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24 questions to ask account-based marketing vendors during a demo

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24 questions to ask account-based marketing vendors during a demo


Account-based marketing is having its moment as B2B marketers are jumping on the idea of orchestrating outreach to their most valued accounts. ABM enables marketers to focus their efforts on accounts with the greatest ROI potential through insightful and personalized marketing programs.

But how do you make sure you are choosing the right platform for your organization?

For starters, once you have determined that ABM software makes sense for your business, spend time researching individual vendors and their capabilities by doing the following:

  • Make a list of all the ABM capabilities you currently have, those that you would like to have and those that you can’t live without. This last category is critical, and will help you avoid making a costly mistake. For example, if enriching your ICPs with deeper technographic data is important, be sure to ask about it during vendor interviews and demos. If you find that one vendor doesn’t offer this “must-have” capability, it’s obviously not a fit.
  • Take your list of capabilities and then do some research. Speak to your marketing peers to find out who is using which ABM tool and why.
  • Narrow your list down to those vendors that meet your criteria. Submit your list of the ABM capabilities you’ve identified, and set a timeframe for them to reply.
  • Decide whether or not you need to engage in a formal RFI/RFP process. This is an individual preference, however be sure to give the same list of capabilities to each vendor to facilitate comparison.

Explore ABM capabilities from account-based marketing vendors like 6sense, Demandbase, Salesforce, Integrate and more in the full MarTech Intelligence Report on account-based marketing platforms.

Click here to download!

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Once you have moved beyond those steps, begin reaching out for demonstrations. You want to set up demos within a relatively short timeframe of each other to help make relevant comparisons. Make sure that all potential internal users are on the demo call and pay attention to how easy the platform is to use, whether the vendor seems to understand our business and marketing needs, and whether they are showing your “must-have” features?

To further help you out, here is a list of 24 questions you can ask.

General questions:

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  • How easy is the tool to use?
  • Does the vendor seem to understand our business and our marketing needs?
  • Are they showing us our “must-have” features?

Account targeting and interaction management/orchestration:

  • Does the tool help identify target accounts?
  • What type of machine learning and/or artificial intelligence does the tool use?
  • Can we segment and view accounts by multiple criteria?
  • Can the tool match existing and new leads to their correct accounts?
  • Can the tool identify anonymous leads and match them to their correct accounts?
  • Does the tool show where visitors came from (channel or campaign)?
  • Does the tool track website visitor actions (i.e., clicks and content views)?
  • Can the tool track visitor actions across all visits?
  • Can we manage cross-channel campaigns (in all of our relevant channels) through the tool?
  • Does the tool help us comply with relevant privacy regulations?

Reporting and integration:

  • Does the tool provide real-time analytics?
  • Does the tool provide summary and/or detailed views of account data and insights?
  • Does the tool measure account engagement? How?
  • Are native integrations with our CRM and/or marketing automation platform available, so we can utilize historical data?
  • If not, is an API available for custom system integrations?
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Training and customer support:

  • How much training will we need to use the software, and what kind of training is available?
  • What level of customer support is offered, and when is it available (i.e., 24/7 vs. 8/5)?
  • What is the turnaround time for support queries/tickets?
  • Are professional services or support available for our transition to ABM?
  • What new features are under consideration?
  • What’s the long-term product roadmap and launch dates?

Good luck!


About The Author

Pamela Parker is Research Director at Third Door Media’s Content Studio, where she produces MarTech Intelligence Reports and other in-depth content for digital marketers in conjunction with Search Engine Land and MarTech. Prior to taking on this role at TDM, she served as Content Manager, Senior Editor and Executive Features Editor. Parker is a well-respected authority on digital marketing, having reported and written on the subject since its beginning. She’s a former managing editor of ClickZ and has also worked on the business side helping independent publishers monetize their sites at Federated Media Publishing. Parker earned a master’s degree in journalism from Columbia University.



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Excellent Tips To Optimize Your Sales Funnel With The Help Of Heatmap Tools

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Excellent Tips To Optimize Your Sales Funnel With The Help Of Heatmap Tools

The lives of enterprises are growing increasingly tough as people’s lifestyles change. People are increasingly turning to internet retailers to meet their needs, resulting in increased market rivalry.

Continuous conversion funnel and conversion rate optimization have become critical for the successful functioning of online enterprises, which is no longer as simple as it may appear.

Don’t worry, you can learn how to perform this optimization procedure quickly and easily with the help of heatmap tools in the sections below.

A few words about the conversion funnel

The conversion funnel depicts the journey from a casual visitor to a paying customer. Consider it a funnel or filter through which all of your visitors pass, with just the consumers emerging at the other end.

It’s vital to remember that just 4-9% of your visitors will make it to the end of the funnel on average, so don’t be alarmed if your measures reveal that you have considerably fewer customers than visitors. This is very normal.

There are three parts of the conversion funnel:

However, various tactics must be used in each part. It makes no difference whether you use a top-down or bottom-up marketing strategy or analytic procedure.

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If you don’t take these factors into consideration, you’ve already committed the most basic mistake in the optimization process.

You can find a different segment in each stage.

Simple visitors are found in the top funnel. They may have arrived with the goal of making a purchase, but they could also want to read your blog post. Of course, even if they didn’t mean to, you want them to purchase from you.

Because this stage comprises a huge number of people, you must pay special care to pique their interest and establish confidence. You risk failing at the first hurdle if you don’t examine these variables.

People that are interested in your goods and are familiar with you and your purpose are generally present in the middle part. This is one of the most difficult assignments since it has the highest chance of failure.

Information retrieval is frequently the most important aspect of this stage of the conversion funnel. Your prospective clients will compare you to your competition and seek reviews and information.

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People that wish to buy your goods are in the bottom funnel. They have already made a choice, nevertheless, a terrible action might cause them to reconsider.

Here, strive for genuineness. You must structure everything so that potential purchasers are not put off from making a purchase.

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But how you can optimize these stages? What analytics tool do you have to use and how?

Let’s see the answer.

Heatmap tools in the optimization process

Let’s take a look at how it works in practice now that we’ve gone over the basic components and functionalities.

Continuous measuring is a necessary aspect of the procedure. Unfortunately, the procedure cannot be carried out successfully without it.

When you think about analytics, you probably think of a big chart or a lot of statistics, but you’ll need a far more creative and efficient approach here. Heatmaps are a good way to do this.

Heatmap analysis is a method for determining how effective a website is. You may use heatmaps to see how your visitors interact with your website, which subpages they visit, and which buttons they click.

Warm colors indicate high-performing areas of your website, whereas cold colors indicate low-performing elements. If you want to optimize your conversion funnel, you’ll need this information.

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But, because you’re probably curious about how heatmap tools may be used in the optimization process, let’s get right in.

Upper funnel part

You must reach three elements at the top of the funnel:

  • A structure that is visible
  • Content of high quality
  • Personal information

Let’s get this party started. You must offer your website a clear structure in order for your visitors to spend more time on it and not depart after a few seconds.

We suggest that you examine the most popular portions of your website with heatmaps and then put each of the key subpages accordingly. This is significant because you may post them in a location where your visitors will be likely to locate them.

Also, keep in mind that these visitors will most likely arrive at your landing page first. You must only list subpages that are relevant to the upper funnel group.

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Using heatmaps to discover these might also be a useful approach to do so since the analysis will reveal which pages you visit frequently. You can rely on this information.

You should disclose as much information about yourself as possible at this point of the conversion funnel. You should be able to tell who you are, what your aim is, and what you’re dealing with right away on the landing page.

By doing so, you establish trust and assist your visitors in becoming prospective clients from the start. But where should you store this data?

Don’t worry, a heatmap will tell you all you need to know.

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When it comes to optimizing your upper funnel, one last thing to think about is displaying high-quality content. Based on the facts you provide, visitors may figure out what you’re doing and how you evaluate your items. But how can they be sure it’s true?

Share some blog post data about you and your items on your landing page to give your visitors the impression that you’re speaking the truth.

If you don’t want this to happen, create a subpage on your blog where your readers may find these articles.

Feel free to utilize a heatmap to assist you to put this as well, since this will allow you to place your blog’s subpage in the best possible location.

As you can see, improving the top of your conversion funnel is a quite involved procedure. However, don’t panic you’ve already completed the most difficult of the three sections.

Middle funnel part

The deeper down the conversion funnel you go, the more specialized work you’ll have to undertake. This implies that while the number of jobs you have will reduce, you will have to cope with an increasing number of them.

Visitors have already turned into prospective consumers by the time they reach the middle stage. In this step, the most crucial thing is to persuade them to buy your goods.

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In this instance, there are two little things you should keep in mind:

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  • Your products’ location
  • Building a foundation of trust

Use heatmap tools to make some basic analysis before you cut into it.

Determine which of your items is the most popular. Put these items or services near the top of your subpage so that potential purchasers don’t have to scroll too far to locate them.

We have the items and have been provided everything we need to purchase them. What may the issue be?

The danger. When making purchases, keep in mind that this influence is constantly there.

Make a scroll heatmap analysis of your website and put customer reviews depending on the measurement to remove this.

The scroll heatmap displays how long customers spend scrolling across your website, allowing you to strategically post reviews. This will lower the perceived risk and make it easier for your goods to be added to the cart.

Lower funnel part

Your product is already in the cart at the bottom of the funnel. The only thing that separates a potential buyer from being a buyer is this one stage. What kind of issue might arise?

If a potential buyer refuses to buy or cannot pay, the response is straightforward.

In the study of the cart, the use of heatmap tools is quite important. Examine how your customers utilize your cart, where they frequently click, and what they do.

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Based on this data, you can set the payment CTA in the appropriate location and provide a clear, safe structure to your cart. If you want your conversion funnel to be well-optimized, these criteria are critical.

Also, make sure to include cash-on-delivery, as some consumers are still wary of online payment methods.

Conclusion

Heatmap tools are used throughout the conversion funnel optimization process, as you can see. Do not begin the procedure in any way unless you have this tool.

Other measuring methods, such as session replays, can, of course, be used in addition to a heatmap. This can also improve process efficiency.

We hope we can help.

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