Business communication has experienced a seismic shift in recent years into a pandemic then out the other side and straight into a global economic downturn; not to mention the weather or the interest rates!
At CapametriX, our analysis of engagement channels has unveiled some compelling trends and some worrying drops that if you are unaware of could seriously damage your ROI on marketing and sales engagement. Our CEO has reviewed the information we gathered in July and has started to delve deeper into how Account Based Selling (ABS) could be changing the game.
Account Based Selling brings a laser-focused approach to B2B engagement. Unlike generic outreach methods, ABS centres on creating tailored experiences for individual companies. But what really makes it stand out? The truth in the data speaks volumes.
Data-Driven Insights: A Closer Look
Direct Engagement Reigns Supreme:
Combining the figures from direct communication such as Enterprise Sales calling contacts, 1-2-1 Email from Sales, and Call out Days/Blitz shows a huge 62% of the total engagement.
In contrast, broader channels like Email Marketing and Social Media hover around 5% of the total. The trend is clear: personal, direct outreach has a much greater impact and, in many instances, a much more cost-effective model.
The Trust Factor:
With ABS’s emphasis on tailored experiences, the Trusted Advisor role becomes critical. Personalised channels, where trust plays a significant role, such as Direct Mail (16%) and Shows/Conferences (19%), where you are able to build relationships face to face via interaction and introductions see higher engagement rates compared to impersonal mass marketing techniques like Newsletters (0%).
Content Matters, But So Does Delivery:
Content marketing – an essential tool in the modern marketer’s arsenal, accounts for just 4% of engagements. But within this, Videos (2%) lead the pack, double the rate of Whitepapers and E-books (both at 1%). This suggests that while content is key, the medium can significantly influence reach and impact. It is also at a different stage of the engagement cycle, if we consider a scale of 1-10 with 1 being cold and unengaged contacts and 10 relating to existing accounts with relationships developed – the 0 -1 section is often the hardest part of the cycle. The first few steps in beginning a conversation or building a relationship is often the hardest part in gaining that all important momentum.
It is crucial to recognise that the digital landscape is fluid. Today’s underperformers might be tomorrow’s champions. However, the overarching theme remains the same – personal, trust-based engagements are currently the most effective and cost-effective method to engage with prospects and customers.
In a digital world teeming with communication channels, CapametriX insights underline the irreplaceable value of genuine, one-on-one engagements. As the business world continues to evolve, it’s these deep, trust-based connections, as epitomised by ABS, that are likely to stand the test of time. For businesses looking to make a lasting impact, the message is clear: personalised, direct communication is not just the present – it’s the future.