B2B Marketing Account-based Marketing Solution
Automatically segment accounts and contacts, accurately score leads, and execute hyper-personalized campaigns.
Benefits
Automated and intelligent account-based marketing solution delivers hyper-personalization
Hyper-personalization - create truly personalized content and tactics, not just account-based derivatives of generic tactics.
Optimize marketing spend - identify and communicate with key influencers and companies with a high propensity to buy.
Continuous measurement & improvement - continuous learning automates ABM for more accounts so hyper-personalized account-based marketing becomes widespread
Account-based Marketing Solution.
Our B2B Account-based Marketing Solution is based on our micro data-insight-action pipelines approach. We have pre-built a pipeline that ingests and manages all data required for account analysis, analyzes accounts and contacts and previous tactics, and calculates lead scores, propensity to buy, and optimal journey paths.
Take the Unified Marketing Analytics Maturity Self-Assessment
Everyone says being data-driven is a journey. But how can you plan that journey if you don’t know where you are starting from? Based on our experience in delivering unified marketing analytics for other organizations, we’ve put together a Unified Marketing Analytics self-assessment.
Take 2 minutes, fill out 10 questions, and get an understanding for just how unified your marketing analytics is.
Other B2B Unified Marketing Analytics Solutions
Budget Optimization
Budget is precious. In B2B, there are so many options for how to spend marketing dollars. But it never seems like there is enough data to determine what will work best. Automation for gathering the right data is the foundation.
Q Spark Group’s Budget Optimization solution delivers a Data-Insight-Action pipeline that gathers attribution and spend mix data, optimizes marketing mix based on your goals, provides user-friendly scenario planning for marketers, and observes marketing performance in real-time to create a continuous learning feedback loop.
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Forecasting and Planning
Forecasting in B2B is part art and part science. But does it seem to be too much art and not enough science? It is possible to forecast multiple quarters accurately, monitor forecast health, and take corrective marketing actions in time to improve the pipeline. It’s all based on data.
Q Spark Group’s Forecast and Planning solution delivers a Data-Insight-Action pipeline to automate data acquisition and preparation of forecast data, historical data, and current factors (marketing mix tactics and predicted outcomes, and sales force productivity and tactics), analyze and predict outcomes and confidence intervals for those outcomes, and determine dates by which corrective actions must be taken.
Journey Analytics
B2B journeys are complex. Interwoven micro-journeys by multiple decision makers and influencers must be understood. What constitutes a good journey? Using data, you can determine optimal journey paths for individuals involved in a purchase decision, and how and when those journeys should interact.
Q Spark Group’s Journey Analytics Solution analyzes existing marketing channel and sales force automation data to determine real journey paths by buying personna. Macro and micro journeys are analyzed and compared to optimal journey paths. Suggested actions are taken to automate nurturing and sales actions to ensure each persona is on the right path.
Multi-touch Attribution
Attributing leads to tactics and channels is essential for optimizing marketing mix and sales tactics. In B2B, it’s complicated. How automated can MTA be when every account becomes an existential discussion of “what came first …”? The key to automated MTA lies in data. Automated acquisition of tactic and channel data, combined with sales force data, determine true attribution. From that foundation, insights about attribution for accounts and contacts can be automated, and account-based path insights and optimizations can be acted upon.
Q Spark Group’s Multi-touch Attribution solution automates data transformation and preparation for MTA, and combines known and anonymous user data to model touch attribution. Analysis of touch attribution helps identify tactics that work vs. ones that don’t, and optimize journey paths.
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Experience and Product Usage Management
A deep understanding of your customers’ experience and usage of your product is essential to guide those experiences and drive ongoing consumption/repurchases. Increasing digitization of all products is delivering what is needed to make that a reality – Data. Automating data collection from your products as your customer use them provides a wealth of raw information that can be analyzed, and specific actions suggested.
Q Spark Group’s Experience and Product Usage Management solution automates the collection and combination of product usage data. Analysis of usage patterns determines usage journeys and actions needed to promote optimal journeys. Insights on personalized product usage recommendations, in-context walk-throughs and case studies to provide customers help when needed, and timely campaigns to market customers to use, consume, and repurchase your products.
Pipeline Analytics
The marketing & sales pipeline is the lifeblood of B2B companies. Yet many of those companies don’t know if their pipeline is healthy because it is hard to analyze automatically. Unified data, insights and actions makes it possible. Analyzing historical and current pipeline data helps predict future quarter outcomes, in enough time to take corrective actions.
Q Spark Group’s Pipeline Analytics solution delivers a Data-Insight-Action pipeline to drive leads to deals. Through analysis of lead generation, opportunity qualification, sales velocity, pipeline aging, conversion rates, and loss vs no-decisions, QSG’s solution is able to deliver actionable insights quarter by quarter, with enough lead time to ensure those actions are effective at improving quarterly performance.
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