Here’s a sobering thought. When it comes to complex B2B companies, 20% of the customer base represents 80% of the revenue. Yet traditonal marketing spend is evenly spread over the whole customer base. So what’s the solution?
Here’s a simple truth when it comes to most marketers: we have more data than we can cope with. Fighter pilots call it ‘helmet noise’: being faced with so much information from so many angles that decision making goes out the window.
Consider how Account Based Marketing (AMB) can help you. According to ITSMA’s Marketing Insights, it “delivers the highest Return on Investment of any B2B marketing strategy”. If your company is in IT, Services or Consulting or with long and complex sales cycles with a potentially large customer base, ABM is the answer.
How can we correctly identify the Enterprise segment?
Case in point: B2B Sales and Marketing teams sell to companies. At Celsius International we have created an industry first: a marketing database purpose-built ONLY for marketers selling to Large Accounts. When we talk Account Based marketing and the Enterprise segment, making sure you have it sized correctly becomes critical. The purchasing power you may be missing is huge.