Creating and distributing the content that your potential customers are looking for (what questions they usually ask, what their needs are, what problems they want to solve, etc.) is the basis of inbound marketing . The idea is to attract users interested in your services to your online environment, accompany them in the sales process with more related information, and encourage them to think about your brand when they are ready to make the purchase decision. All of this with a combination of strategies : content marketing, SEO positioning, conversion and lead generation tools (calls to action, landing pages, forms, etc.), marketing automation , lead nurturing, email marketing, conversational marketing (live chat, chatbots, etc.), social networks… and also a CRM or database that allows you to integrate this information, know what point of the purchasing process the contacts are at, and work with the comoros email address leads in a segmented and personalized way.
Target strategic customers directly
Ask yourself this question and try to make your answer as realistic as possible. If you had to name three companies that you would like to become your customers, who would they be? Most B2B companies have their Moby Dick – those potential customers that they consider to be strategically key to their business, but with whom they do not yet work.
This is where account-based marketing (ABM) comes in . It is a hyper-segmentation strategy in which marketing and sales efforts are combined to directly target a very small group of potential customers as the targets of one or more highly personalized campaigns.
ABM has gained a lot of weight in recent years and makes even more sense at a time when the coronavirus crisis has triggered a trend towards looking for closer suppliers . However, ABM strategies are not for everyone. For example, they do not make much sense in B2C environments and work better to close B2B sales with brands that have a small number of potential customers or for which that target company would be a client of high economic and strategic value.
