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Research Shows ABM, AI, Analytics Drive B2B Marketing Success

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A new report based on business-to-business marketing data from Salesforce Research, Forrester Research and the Information Technology Services Marketing Association shows how technically sophisticated top-performing B2B marketers have become in order to woo today’s demanding clients. “B2B marketers are increasingly using a mix of account-based marketing (ABM), artificial intelligence (AI), and analytics to connect the right customers with the right content at the right moments,” concludes B2B Marketing Trends: Insights From the Frontline released in June. To enlighten our B2B clients, AccuList can pass along a few key findings.

Unified Data Vital to Personalization Demand

Today’s business buyers demand personalization: 69% of business buyers expect companies to anticipate their needs, and 60% of business buyers are comfortable with companies applying relevant personal information in exchange for personalized engagement. B2B marketers are not quite up to speed yet, however, with only 46% of B2B marketers reporting a completely unified view from customer data sources. This is true even though most marketers agree that personalization improves brand building (92%) and customer advocacy (80%). The high-performing marketers have invested in customer data and are reaping the rewards, with 66% of high-performing teams saying they are satisfied with their ability to use data to create relevant, personalized experiences. In contrast, the under-performers are way behind, with only 7% satisfied with their use of data.

High-Performing Marketing Teams Use ABM

Account-based marketing (ABM) programs are collaborative efforts between marketing and sales teams, designed to focus attention on high-value customer accounts. High-performing B2B marketing teams are much more likely to collaborate effectively with sales teams on ABM programs (54%) compared with under-performing marketing teams (34%), according to the report. Because of the value of ABM programs, one-third of B2B marketers are currently planning to build them into their existing marketing automation platforms. Among B2B marketers using ABM, the ABM programs now account for more than a quarter of their total marketing budgets. Why? Nearly half of ABM users say the programs deliver higher ROI than comparable marketing methods: 77% of ABM users are achieving 10% or greater ROI, and 45% of ABM users are seeing at least double ROI compared to other marketing methods. ABM ROI is not a slam-dunk however; the top four challenges reported include getting data and reports to track results, personalizing marketing to key account contacts, getting adequate budget to support programs and resources, and developing customizable, scalable campaign assets. To further leverage ABM, many marketers have added, or plan to add, technology platforms such as website personalization to serve relevant content, predictive analytics to select accounts, and business intelligence or ABM data aggregators to measure results by account, etc. Also gaining in popularity is use of chatbots or conversational interfaces, while traditional efforts such as personalized, dimensional direct mail integrated into digital marketing continues to bolster ABM, too.

Growing Use of AI by B2B Marketers

Some 69% of business buyers expect personalized “Amazon-like” customer experiences today, per the recent B2B report. As a result, AI usage among B2B marketers grew 23% in 2018, with the majority of these marketers using AI within marketing platforms to optimize mid-cycle engagement. B2B marketers are using AI to facilitate online experiences with offline customer data, to drive next best offers in real time, to improve customer segmentation, to create dynamic websites and landing pages, and to personalize overall customer journeys, as well as a number of other goals. B2B marketers are also beginning to use AI technology beyond their marketing automation platforms; for example, almost half of B2B marketers use connected devices, and one-third added voice-activated personal assistants (such as Apple’s Siri and Amazon’s Alexa) in 2018. Register to download the free “B2B Marketing Trends: Insights From the Frontline” for more data on other B2B marketing trends.

Facebook Both Boosts and Challenges Fundraising Efforts

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AccuList helps its nonprofit clients with fundraising via direct mail and events as well as digital channels, and online giving certainly has seen tremendous growth in recent years. But the latest M+R Benchmarks report shows a distinct slowdown in nonprofit online revenue. After years of steady growth (a 23% increase in 2017), online fundraisers reported just 1% growth in 2018. Exploring the why behind that drop yields some important lessons for fundraisers moving forward, especially when it comes to Facebook campaigns.

Facebook Changes the Game, But Are Nonprofits Ready?

M+R cites multiple trends underlying lower online revenue growth—from declining e-mail response, to more low-dollar mobile traffic, to falling online donor retention. But the report starts by noting how rising Facebook usage has both undercut revenue measures and signaled potential for future growth. Yes, changes to the Facebook algorithm resulted in, on average, only 7% of followers seeing any given post, but use of Facebook Fundraisers’ peer-to-peer giving really took hold for the first time in 2018. However, because of the way the donations are processed, the Facebook Fundraiser dollars were not included in M+R online revenue calculations. It’s an important missing piece for revenue growth: The Facebook Fundraiser tool for hosted fundraising now accounts for about 99% of all nonprofit revenue processed on Facebook, with nonprofits raising $1.77 through Facebook for every $100 raised through other online channels, per M+R. The impact is big for some sectors. For example, health nonprofits received $29.88 from Facebook for every $100 in direct online revenue in 2018, accounting for about 30% as much revenue as every other source of online revenue, including e-mail, web giving, monthly donors, digital ads, and search. To turn the new Facebook Fundraiser use into a bigger revenue boon, notes the M+R report, nonprofits would need to make an effort to get more individuals (the average now is 56) involved in hosting fundraisers and in attracting both more donors and higher-dollar donors (now the average per hosted fundraiser is seven donors and a modest $31 gift per donor).

Ignorance of ROI Is Far From Bliss

Another recent study pointed to a deeper issue with nonprofit Facebook efforts. The 2019 Digital Outlook Report—from care2, hjc and nten—found that nonprofits surveyed reported spending anywhere from $0 to $100,000 on Facebook and Instagram campaigns. But the majority (over 75%) answered “don’t know” when asked about any resulting revenue! Clearly, the report urges, staff need training in analytics, whether using Google or another tool, as well as calculating not only resulting donations but the value of lead generation, e-mail signups, event attendance, etc. If there is any good news from this kind of ROI blindness, it is that Facebook probably has untapped potential.

Tips for Optimizing Facebook Fundraising

CauseMic recently offered some helpful tips for fundraising with Facebook. In using Facebook Fundraiser, in order to benefit from site traffic and donor information as well as dollars, start by disabling the “donate” button and direct supporters to donate on your website rather than through Facebook. Donors will learn more about the mission and fundraisers can stay connected with them for better retention. Second, nonprofits shouldn’t focus only on the Facebook tool hosting fundraisers; they can use promoted posts and ads to grow the support base, interact with supporters, promote events, etc. When a breaking news story or emergency occurs that impacts giving, it can be incorporated into social media outreach to spread the word and raise money more quickly. Just make sure to use tracking analytics and calculate result values to avoid the ROI ignorance identified in the Digital Outlook Report noted above! Plus, make sure that Facebook is a consistent piece of a multi-channel strategy, and remember that it offers a proven response driver to multi-channel campaigns: video. Use the platform to post videos about donation impact, to host live videos, to publicize upcoming events, and to tell the organization’s story with visual/emotional resonance. Finally, pay attention to timing in planned Facebook campaigns; M+R found that nearly a quarter of all Facebook revenue is raised in the month of November.

For more on general trends in online fundraising, see the latest M+R Benchmarks.