Driving Growth in B2B Tech Sales - Marketing at ZMOT with Intent-Data
Written by Fes Askari
Jun 3 2019
In a landscape saturated by information, how can you cut through the noise to reach the right B2B Technology buyers; who are in-market for your services and solutions at that time?
Solving the B2B Technology Sales and Marketing Challenge
Reaching B2B Technology buyers today means competing against an ever-growing, increasingly noisy marketplace. Not only must you compete for attention against other vendors; your message must land with impact in front of the right prospects and accounts at the right time.
As a result, it’s more important than ever to be able to reach buyers at the right times in their purchasing journey - to identify and engage accounts actively in-market for your products and solutions. So, how can modern Technology marketers achieve such pinpoint accuracy?
Be There at the Zero Moment of Truth (ZMOT)
With only 2-5% of any audience actively seeking to purchase at any one time, marketing and sales teams need to consider Timing, Context and Relevance - along with the right strategy for your unique Tech audience - resonate.
That precise ‘lightbulb’ moment; when you reach your buyer at the right time, with the right context, and a relevant message, is the Zero Moment of Truth (ZMOT) and can be achieved by leveraging intent data; plus the right strategic approach that considers your unique tech niche and audience.
In this video, we outline key challenges that B2B Technology sales and marketing teams are typically looking to address, and provides insight into why intent data should be a key element in solving them.
B2B technology sales and marketing leaders are facing some tough challenges.
With a continuously growing and crowded market place, tech companies need to cut through the noise to access budgets and buyers
You need to invest in the right strategies and tactics to provide the highest chance of delivering ROI, and enable the sales team with the right data and insights to accelerate the time to sales conversation.
Historically, sales and marketing teams have been grappling to understand where buyers are in their journey.
Even with those contacts in your first party database, what do you really know about them as they move along a frenetic path to a solution or a no decision.
But what if there was a way to add a lens over the market that allows you to see what is actually happening with your good fit accounts to help you get into those conversations earlier and shape the buyers’ thinking.
At Strategic, we support technology brands in driving growth efficiently by identifying and engaging accounts actively in-market for your products and solutions.
We do this by providing Timing, Relevance and Context to identify how to engage the right accounts with the right message at the right time.
Leveraging third party intent data platforms such as Nexus, we help clients build strategies that engage accounts who are actively in-market across the Inbound to ABM framework. Prioritising focus and resources on the right accounts, helping to accelerate the time to meaningful engagement and sales conversations.
We’ll be hosting a number of Braindate sessions at this year’s SaaStr Europa event:. Sign up to one of our individual or small group mentoring sessions to learn more about how you can harness intent data and ABM to identify accounts actively in-market for your enterprise technology:
[Masterclass] How Buyer-Intent Data Uncovers B2B Accounts Most Likely To Buy Your Solution - 13/6/2019 12.30-13.15. -Sign up here.
[ABM Workshop] How to Identify Accounts In-Market for Enterprise Technology - 12/6/19 12.00-12.45 - Sign up here.