Welcome to the era of
Precision Demand Marketing
In Precision Demand Marketing (PDM), marketers focus on meeting buyers on their terms, wherever they are in their journeys, rather than taking a traditional sales-driven account-based marketing approach.
10 Essentials for Precision Demand Marketing
Let's seize the moment
Today's buyers do their own research. They expect to connect with you on their own terms, via the channels they choose, and only when they're ready to engage. Siloed, inaccurate data and broad-brush marketing programs have made matters worse. Let's stop thinking about what's wrong and start embracing what's next.
2008
Marketing Automation
Marketing-Driven Strategy
Marketers generated leads via funnels and siloed databases—from multiple channels such as third-party events and content syndication—that they owned and controlled. Marketing funnels were plagued with poor data and the process was slow and inefficient. As a result, sales teams became frustrated with the lack of results.
2015
Account-based Marketing
Sales-Driven Strategy
In an effort to build organisational unity, marketers began working more closely with sales. They committed money and effort to sales funnels and sales-identified targets. There was little consideration of the buyer experience, and the timing couldn’t have been worse. Buyers were becoming more independent, more aware of their options.
2021
Precision Demand Marketing
Buyer-Driver Strategy
Buyers began charting their own paths-to-purchase. And those paths weren’t linear. Marketers needed to connect with digitally liberated people and groups that they couldn’t control. Equipped with new technology and expertise, they began orchestrating touchpoints across all channels. This enabled them to precisely deliver personalised, meaningful experiences to the right buyers at the right time, dramatically boosting buyer confidence and accelerating the conversion of leads to revenue.
A Brave New World
You deserve a better strategy for competing in today’s buyer centric world. You need an approach that is customisable and highly efficient, one that allows you to quickly convert qualified opportunities, accelerate revenue and maximise demand investments. Now more than ever, you must be empowered to connect, align, and respond to today’s digitally savvy B2B buyers in ways that are personal and meaningful. You must put the buyer and the buyer’s experience at the center of everything you do. The answer is Precision Demand Marketing.
1
Market in a buyer's world.
1
Today, the only process that matters is the buyer’s process. It must be connected, aligned, and personalised. It’s time to move beyond target account lists and impersonal marketing toward consumer-like experiences that connect with real people.
2
Be open for business.
2
ABM is still a critical part of any demand strategy. But today, you must also be ready to adapt, with a 24/7 approach that enables connections with previously unknown buyers at exactly the right time.
Top marketers rely on precision
Marketing success today means changing the status quo. Here’s how to chart a new course.
30%
Cost reduction when Precision Demand Marketing is achieved
3
Establish a single point of truth.
3
Today’s buyer-driven market requires connected tech and channels that give marketing and sales teams a single view of high-value buyers. That means no silos, just a single point of truth that drives collaboration and results.
4
Put data governance at the core of everything.
4
Be ready to engage with multiple buying groups on their terms and their digital turf. Simplify data management by filling your pipeline with verified, high-quality, actionable data from all channels.
5
Find the right person at the right time.
5
To gain the first-mover advantage, you must meet buyers where they are—precisely. By prioritising your target account list and acquiring third-party intent data, you’ll be in position to lead the conversation.
6
Get personal.
6
Buyers crave deep, human connections even in digital transactions. So, don't think of B2B as business-to-business; think of it as business-to-buyer. Create messaging that’s empathetic to a buyer’s role, pain points, and business goals.
7
Meet buyers where they are.
7
As a marketer, your role has changed. You now need to create touchpoints across all channels, wherever engaged buyers, known and unknown, may be. And you must make each touchpoint connected and meaningful.
8
Spend where it matters.
8
To succeed today, you need a multi-touch, cross-channel approach that delivers actionable insights from previous campaigns, so you can reach buyers through the right channels, at the right times, with the right messaging.
15%
Additional revenue when Precision Demand Marketing is achieved
80%
of B2B buyers want a B2C experience
9
Be agile.
9
With ongoing global uncertainty, and the rapid acceleration of change in the way people work and the markets you serve, agility is everything. Equip your teams with the skills to adjust to evolving circumstances.
10
Discover the future of teams.
10
By unifying channels and tech, your teams will serve the buyer with global solutions across all product lines, regions, and market segments, enabling a personalised marketing approach to expand across your operation, delivering predictable results.
Solutions like Integrate allow us to reach key personas and accounts around the world in a highly scalable way without having to sacrifice precision.
Leslie Alore
Global Vice President of Growth Marketing
Ivanti
eBook
Maximise ABM in a Challenging Market
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