B2B marketers have access to more data than ever before. To many, though, navigating the sheer volume and number of platforms to try and discern performance across their marketing mix is overwhelming.
Could it be prospects making a beeline to your ads? The noise those ads are making? Or the sound of more MQLs ringing in your ears? To increase all of these sounds, snag better prospects, and get more of them, you need to clear a path from click to conversion. There’s a simple way to do it.
Healthcare marketers, listen up: the people who make the buying decisions—i.e., the IT folks who buy solutions, or not—have a couple of reasons why they buy. You should probably check them out before you structure your account-based marketing.
Assuming you read my previous post , you understand the basics of ABM. So, let’s start with what you’ve completed since then:
Vetted and segmented list(s) (both companies and contacts)
Planned—and programmed—an appropriate contact cadence
Developed a content calendar, mapped to your audiences’ functional roles
Next comes the most important part: Measuring and monitoring your program.
At Red House, we sell something that just might come back into fashion soon: measurable results—and we’ve been doing it for over a decade, before it was popular. That sounds ridiculous, but it’s true: since the dawn of internet marketing, “results” have been sold as a pleasant consequence of clicks.