstrate intent – you actually need to trigger a marketing activity, such as advertising, so your identification of intent needs to be built into a DSP based on an account capable of running ads against these people and accounts.
You set the KPIs for modern advertising as 90% of target accounts reached, 30% of target accounts. and $ 15 to $ 300 per account on the site How did you determine these indicators, how often do companies reach them, and what can they do to ensure that they reach these key performance indicators?
When it comes to advertising, B2B marketers have sold indicators that have nothing to do with a commercial impact for a B2B marketing agent. that they should focus on PPCs and buy stocks as cheaply as possible. Concentrate on click-through rates, even if these clicks have no chance of buying your products. This is often why marketers lose credibility with their C counterparts. CFOs and CEOs do not care about CPM or click-through rates, but publishers and suppliers of IT technologies support it because they are the only indicators that they can sell.
As business-to-business marketers, and account-based marketers in particular. , we should be concerned about the percentage of our target accounts that actually use our content, those of our target accounts published on our website, and the percentage of those target accounts that have seen advertising as a pipeline business.
Regarding the benchmarks mentioned in the question, if you are under these benchmarks, you should re-evaluate, but in most cases, marketers should strive to achieve these KPIs. More and more marketers are focusing on the business impact, but I still talk to many people obsessed with CPM and clickthrough rates. For CPM, getting the cheapest advertising is like buying sushi at will. It's a good business to earn a ton of fish for a small fee, but is it something you want to eat? Absolutely not. It's the same thing with CTR. Why are marketers obsessed with a CTR of 0.02 vs. 0.03? It does not really matter if people who will never buy your products click on your ads. We should not be obsessed with this. Instead, we should focus on whether good society – and the right people in good society – see our ads and act accordingly.
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The opinions expressed in this article are those of the invited author and not necessarily those of Marketing Land. Associated authors are listed here .
About the Author
Peter Isaacson has over 25 years of marketing experience in B2B and B2C marketing, from branding to advertising, business communication and product marketing. global scale. As CMO for Demandbase Peter is responsible for the overall marketing strategy and its execution, including product, corporate and field marketing. Prior to joining Demandbase, Peter was Marketing Director at Castlight Health, where he helped to evolve the company and build the marketing team prior to its first IPO. Peter made his advertising debut working for various agencies in New York, ranging from Procter & Gamble to Compaq computers.