Embrace the Golden Rule - Timing is Everything

6sense

Your team has worked hard on creating the PERFECT message to market to potential customers - it’s informative, unique, and even a little fun. But you aren’t getting the clicks and leads that you expected. So now you are sitting around, scratching your head, wondering why your effort isn’t paying off. I will tell you why - it is because TIMING IS EVERYTHING! 

If you aren’t reaching your potential customers at the right time, with the right message, for the right persona then your time and energy are being wasted and you will keep spinning your wheels trying to come up with the message that is “going to work this time.” Guess what? You probably already have good content and marketing tactics to reach your target audience. So let’s look at how you can get in front of them based on timing to maximize your ROI. 

  • Once you determine the content, creative, budget and prospect experience, it’s time to figure out your ICP (ideal customer profile) and where they are in their buyer’s journey. Without this key insight, you won’t be able to personalize for timing and you will more than likely miss your mark. 
  • Engage buying teams by reaching them with the right message. The worst thing you can do is serve up the wrong content to a prospect. Don’t lose them by taking them straight to a webinar if they are new to your product or solution. So, if they are in the awareness phase, give them some high-level content to introduce you and your product. If they are in the prospecting phase, hit them with some webinars and a deeper dive into what your product can do for them. Or if they are in the buying phase, serve them with a high-touch, extremely personalized buyers experience.  
  • Finally, personalize for timing - a critical piece of ABM success. This requires real-time behavior scoring, predictive modeling, and cross-system, cross-channel orchestration.

The hard part about timing is that it is ever-changing. Persona’s shift in and out of buying stages, new prospects come to the table, old prospects and current clients come back. So how do you stay on top of it all? The answer is with a platform that orchestrates all of the insights needed to personalize for timing. 

A consolidated platform that delivers behavioral and predictive insight AND cross-channel orchestration by using AI ensures that the right message is delivered to the right person at the right time on the right channel. It even helps you set up smart plays and next best actions so while you are focusing on creating killer content, planning stellar events, and executing all your other daily tasks, it is doing the work behind the scenes and setting you and your prospects up for a truly exceptional buyer journey. 

Don’t keep swinging and missing with your content and messaging. Embrace the golden rule - timing is everything, and reap the rewards. And to learn more about how you can take your marketing strategy to the next level by successfully executing and scaling ABM, check out our FREE ebook - ABM is Just Good Marketing. 

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ABM is Just Good Marketing: Latane Conant Full Presentation @ Hypergrowth SF 2019
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