The Value and Impact of Tailoring Your Outreach Messaging to Different Buying Audiences

4 minutes
Jun 02, 2022
Account-Based ExperienceDigital Marketing

Your organization has just one brand. But if you’re selling a solution that serves a wide variety of customers — such as small businesses, academic institutions, nonprofits, and enterprises —...

Your organization has just one brand. But if you’re selling a solution that serves a wide variety of customers — such as small businesses, academic institutions, nonprofits, and enterprises — you already know that there’s no one perfect way to reach them all with the same messaging.

Each type of business has its own goals and challenges, and its own typical set of stakeholders to convince. That’s why your messaging must be tailor-fit to each audience.

Here’s how ABX powered by 6sense can help you generate more revenue by reaching all of your different types of customers with the right personalized messaging at the right time.

Know Who to Reach Out To

The first step in getting your message out to disparate customer bases is to know which kind of customers make up your audience. To do this, you’ll need to have a firm grasp on your IICPs, or in-market ideal customer profiles.

We go in depth about IICPs elsewhere, but the need-to-know is this: an in-market customer profile consists of a cluster of factors that are common among your current customers. Potential customers that have those things in common are most likely to:

  • Be profitable
  • Be satisfied with your solution
  • Buy your solution
  • And buy it now.

You’ll also want multiple profiles that – for instance – distinguish nonprofits and academic institutions which may have smaller revenues and employee counts from enterprises with much larger budgets.

Know What to Say and When to Say It

Firmographics will help you determine which accounts are good fits for your solution, but they won’t tell you when they’re ready to buy. For that, you need a solution like 6sense that can deanonymize account activity and gather buyer-intent data.

Intent data comes from online sources such as:

  • Visits to your website
  • Engagement with review sites
  • Non-branded and branded keywords
  • And more

These behaviors leave a kind of “digital breadcrumb trail” across the internet that indicate buyer intent. 6sense then pieces together these bits of intent data and runs them through predictive models to tell you not just which accounts are interested in your solution, but also when they’re ready to buy it.

Using AI and machine learning, 6sense then:

  • Compares current buyer behavior to patterns seen in historical data
  • Associates certain activities with specific stages of the buyers’ journey, and
  • Alerts the revenue team when signals indicate an account is ready to be influenced toward a purchase decision

Timing your messages to coincide with a prospect’s buying journey is essential — but each buyer’s journey is often quite different. For example, small businesses with fewer stakeholders might have a shorter buying cycle, whereas academic institutions often have to go through extensive bureaucracy before finalizing a buying decision.

Intent data can also inform you what kind of messaging will be most effective. Keyword searches and website activity provide useful clues into a prospect’s needs.

They might be eager to see how your solution can solve a specific problem, or help them achieve a particular goal. They may have pricing questions, or be curious to see if you have experience with customers in their industry. They may want to see how your solution stacks up to those of your competitors.

Armed with all of this data, your sales and marketing team can create content and personalize outreach and campaigns with messaging that feels like it was written to speak to each audience — because it was.

When customers know that you understand what they care about most and are proactively addressing their needs and concerns, you build trust. It also positions you as a thought leader, and helps influence potential customers to ultimately purchase your solution.

Personalization At Scale

Once you know what your audiences look like and what each one is hoping to hear, it’s time to put this knowledge into action. Ideally, you’ll want to reach your audiences with an omnichannel strategy that includes nurturing emails, digital ads, field marketing assets, sales talk tracks, and your own website.

This is another circumstance in which a revenue platform like 6sense comes in handy. Our digital marketing capabilities help organizations target specific audiences and orchestrate multi-touch engagement.

6sense helps revenue teams execute personalized campaigns across every channel, including digital advertising, websites, content hubs, chatbots, email cadences, and more, giving organizations the ability to consistently deliver the right message to the right account at exactly the right time.

Read more about how 6sense helps marketing teams with targeting, personalization, and orchestration.