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Well, not the spray-and-pray, hit-and-hope variety. Even the recently fashionable programmatic marketing is leaving marketers disillusioned. For while these methods may be reaching large audiences, in many cases, those audiences aren’t relevant, aren’t interested, and certainly aren’t showing any intent to buy. In fact, at any given time, only 2-5% of any given audience is actively seeking to make a purchase.
New buying behaviours, technologies, customer choices, competitors and new and ever-tightening regulations mean that marketers in 2019 are facing a collective challenge like never before, seeing fewer and fewer returns from their volume-based, mass-marketing, despite more and more effort and spend. Mass-marketing is speculative, inefficient and indiscriminate.
Now is the time to stop relying on hope and move to the tightly targeted, behaviour-driven, qualitative approach of Behaviour Based Marketing, or BBM.
Behaviour Based Marketing is about Right People, Right Time, Right Message. It provides the insights that highlight active, intent-to-buy signals with pinpoint accuracy, and in real time, meaning you can find those precise prospects who are looking to buy the products or services you offer. Right here, right now. BBM finds the needle in the haystack.
According to a recent B2B Marketing survey, over three quarters (76%) of marketers rate the ability to personalise marketing messages is ‘important’ or ‘very important’, and today you can go far beyond simply using names, job titles and companies in your creative and copy. With BBM technology you can personalise right down to what each prospect is interested in, who they are talking to about it and why. In real time. Right here and now. So why wouldn’t you?
To summarise, effective BBM uses predictive analytics, Artificial Intelligence and machine learning to make sense of all of the available data; filter out noise; identify – in real time – the prospects with intent to buy; target them with precisely; determine the messaging that will engage and convert them, and nurture and track every stage of the journey. And proven results show this isn’t just theory.
Contact us to setup a call with one of our team so we can discuss how BBM can help you drastically increase you B2B marketing conversion rates.