- On October 1, 2019
If you operate in B2B marketing, think ‘lead generation’ and you’ll probably think of things like email marketing, site tracking, or even more traditional forms of in-person networking.
Chances are you don’t think of Social Media as a leading source of quality, B2B leads. For years, Social Media Marketing has been seen as a tactic only to be used at the top stage of a traditional funnel model.
This has led to B2B companies and agencies relying on traditional marketing funnels seeing stagnant conversion rates, low CTRs and a much higher CPL (Cost Per Lead).
Flipping the Funnel: Account-Based Marketing
As we utilise the Account-Based Marketing structure in our own Channel Marketing endeavours, we at Gorilla (and our clients!) have noticed a number of benefits from using it over a traditional funnel model.
As we’re flipping a normal sales funnel on its head, we’re only targeting a limited number of hot leads to begin with – those who are already showing intent. A traditional funnel would be casting a wide net to begin with, hoping for the occasional lead to take an interest.
Account-Based Marketing improves conversion rates by utilising buyer intent. Buyer intent is the process of tracking prospects who are already showing an interest in the type of product or service your company offers. They will then work down the funnel until a conversion is reached.
Take a look at Gorilla’s ABM funnel for an overview:
How does ABM help with Lead Generation?
One of the main reasons marketers are making the switch to an Account-Based Marketing strategy is due to the sheer amount of technology they have access to going into 2020.
For instance, HotJar is an easy-to-install plugin that allows marketers to view exactly where your site visitors are clicking. Pair this with on-site IP tracking, and you’ll easily be able to decide which leads are worth nurturing, and which ones aren’t.
Then there’s social listening software, such as Brandwatch. As creepy as it sounds, Brandwatch listens to conversations on topics relevant to your product/service that occur on Social Media. It will let you know when a prospect ‘likes’ a relevant tweet, follows a related account, etc.
For example, if your company sold ERP Software, Brandwatch can be set to track CTO’s or CFO’s who are displaying interest. Shortly you’ll have a list of hot, relevant prospects who are actively looking for ERP solutions. (Side note: for B2B businesses, you’ll be wanting to prioritise Brandwatch on LinkedIn)
Once you’ve generated a notable list of quality leads, you’ll want to develop and engage with these leads.
If you’d like to learn more about Gorilla’s Account-Based Marketing strategy, don’t miss out on our upcoming Whitepaper. In it, we delve into the deepest depths of each funnel segment, how we implement it, and the results we achieve. Sign up to our newsletter here to ensure it comes to your inbox first!