How effective were marketing efforts and lead scoring this year?
B2B marketing tactics can be extensive and time-consuming, therefore it's important that marketers are hitting their targets and making money at the end of the day. When this doesn't happen, there may be a disconnect between companies and their consumers. It's time to look to the consumers and see how to better address their needs.
The DemandBase Account-Based Marketing in 2013 study showed that named accounts, or specific customers, were very important but bad for budget allocation and weren't seen as an option for lead scoring. Other target types that didn't fare well for lead scoring qualifications were using a prospect's department and company size. In other words, targeting the aforementioned types for B2B marketing were seen as important, but marketers didn't capitalize on them.
However, a predicted trend for the upcoming year is researching individual customer prospects and looking into buyer personas, according to the study. Matt Heinz, president of Heinz Marketing, wrote for Customer Think saying that customer detail was a large part of the marketing strategy for 2012. Not only were marketers retargeting consumers through various channels, they were targeting outside of their status quo. In addition, companies are acting on what Heinz calls "the voice of the customer" to make sure campaigns have an accurate perspective on their strategies.