Account Based Marketing Leveraging BizKonnect

Today, most marketing organizations are moving towards Account Based Marketing (ABM). While the ABM approach has existed for years, recent technologies have made it scalable, more effective, and popular.

Traditional marketing attracts prospects from a large pool, but ABM targets accounts based on your best business connections. It’s about understanding your buyer group in an account and using personalized messaging to get them interested. ABM reduces the gap between sales and marketing as the target profile of accounts is decided collaboratively.

BizKonnect helps you implement and execute Account Based Marketing in your organization. BizKonnect leverages the latest Natural Language Processing capabilities to collect and map business entities, using its own NLP platform BizNLP. BizKonnect has a business knowledge graph of around 20 million global companies, with heat maps (organization charts with insights and connections) for all these companies. Its action workbench supports personalized campaigns, making BizKonnect one of the most effective solutions for your ABM initiative.

Key Steps in Account Based Marketing and How BizKonnect Helps

1. Identify your target accounts.

ABM starts with identifying your target accounts. This is the most important and high-impact stage, deciding the direction and success of your program. BizKonnect takes a Theme based approach—a theme is a combination of Business Solution, Technology, Location, Decision Maker, and Target company size.

While defining a theme, important considerations are your current and aspirational solution strengths and market analysis. BizKonnect helps you map customer case studies and derive potential themes, providing market analysis based on actual data, market size, competitive analysis, and segmentation.

Once you have your target theme, the next step is to identify and prioritize key accounts. BizKonnect uses the BANK (Budget Authority Need and Konnect) framework to qualify and prioritize accounts.

2. Understanding the decision maker group in this account.

After identifying accounts, you need to understand the decision maker group within them. BizKonnect provides Heat Maps (organization charts with your relationships and insights) of your target enterprises, customized as per your needs, focusing on your target business unit and decision makers. These charts highlight your connections and provide contact details of decision makers.

3. Approaching this group with a personalized approach.

Once you have identified the accounts and personas, the next step is to ACT—reach out with a very personalized message. BizKonnect provides templates with personal and corporate connection points at the individual level.

Personalized messaging builds trust and confidence with your prospect by leveraging the Business Connection. Buyers are interested in your business only as it relates to their problem, so personalized messages are great for B2B marketing.

Leverage company news, blogs, articles, and events to get deep sales intelligence about the account and the person. BizKonnect provides deep sales intelligence in the form of complete Technology maps, Connection maps, and persona profiles.

4. Measuring your success.

Track what stage the account is in—Identified, Researched, Connected, Warm, Hot, or Signed. Metrics track how many accounts move from one stage to another, indicating success in nurturing accounts. The BANK score (Budget, Authority, Need, Konnect) helps prioritize accounts.

Account Based Marketing has existed for years, but technology now allows you to scale it. BizKonnect helps you scale your ABM initiative without compromising the quality of in-depth intelligence at the account level. Leveraging business connections within mapped accounts and using those in your communication is the next upgrade of ABM.