Marketing to the company and not the individual is an easy thing to say but not so easy to do. As the article linked to below implies, most martech and automation tools come from a background of targeting and analysing people, not organisations.
To give you an idea of how beneficial it can be, recently we tracked how many individuals we could trace during the buying cycle for a large transaction that happened with one of our clients.
We only had access to outbound marketing data, but we still found 26 individuals consuming content across the organisation. When this was combined with organic data - the picture became both clear and valuable.
To put it in simple terms: it helped that we could track that content consumption intensity by organisation level and feed back during their negotiations. This gave exactly the insight needed to accelerate some part of the sales cycle.
Result? Happy marketing department, happy sales department, happy client.
High fives all round.
That is core to the issue: How do you market to the right companies if existing systems and practices are predicated upon targeting individual consumers? B2B marketers don’t benefit from solutions that allow them to target “soccer moms,” “tech-savvy millennials” or other consumer-based lookalike audiences. They need a much more precise and relevant targeting scheme. For example, the CMO at an enterprise software company with long sales cycles (nine to 18 months) needs to simultaneously monitor, analyze and surface insights on cross-departmental stakeholders across levels of seniority and diversity, all within discrete organizations. At large corporations, this can include the Financial Analysts, Director of Finance, CFO, VP Engineering, CTO, Architects, Engineering Directors, Procurement Managers and dozens of other business stakeholders, from the first introductory call to a signed contract and through the process of onboarding, as well as utilization.