What intelligence should you get for each account in an ABM program?
| Answer: Account-based marketing (ABM) is a strategic approach to marketing that focuses on targeting specific accounts and engaging them in personalized campaigns. To be successful, ABM requires a deep understanding of the target accounts and their needs. To get the most out of an ABM program, marketers need to gather intelligence on each account. The first type of intelligence to gather is demographic information. This includes basic information such as company size, industry, location, and contact information. This data can be used to identify potential accounts and create targeted campaigns. The second type of intelligence to gather is firmographic data. This includes information about the company’s financials, products and services, customer base, and competitive landscape. This data can be used to understand the company’s goals and objectives and create campaigns that are tailored to their needs. The third type of intelligence to gather is technographic data. This includes information about the technologies the company uses, such as software, hardware, and cloud services. This data can be used to identify opportunities for cross-selling or upselling products or services. The fourth type of intelligence to gather is intent data. This includes information about what topics the company is researching online or what content they are consuming. This data can be used to understand what topics are top-of-mind for the company and create campaigns that address their needs. The fifth type of intelligence to gather is engagement data. This includes information about how customers interact with your brand online or offline. This data can be used to understand how customers engage with your brand and create campaigns that are tailored to their interests. The sixth type of intelligence to gather is social media data. This includes information about what conversations customers are having about your brand on social media platforms. This data can be used to understand customer sentiment and create campaigns that address their concerns. The seventh type of intelligence to gather is customer feedback data. This includes information about what customers think about your products or services. This data can be used to understand customer needs and create campaigns that address those needs. Finally, the eighth type of intelligence to gather is competitive intelligence. This includes information about what your competitors are doing in terms of marketing, product development, pricing, etc. This data can be used to understand how you stack up against your competitors and create campaigns that differentiate you from them. |
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