Account-Based Marketing by Chris Golec & Peter Isaacson & Jessica Fewless

Author:Chris Golec & Peter Isaacson & Jessica Fewless
Language: eng
Format: epub
ISBN: 9781119572022
Publisher: Wiley
Published: 2019-02-06T11:30:00+00:00

6

Boosting Engagement:

Practical Steps You Can Take to Keep Accounts on Your Website

It’s certainly critical to identify your target accounts and then attract them. Equally critical is engagement, because attraction only serves to open the conversation. Engagement is the engine that moves people through the buyer’s journey until they eventually, we hope, buy. Central to the discussion of engagement is segmentation and campaign integration: instead of delivering a one-size-fits-all message, you want to make sure that whatever channel prospects use to engage with you, they will receive a consistent message that’s relevant to them.

We all have seen the statistics that tell us how many thousands of advertising messages we’re exposed to every day. Though the numbers are going to vary greatly, we can agree that it’s a lot. And that’s just advertising, never mind news, blogs, and so on.

As a result of this Niagara Falls of information that we’re exposed to every day, we use an unconscious process literally within a handful of seconds after arriving on a website. Researchers crunched more than two billion data points and concluded that you get the thumbs up or thumbs down within about 10 seconds.1 Of course, a website is only one of many engagement tools at your disposal. But because it’s the one that every decision maker will interact with, it is worth your while to make it as persuasive as possible.

Let’s say we’re searching for a new hosting provider for our company. When we type in “hosting” and land on a page, the clock is running as we instantaneously do a form of pattern recognition: “Is this what I expected?”

To put it another way, your first sale is 10 seconds long, and it needs to show different segments of your audience that you have what they need. To be clear, you’re not closing them on your product; you are instead closing them on the relevance of your site to what they’re searching for. One study found that 60 percent of B2B website visitors left after looking at only one page.2

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