Lengthy sales cycle, deciding on the most appropriate marketing approach, lack of sales, management and marketing team’s bandwidth and what not! There are countless reasons for which B2B marketers struggle to prospect with Fortune 500 companies. Even if one addresses the above reasons, marketers often get stuck with ‘multiple layers of approvals.’ After all, in such big enterprises, for every single purchase, ‘perspectives like Data, Security, Legal, IT, Finance, HR, Management, Business Units, and Procurement all are equal stakeholders in any important decision making.’ Despite such complex factors, B2B marketing teams are getting enabled to embrace several connect points while ensuring faster deal closures, increased conversions and more. Here is how-
B2B marketers are collaborating with sales intelligence experts to harness the power of Fortune 500 companies’ actionable organization charts. No matter if the marketer is targeting domains like Healthcare, IT, Automobile, Manufacturing, eCommerce, Telecom, Finance, etc. These org charts are enabling them with a personalized, account-centric marketing approach by providing an accurate ‘virtual overview of the target company’s relationship dynamics.’ They are further empowered to establish the relevancy of respective offerings with context to a prospect’s immediate requirements, challenges, budgetary factors and more. As a result, marketers are getting accompanied with quality leads, higher conversion ratio, reduced sales cycle, cross-selling & upselling, etc.
Moreover, it is a known fact that any stakeholders at big-size enterprises would be swamped with options to address their immediate business requirements. In such a scenario, “it becomes highly essential for a B2B marketer to count on crucial data points before deciding the time to connect with them and pitching the right message for staying at a competitive edge.” Thus, making it even more evident that strategic navigation across these accounts is not the only thing! Marketers should also understand and analyze every stakeholder and connection involved in such a decision-making tree. All of these can only be achieved when one gets to take full benefits of the actionable organization charts mentioned above and are embedded with accurate, updated, and authentic insights.
In addition, these org charts also open up ‘multiple entry points,’ for B2B marketers, ensuring that they never get blocked if any of the ‘connection leaves or are not showing interest.’ As these org charts are interactive and happen to be an effective tool for tracking the ‘movement within the account’ marketers can smoothly connect with respective target profiles, push them into the warm stage and follow an iterative approach till sales closure. This can be moved ‘even beyond that for account mining.’
More particularly – “Just like the way Google Map helps one to navigate and reach faster to destination, org charts of Fortune 500 companies help a marketer to navigate in their target company on the fastest sales track along the decision-making tree.”
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