How does CATO Networks target a wide network of accounts while focusing on the customer journey and prioritizing those with intent?
In this webinar, Merav Keren, Senior Marketing Director of CATO Networks, and Avishai Sharon, CEO of Trendemon, discussed how to successfully implement ABM strategies to generate results amidst the organized chaos of a full marketing techstack!
Watch the webinar recap or read more to learn Merav’s secrets!
The Secret Sauce
Merav believes that intent and personalization are the secret sauce to a strong ABM effort.
Personalization includes knowing the demographic fit of the person through the ideal customer profile to the intent of the person or account level.
Being on the same page with the sales team and knowing their sweet spot when deciding the audience will not only provide insights to make your marketing effective, but it will also help sales have the most success in outreach efforts.
In scanning potential accounts, check for the firm’s revenue and number of employees, to make sure they fit your ICP. Then focus on identifying the target audience’s title, language, and stage in the buying cycle to serve them with the right personal experience.
Experience Over Clicks
Since the customer journey is beyond a marketer’s control, the focus should be on the quality of the experience as opposed to getting the account to click.
Merav cites important questions when working on the journey:
- What is the state of mind of the person?
- What are people expecting to see when they click?
ABM enables accounts to decide to take the next step of the customer journey without forcing them through sales funnels and marketing campaigns.
This makes the richness of the content crucial.
From finding the quality of people who are truly interested, to finding leads and closing sales, the content in every stage of the funnel will determine if these prospects want to push through or drop out.
Shift and Replicate
In executing the ABM process, trial and error is involved. Merav believes that shifting quickly when a strategy doesn’t work will save time and resources. For the strategies that work, replicating them will help you move forward.
To pivot efficiently and cost-effectively, start with knowing the benchmark of the success metric, then compare your different efforts to that benchmark. Is your audience responding, downloading, or engaging? Look for a way to open the conversation and allocate more budget to the initiatives that work.
Worth the Try
Since marketing efforts are more geared towards online efforts, marketers can try these strategies that have already worked for CATO Networks, and adjust them to what fits their own environments.
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