Need to know

  • Just 2-5% of an organisation’s total addressable market is actually ready to buy or giving off buying signals
  • Account-based marketing (ABM) helps identify these customers and target them with the right message
  • Behaviour-based marketing (BBM) takes this one step further by targeting the same customers, but when they are actively seeking to buy
  • BBM involves being able to personalise messages based on what buyers and decision makers are interested in, who they are talking to about it and why – in real time
  • Following the five-step approach outlined in this paper can help start the journey to a more behaviour-based approach
  • Identify the most valuable portion of your market i.e. 10 key accounts. This will highlight areas for a business to cut back, as well as where to focus more effort on prospects most likely to buy
  • Insights are gleaned from data that relates to devices and cookies, therefore it’s vital to ensure it doesn’t conflict with data protection requirements. The focus should be on gleaning granular level insights – without flouting regulations such as GDPR
  • Content and messaging should be mapped back to the customer’s needs, personas and stage in the buying cycle
  • A powerful keyword strategy, one related to the value proposition of the business, lies at the core of identifying buying intent
  • The buying journey has evolved, as has today’s competitive landscape. Marketers are under increasing pressure to get results and a behaviour-based approach can alleviate some of the pressures and challenges