Fulfillment Services can be Critical when Developing an Account-Based Marketing Strategy

Published On April 17, 2018

B2B sales typically take a lot of time and require multiple contacts through a variety of channels to reach and persuade all the people who have a say in the purchasing decision. Given the time and money it takes to close a sale, it’s no wonder B2B companies are looking for ways to boost their success rate. Increasingly, that means employing an account-based marketing (ABM) strategy.

A survey conducted by marketing software company Engagio found that 84 percent of companies using ABM realized returns on investment that were significantly or somewhat higher than ROI from other forms of marketing. These gains resulted from both higher close rates and better ability to retain and expand customer relationships. So the value of a good ABM strategy is clear to B2B marketers. What they may not consider, however, is the value of a good fulfillment services partner in executing such strategies.

What is Account-Based Marketing – and How Does it Work?

Account-based marketing is like target marketing on steroids. Rather than pursuing an entire market segment, companies using ABM zero in on specific companies within a segment that are the best possible fit for their product or service. They then design personalized campaigns addressing each prospect’s specific pain points and needs.

Within those parameters, the steps involved in designing marketing initiatives are similar to those for more traditional campaigns:

• Define prospects with close collaboration between marketing and sales, to gather all necessary data and insights.

• Develop company personae utilizing in-depth research on the company’s structure, markets, products, strategies and key decision-makers.

• Develop content and choose communication channels. Content should speak to specific concerns or issues of individual decision-makers and influencers, while maintaining consistency across the entire campaign. Offer solutions that incorporate or allude to your company’s solutions without making a blatant sales pitch. And personalize direct mail, email, landing pages and other messaging for each stakeholder and contact.

• Launch, evaluate results and refine as necessary. ABM, like B2B sales in general, is not a “one and done” effort.

The last step is where a top-notch fulfillment services partner can really help your efforts with cost-effective production for customized messaging, including true one-to-one communications, by combining variable data with digital printing or electronic delivery. Your partner can also speed production with template-based capabilities that make it quick and easy to design and print personalized communications. And because all variable copy, images and designs are preapproved by your company, there’s no risk of diluting or damaging your brand.

If your campaign requires sending multiple documents and/or samples, CDs, etc., a good fulfillment services company can assemble them in an attractive, well organized kit or booklet.

Better fulfillment companies also have the ability to integrate their systems, not only with your systems, but with those of your other vendors, as well. This helps capture important, real-time data on the creation, production, ordering, shipping and usage of your materials, for a more robust view into your supply chain. That, in turn, can help you rework materials for greater effectiveness, decide ideal production methods and order quantities.

Not sure what you need, or whether your current provider is up to the job? Contact Iron Mountain. Our fulfillment services experts will be glad to discuss your needs and concerns.