Demandbase + Reachdesk: Turning Marketing Data into Magic
Account-Based Experience (ABX) is a go-to-market strategy that puts the spotlight on the customer experience and uses data to orchestrate relevant, trusted Marketing and Sales actions throughout the B2B customer lifecycle. Only 27%* of companies report they are fully satisfied with their ability to deliver truly personalised customer experiences using data collected across digital channels. This might be because, traditionally, B2B marketers have focused on data points that fail to bring the much needed personal touch to their communication. ABX promises a way to change that. The right type of data can help you hyper-personalise the customer experience allowing you to reach your target buying teams, earn their trust, and build the relationships that lead to big deals. Join us as we cover how to use data-driven ABX to deliver great customer experiences.
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Demandbase + Reachdesk: Turning Marketing Data into Magic
- 2. Alex Olley Co-Founder & CRO, Reachdesk Paul Gibson VP EMEA, Demandbase
- 3. Topics ● What is ABX ● Types of Marketing data ● How to use the data ● Enhance customer experience ● Driving ROI with ABX ● Building customer relationships
- 4. “Account-Based Experience (ABX) is a go-to-market strategy that uses data and insights to orchestrate relevant, trusted Marketing and Sales actions throughout the B2B customer lifecycle”.
- 5. © 2021 Demandbase | Changes in B2B buyers’ behavior have reached an inflection point Source: “What B2B Buyers Crave”, Forrester Research Inc., May 4, 2020 Buyers now expect a better, simpler experience
- 6. © 2021 Demandbase | Start here Initial research Social media First website visit Competitive site visits Buying committee research Social network Pipeline Evaluation Retain Research additional solutions Customer Unknown Known Form fill/Hand-raise /Demo request Not here The Buyer’s Journey Is More Complex and More Anonymous
- 7. 7 Moments that matter | Account-Based Experience
- 10. You’re the best! Thank You
Editor's Notes
- The B2B buyer and their buying behavior has been on a transformation journey over the last few years. Despite all the best efforts from marketing and even with ABM, it has gotten harder and harder to connect with B2B buyers in ways that they want and at a time when they are ready for a conversation. Revenue teams need to adapt to these changing expectations in order to succeed in the future. Modern B2B buyers want to be treated as partners, not targets. They want a simpler buying experience that directly puts them in control of the buying journey. [NOTE: Backup info if desired] According to Forrester, some of the key factors influencing changes in B2B buying behavior are: Information ubiquity enables buyers to control more of their purchase journeys Millennials who value peers more than providers are becoming the dominant purchasers B2B buyers’ experiences as B2C consumers themselves increase demand for self-service and eCommerce COVID-19 social distancing policies have shifted the balance of human and digital engagement throughout the buying journey from roughly equal to predominantly digital
- However, today’s buyer’s journey is more complex and more anonymous than ever before. Gartner research finds that when B2B buyers are considering a purchase‚ they spend only 17% of that time meeting with potential suppliers. When buyers are comparing multiple suppliers‚ the amount of time spent with any one sales rep may be only 5% or 6%. If you are not aware of all these touchpoints, you’ll be late to the game and you won’t be viewed as that “partner” that B2B buyers are looking for.
- https://go.reachdesk.com/abx-guide