You’ve done the hard work to build your killer account-based marketing campaign and you’re ready to move forward and get it in front of the right prospects. Expectations are high that this campaign will be the one to bring your sales team quality leads in terms of both engagement and strategy. Looking forward, you can see the light flicker at the end of the tunnel.
After you refined your messaging, you identified the right prospects by creating your Ideal Customer Profile (ICP) model using your demographic and firmographic data. You’re confident that you know how to target and contact companies matching your ICP with a message that will resonate by leveraging account-based marketing (ABM).
But have you really done everything you can to set yourself up for success?
We all know that account-based sales and marketing strategies can be resource-intensive, or even exhausting, for both sales and marketing teams. That’s why it is so important to ensure you’re focusing on the accounts that have the highest propensity to buy. And that’s why, in a sea of accounts and seemingly endless lakes of data, it’s important to narrow down your outreach as much as possible.
Playing with F.I.R.E.
It’s time to ignite your sales and marketing outreach.
F.I.R.E. insights are game-changing ways to understand and transform data. Understanding how to combine and contextualize individual data elements—especially account, market, and technology intelligence used in account-based marketing—is what gives these insights their spark. These data-driven insights empower you to better define your actual ICP, optimize resources, and ultimately maximize your revenue.
F.I.R.E. stands for “Fit,” “Intent,” “Recency,” “Engagement.” These four parts, when applied together, enable your teams to build powerful ABM campaigns that target the right accounts at the right time. Simply put, F.I.R.E. is the intelligence that every business needs. When you can see which accounts are the best fit for your business, you can apply your marketing and sales dollars where they’ll get the greatest return.
Though the four parts alone aren’t necessarily strong indicators of an account’s interest—when they’re combined they signal a blaze of buying intent. When determining whether you should target an account, you must consider these four components:
Is the account a good fit for your product or service? Determine which accounts are most likely to seek your solution by analyzing their industry, market, firmographics, and technology stack. It is important to utilize as many data points as possible to produce the most accurate ICP.
Even if the account is a good fit for your solution, do they want to buy your product right now? It’s one thing to identify the accounts to buy your product, but it’s quite another to identify the accounts currently in the market to buy in the near future. It’s a much better use of resources to target prospects that need your solution now.
How recently do your prospect’s current IT contracts end, or when did they signal intent to buy via engagement with your channel? Long timeframes mean you may have missed the boat. So, it’s crucial to stay on top of your account’s activity so you can market and sell to them during their peak buying times. You must strike when the iron’s hot to spark the F.I.R.E. and have a significant impact on your campaigns.
Is the account engaging with your website, social media, webinars, or other channels? No matter what, engagement is always a good sign. You may need to market more to accounts that are high F.I.R. but low E. as they’re probably unaware of your product.
Add Fuel to your Account-Based Marketing F.I.R.E.
By using a F.I.R.E.-backed ABM strategy, your team can focus on quality leads that are both a good fit for your solution and are actively in the market to buy. This will allow your sales and marketing teams to confidently focus on nurturing their high-value and ideal customers. HG’s Sales Director Scott Smyth explains why ABM in marketing campaigns is also important for sales teams,
Intelligence For Your Account-Based Marketing Campaign
F.I.R.E. is a superior Go-To-Market strategy for any B2B business.
Unfortunately, many businesses lack the intelligence they need to develop their own bespoke F.I.R.E.-backed ABM. This process requires technology intelligence. HG’s technology intelligence provides you with detailed views into the technology stacks of your accounts worldwide, allowing you to identify your most valuable opportunities by using installed technology data, IT spend intelligence, and contract renewals intelligence.
F.I.R.E.-backed ABM relies on this invaluable information. HG gives you these insights so your teams know when accounts are ready to buy.