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Understand Your Target’s Business Overview

You need to have a clear overview of your target account, its business solutions and hence develop a value-based action plan. This would give you opportunities to enhance your relationship with the respective customer and boost the conversion rate. Things that you should consider at this juncture - your target’s vision, industry, solutions, key employees and their roles, challenges, short/long term priorities, and their products, services and projects.

Get the Correct Organization Chart of Your Prospect

Having a clear view of your target’s organizational hierarchy would always make your account maps more effective. So, plotting before mapping should be the way. You might be of the view that org charts are a tedious task where data inputs need to be manually conducted from the CRM. Thankfully, there are intelligent tools which can help you with most operative and diagrammatic org charts, ensuring you the right relationship mapping while covering all the tricky researches required.

Strategize the Right Sales Path & Mark Key Contacts

After having the hierarchy presentation of your prospect company, you’ll have to determine the right sales and decision making path. The focus would always be to hit the right stakeholder and create a consensus so that you can smoothly erase your deterrent factors. Eventually, the path would take you through the most relevant contact who might be playing a crucial role in concluding the deal for you.

Plan With Alternate Sales Paths

Many a times you might get stuck following a particular sales path. Your connection might have left or the decision making person is not responding via one path. You don’t want to let go of the opportunity. You should try alternate sales paths to reach the decision maker. This is where the mapping of an account, with alternate sales paths, makes it more effective and actionable.

It is rightly said, “Personalization is not a trend, it is a marketing tsunami.”

How to Define Qualified and Personalised Campaigns?

It is always a lot more than utilizing your target's first name. It’s a strategic act where you need to craft a unique marketing experience for your target profiles by utilizing the most relevant data in respect of their business requirements, challenges, budgetary parameters, and more. For that, it is essential to leverage data and insights with the help of actionable sales intelligence experts. Qualified and personalized campaigns are actually a proven way to boost up open and click-through rates and bring in a visible impact on ROI.

How to Conduct Qualified and Personalised Campaigns?

Businesses are vehemently evaluating iterative theme-based email campaigns that are supported by actionable account maps and designed by sales intelligence experts. But prior to that, it is highly essential to understand and configure the target company’s business ecosystem, understand the solutions. In light of that, analyze how relevant the offerings are going to be. This is helpful to attain potential themes for running the campaign by finalizing the ideal customer profile (ICP) with context to Geography, Industry, Business Solution, Size, Title, etc. Things that need to be majorly considered at this juncture are:

Creating hyper-personalized messaging templates

Setting up a follow-up frequency and scheduling the whole campaign

Utilizing the analytics module for analyzing data as well as responses.

Refining the target profile and message in the next iteration.

As a B2B marketer, you may already know that actionable org charts of target companies are a simple yet high-powered tool. It gives you a line of sight into the prospect accounts, enabling you to discover minor details about them and strike the deal faster. That's why it can be rightly said that it is your new superpower to identify and target prospective accounts effectively and successfully.

However, to elaborate, an actionable org chart of prospect accounts provides a graphical depiction of the company’s structure including the divisions, departments, processes, etc. It helps to target prospects successfully by providing details like who reports to whom, their decision-making process, multiple sales channels, etc. Thus, from approaching prospects to converting them into loyal clients, an actionable org chart can benefit you in various ways.

But wondering how exactly an actionable org chart can be your go-to tool while prospecting and make it successful?

Let's Check Out 4 Compelling Benefits of Utilizing Actionable Org Charts While Targeting-

Increased Click-Through Rates: The hierarchical order or a chain of command in the actionable org chart shows "who the prospects are". It shows you different levels within the company, key individuals, their job roles & responsibilities, their different groups, etc. Ultimately, it helps you to approach prospects with the best-suited offerings, resulting in enhanced click-through rates.

Gets Hold of Decision-Makers Directly: The customized and actionable insights of org charts bring order to data chaos. It organizes the key individuals' and employees' data of the prospect accounts in its original form, allowing you to connect directly to the decision-makers & close the deal faster. There is no way you can figure out a company’s structure & key individuals without actionable org charts.

Enhanced Conversion Rates: Since the data provided by actionable org charts are developed by sales intelligence experts, it transforms unreliable data into trustworthy ones. It provides updated, verified, and customized information about the target account, helping you to approach them effectively & successfully. Therefore, it results in boosted conversion rates and ROI of the organization.

Builds Lasting Relationship: The actionable org chart helps you to understand the needs & requirements, and ultimately, the buying behavior of the prospects. As a result, it allows you to offer them tailored & best-suited products & services. Besides faster deal closure, it also enables you to maintain a lasting relationship with your prospective accounts.

Actionable Org Charts, when combined with sales intelligence, enable you to spot patterns of the prospect accounts you would not otherwise see. Its customized and updated insights help you not only identify the relevant prospects but also approach them successfully. No wonder, actionable org charts hold a kind of secret power that proves to be immensely beneficial while targeting prospective accounts.

Demand generation and Lead generation are the two most important strategies that make up a large part of sales and marketing. The main difference between the two is that demand gen aims at increasing your brand awareness while lead gen focuses on transforming brand-aware prospects into loyal clients.

While you may be asking which strategy is best for helping your startup to meet business goals, the two should be used together for maximum effect. As you cannot approach relevant leads and convert them into loyal clients without first attracting them to your startup. That's why it is said that demand generation directly helps with lead generation.

What is Demand-Gen vs Lead-Gen?

Demand generation creates awareness of a company’s products and services. Besides, its techniques can also be used to penetrate new audiences. On the other hand, lead generation is when you increase audience interest in your business offerings through nurturing.

It's really simple - If the audience doesn't know about your startup and what problems your products & services can solve, it is difficult to transform prospects into key clients.

As a result, demand generation helps you grow while lead generation helps you convert.

Let’s look at the key differences between demand generation and lead generation:Demand GenerationLead GenerationMake prospects aware of the problemOffers to solve the problemUse free & available resourcesUse gated resourcesIncreases your brand authorityPresent benefits of your solutionEngage wide audience at a timeFocus on capturing quality leads

The Role of Actionable Org Charts in Demand-Gen & Lead-Gen:

Regardless of which strategy you choose for your startup or even if you choose both of them, you would require specific data about the prospects' accounts. The data includes detailed information about prospect’s business, buying behavior, their needs & requirements, and much more. And to access these minute details, nothing can be more appropriate than leveraging a customized and actionable org chart of the target account. It would uncover details about the prospects including:

Organizational structure & business solutions

Key stakeholders, decision-makers, & influencers

Marketing strategies & buying behavior

Needs & requirements, and touchpoints

Multiple entry points within the organization

Hierarchical and authoritative order, and so on

Whether you want to attract prospects with your products & services or want to convert them into loyal clients, actionable org charts can be helpful at every stage. Without high-demand generation, lead generation is cost-inefficient. And, without valuable insights into org charts, both strategies are ineffective. Thus, leveraging actionable org charts for both strategies ensures the ultimate growth of your business while boosting the ROI of the organization.

Personalized Marketing is when a B2B marketer tailors the marketing message according to the target account. It is unlike traditional marketing which targets a wide range of clients with a broad messaging strategy. Moreover, the goal of personalized marketing is to make prospects feel as though the marketers are speaking directly to them. Besides that, it gives your prospects a transparent and detailed view of the benefits of collaborating with your business. Thus, making it important to understand your target account concerning their:

Strengths, weaknesses, interests, opportunities, and challenges.

Business prerequisites and chain of command.

Market dynamics and budgetary matters.

Existing connections and competitors presence.

Preferences and tactics of key stakeholders and decision makers.

Let’s explore the power of actionable org charts in email personalization:

Deliver a more individualized approach to the prospect’s business prerequisites, key stakeholders, decision makers, and more.

Adhere to the Ideal Customer Profile (ICP) for best response rates.

Convey messages through the relevant demo, case studies, and proven capabilities.

Enhance the overall experience of client’s requirements and relevant touch points by ensuring a deeper understanding.

Maximize revenue through detailed product targeting.

Personalized Messaging with context to the target’s business prerequisites, budgetary parameters, and more is driving a visible impact in the higher retention rates and ongoing ROI. To team it up, actionable org charts by sales intelligence experts have become the pillar to B2B marketers while evaluating iterative theme-based personalized email campaigns. Unsurprisingly, it prevents businesses from getting spammed and reaching out to the target profiles.