For marketers of retirement planning solutions, the days of mass marketing are waning. And thank goodness, because casting wide nets often snags more irrelevant prospects than potential clients, wasting everyone’s time.
Technology now enables marketers to:
- Build demand from the bottom up.
- Market to employees within target accounts.
- Focus on a smaller, more relevant audience: companies that have already shown a need or interest in retirement planning solutions.
- Improve outreach and win more deals.
Let’s learn more.
1: Build Demand Among Your Customers’ Employees
If you want to boost the value and duration of your contracts with customers, or to make sure you get their employees on board. Develop relevant and informative content that encourages employees to take a more active role in their retirement plans. Explain the benefits.
When targeting new accounts, don’t just aim for the C-suite and HR director. Tailor campaigns for employees to underscore the benefits they should be getting from their current providers, subtly but powerfully nudging them to reconsider their options.
2: Find In-Market Businesses
Did you know that only 10% of companies are currently in-market for your retirement solutions? Directing most of your ad budget (we recommend around 80%) to this segment of accounts maximizes opportunity potential.
With the right tools, you can uncover intent data and match signals to specific accounts. Examples of intent data include:
- Researching topics like 401(k) solutions and workplace benefits
- Visiting relevant pages on your website
- Reading online reviews of your products and services
Once you know which accounts are in-market and what they care about, you can begin influencing decisionmakers within the organization. Once you acquire contact data, use intent data and buyer persona insights to craft marketing messages.
3: Use Data for Better Alignment and Targeting
Along with these in-market signals, use firmographic and other data to narrow your prospect list into more manageable audience segments. This data can include size, growth, and other identified factors.
Marketing platforms with predictive analytics take data from different sources to inform sales and marketing about…
- What accounts are ready for engagement
- What topics are most important to those accounts, and
- Where individuals within the accounts are doing their research
…and then use AI to facilitate a more focused approach with personalized messaging and outreach.
Track performance over time to determine whether your strategy is driving in-market accounts to engage.
Conclusion
Using data to make marketing decisions enables you to identify and reach high-potential accounts. With fierce competition, the right tactics will optimize resources and have a greater impact on revenue.
