Account-Based Marketing

6Boosting Engagement:

Practical Steps You Can Take to Keep Accounts on Your Website

It’s certainly critical to identify your target accounts and then attract them. Equally critical is engagement, because attraction only serves to open the conversation. Engagement is the engine that moves people through the buyer’s journey until they eventually, we hope, buy. Central to the discussion of engagement is segmentation and campaign integration: instead of delivering a one-size-fits-all message, you want to make sure that whatever channel prospects use to engage with you, they will receive a consistent message that’s relevant to them.

We all have seen the statistics that tell us how many thousands of advertising messages we’re exposed to every day. Though the numbers are going to vary greatly, we can agree that it’s a lot. And that’s just advertising, never mind news, blogs, and so on.

As a result of this Niagara Falls of information that we’re exposed to every day, we use an unconscious process literally within a handful of seconds after arriving on a website. Researchers crunched more than two billion data points and concluded that you get the thumbs up or thumbs down within about 10 seconds.¹ Of course, a website is only one of many engagement tools at your disposal. But because it’s the one that every decision maker will interact with, it is worth your while to make it as persuasive as possible.

Let’s say we’re searching for a new hosting provider for our company. When we type ...