Your B2B Account-Based Demand Engine

------=_Part_1692361_1000578811.1695329838097 Content-Type: multipart/alternative; boundary="----=_Part_1692365_1352214185.1695329838097" ------=_Part_1692365_1352214185.1695329838097 Content-Type: text/plain; charset=UTF-8 Content-Transfer-Encoding: 7bit ============================================================ MarketingProfs DemandGen Today Inside this issue: Rev up the demand engine to accelerate results Read this issue on the Web. Just follow this link: ============================================================ You received this newsletter at this address ({EMAIL}) as part of your subscription to MarketingProfs.com, or because you subscribed to our newsletter. Manage your mail preferences: If you prefer to no longer receive MarketingProfs DemandGen Today, you can always leave this list: Copyright 2000-2023 MarketingProfs LLC. All Rights Reserved. 1985 Riviera Dr, Ste 103-17 | Mount Pleasant, SC 29464 | (866) 557-9625 ------=_Part_1692365_1352214185.1695329838097 Content-Type: text/html; charset=UTF-8 Content-Transfer-Encoding: quoted-printable =20 Rev up the demand engi= ne to accelerate results=20 =20 =09=09 =20 =09=09=09=20 =20 [3D"MarketingProfs] =20 =20 =20 September 2023 =20 =20 =20 =20 =20 [3D"Your] How to Rev Up the B2B Account-Based Dema= nd Engine to Accelerate Results =09=09=09=09 As the saying goes, the times they are a-changin'—and that's especial= ly true of the B2B market. Today, the B2B buyer is firmly in the driver's seat. So when [77% of B2B buyers](3D"htt=) consider the purchase process complex and difficul= t, B2B marketers need to get creative to attract and support prospects. One innovative approach to gaining traction is the account-based demand eng= ine, which focuses marketing efforts on specific high-value accounts and de= livers personalized experiences. Through six questions and answers, this article discusses the aligning of s= ales and marketing teams and adopting a unified approach so businesses can = thrive in the evolving B2B landscape. What are the key components of an account-based demand engine? The account-based demand engine can be broken down into five core component= s, which I like to call "STEAM": - First and foremost, developing a clea= r Strategy is essential. Doing so enables you to define yo= ur objectives and determine the best approach to achieving them. - Second, it's crucial to identify your= Target audience. By thoroughly understanding your audienc= e and investing in the creation and distribution of relevant information, y= ou can make a significant impact. - Third, active Engagement= ong> is vital. It involves interacting with your audience to gain a deeper = understanding of their needs and interests. It also entails creating compel= ling content such as curated stories, content hubs, and landing pages. - The fourth step is Activation= . At this stage, the digital engine passes the baton to the human = channel, enabling the identification of engaged individuals and prioritizin= g valuable prospects. - Finally, the fifth step is Measurement. Regularly= measuring and analyzing the performance of each component of the engine an= d distribution programs is crucial. Doing so allows for continuous improvem= ent and optimization through regular review and collaboration with the scru= m team. The account-based demand engine brings together all those elements, which a= re often fragmented within B2B organizations today. How has the B2B buying process evolved over the years? A decade ago, there was a significant emphasis on aligning sales and market= ing teams; they often viewed each other as two separate entities. However, = over time, it became apparent that their objectives and efforts are more si= milar than different. That understanding is now much more widespread. The current focus is on recognizing the importance of convergence, because = operating in isolation wastes valuable time and energy while producing misl= eading outcomes. For example, celebrating the acquisition of 10,000 Marketi= ng-qualified leads (MQLs) at the end of a quarter is meaningless if the res= ulting pipeline remains uncertain. It's time for us to acknowledge that true success lies in joining the effor= ts of Sales and Marketing, understanding their shared objectives, and embra= cing convergence. By doing so, we can enhance efficiency and achieve meanin= gful results. How does "convergence" relate to the account-based demand engine? In our case, we start with defining the problem and desired outcomes for ou= r clients. Then, we analyze competitors, map customer journeys, conduct pro= pensity modeling, and develop a play-to-win process. We also focus on digit= al strategy and creative concepts and work with a scrum team for campaign a= ctivation. When convergence is done correctly, it brings all these elements together l= ike a symphony, ensuring the right thinking and outcomes at each step. Solving the problem requires an integrated approach. Too o= ften, marketers get too tactical and focus solely on great content without = defining the target, which often leads to results that fall short. It's ess= ential to understand that that's just one piece of the puzzle, and we need = a holistic perspective to achieve the most critical objectives. The B2B buying market is now more complex, so how can B2B marketers ove= rcome that challenge? [Continue read= ing ►](3D") =20 =20 =20 [3D"Phil] [3D"Phil] Head of inside sales in the US for The Marketing Practice =20 =20 =20 =20 =20 =20 [3D"C=] Convert Your Prospects With Buyer Psychol= ogy! A Workshop at B2B Forum, in Boston If your funnel isn't converting like it should... If you= r content doesn't leave them begging for more... Then your marketing and co= ntent are missing some specific neuroscience-based hooks. At the=20 Oct. 4–6 [B2B Forum in Boston](3D"), Kenda Macdonald, aut= hor of Hack the Buyer Brain, will show you how to convert your pro= spects with a neuroscience-based lead generation strategy that works. Her 5-hour workshop is packed with hands-on, in-person interaction=E2=80=94= exercises, group activities, peer discussion, and much more, including a wo= rkbook, access to on-demand learning, and a chance to earn the MarketingPro= fs Demand Generation Marketer II credential. [Get Your All-A= ccess Pass Now! ►](3D") =20 =20 =09=09=09 =20 =20 =20 =20 =09=09=09 =20 Demand Gen Resources = d> =20 [3D"Guide/Report"] [5 Steps to= Transforming Omnichannel: From Clich=C3=A9 Buzzword to Robust, Full-Funnel= Marketing Success](3D") [Guide/Report] [3D"Virtual] [Demand G= eneration Friday Forum](3D"=) [Virtual Event] [3D"Article"] [10 Simple= Ways to Get More B2B Leads From Instagram](3D") [Article] [3D"Podcast"] [Discoveri= ng the Brain Science That Drives B2B Buyer Behavior: Nancy Harhut on Market= ing Smarts](3D") [Podcast] =20 [3D"Infographic"] [A 7-Step = Inbound Marketing Lead Gen Strategy](3D") [Infographic] =09=09=09=09=09 [3D"Research"] [The Top T= actics for Generating High-Quality B2B Leads](3D") [Research] =20 =09=09=09=09=09 =09=09=09 =20 =20 =20 =20 =20 =20 =20 =20 Your DemandGen Team Your team for this issue (in alphabetical order): Megan C= ordero, production director; Vahe Habeshian, publications director; Phil Jo= nes, head of inside sales in the US for The Marketing Practice. =20 =20 =20 =20 =20 =20 [3D"=](3D"=) =20 Copyright © 2000–2023 MarketingProfs, LLC All Rig= hts Reserved This email was sent to {EMAIL} as part o= f your MarketingProfs subscription. 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