The Definitive ABM Tool: uSonar Supports ABM Implementation with Comprehensive Master Data

Common Challenges in ABM Implementation

Account-Based Marketing (ABM) is gaining attention as a B2B marketing approach that focuses on specific companies or accounts to provide effective, customized messaging and engagement. However, there are several typical challenges to successfully implementing ABM.

Common Challenge 1: Inability to Select Effective Targets

The most critical success factor for ABM is the selection of effective target companies. To succeed, it is necessary to analyze the characteristics of existing customers in detail and identify common attributes among companies with high purchasing potential. Attribute segments are more effective when they are specific and quantitative, such as 'Manufacturing companies with 100 or more employees.' To accurately grasp these characteristics, it is essential to organize internal customer data and visualize the market universe.

Common Challenge 2: Inability to Execute Effective Approaches

Once you have selected your target accounts, it is crucial to provide customized messages to each company or account. Delivering content tailored to customer needs and taking approaches that align with their attributes significantly increases response rates.
The problem here is that information registered in internal CRM or SFA systems is often incomplete, making it difficult to accurately grasp customer needs. For example, there are diverse ways to express even basic company characteristics like industry type, and attempting to comprehensively collect this data for thousands or tens of thousands of companies requires significant effort.

Common Challenge 3: Lack of Alignment Between Sales and Marketing

Strong collaboration between sales and marketing departments is essential for ABM success. Cooperation is necessary to convey consistent messages to customers and improve the customer experience.
However, in general, sales often pursue direct revenue while marketing focuses on brand awareness or lead generation, leading to different goals. As a result, sales may complain that they 'want higher-quality leads,' while marketing may feel that 'leads are not being followed up on,' leading to mutual dissatisfaction.

While ABM offers an opportunity for both departments to share common targets and goals to achieve sales results more efficiently, there is a possibility that existing organizational structures may hinder effective collaboration.

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Why a Comprehensive Master Database Is Essential for ABM Implementation

To execute an ABM strategy, an accurate master database that integrates internal data and a comprehensive market database are indispensable. We will explain their importance in line with the three challenges described in the previous section.

Select Targets Based on Refined Master Data

As mentioned above, the foundation of ABM is the selection of target companies. An accurate master database free of duplicates and inconsistent naming conventions enables precise current-state analysis. You can select the optimal targets based on various attribute information, such as company size, industry, location, past transaction history, and total transaction value. This makes it easier to gain understanding from management and enables the efficient utilization of resources.

Execute Optimal Approaches Using Rich Attribute Information

By leveraging the rich corporate attribute information contained in the enterprise master data, you can design the optimal approach for each target company. Not only can you provide customized messaging and content tailored to a company's needs and challenges, but you can also approach them at the appropriate time based on the latest status and contact information. This makes it easier to build relationships with target companies and maximize results.

Promote Collaboration by Sharing Common Data Across Departments

Enterprise master data helps promote data sharing and collaboration between departments. By using common data across different divisions such as sales, marketing, and customer support, you can provide consistent messaging. Utilizing common data also makes it easier to resolve the aforementioned goal misalignment and allows for comprehensive analysis of results for each initiative.

In the next section, we will explain uSonar, which supports ABM implementation by utilizing a comprehensive master database.

uSonar: An ABM Tool Equipped with One of Japan's Largest Corporate Databases

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uSonar is equipped with LBC, one of Japan's largest independently constructed corporate databases, and provides the functions necessary to execute ABM strategies.

Creation of New Approach Lists

uSonar allows you to create target lists that lead to orders based on LBC, a corporate database of 12.5 million entities.
The corporate database covers domestic locations. Since you can also grasp capital affiliations and headquarters-branch relationships, group-wide penetration is possible. Additionally, you can extract lists while considering news, introduced services, website visit status, and transaction safety.

Automated Registration and Maintenance

We realize high-precision cleansing and matching at the business-site level using LBC as the master data.
Using LBC as a dictionary, we perform high-precision cleansing and matching of customer and lead data scattered across departments and business sites. Furthermore, you can supplement items you do not possess from LBC.
By assigning a unique code to each business site, we support the construction of an integrated master database.

Grasping the Market (Whitelist)

We integrate lead and client data with LBC to visualize priority approach targets.
By centralizing data with customer information, we visualize "white spaces." This enables the identification of and approach to high-potential companies with which you have not yet made contact, which is a common challenge in ABM.

uSonar Is Adopted by Many Companies, Primarily Industry Leaders!

uSonar is adopted by many customers, primarily industry leaders, due to the comprehensiveness and accuracy of its database and its seamless integration with internal systems such as SFA and CRM.

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>> Click Here for Details on uSonar Case Studies

Awarded Leader in the ITreview ABM Category for 16 Consecutive Periods

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• View Details of uSonar

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Why SFA and CRM Are Insufficient for ABM Implementation

SFA and CRM are frequently used as sales support tools. However, from the perspective of ABM implementation, SFA and CRM are insufficient.

Inability to Grasp the Market

SFA and CRM are suited for recording interactions with companies you have already contacted and for managing pipelines. On the other hand, it is difficult to visualize the entire market, and information is lacking for conducting effective new business development.

Susceptibility to Data Defects Such as Duplicates and Inconsistent Naming

Sales data is entered into SFA and CRM by individual sales representatives. Because data entry is somewhat removed from the goal of increasing sales, it tends to be neglected. Furthermore, corporate data inherently tends to suffer from input errors such as abbreviations, company name changes, and inconsistent naming. For example, the official name of "Kewpie Corporation" is "Kewpie Corporation" (using the large 'yu' character as the official name).

uSonar, a customer data integration solution, solves these problems by linking with SFA and CRM. uSonar supports SFA and CRM from a data perspective and strengthens their functions.
Our integration track record is highly regarded, including winning the "Salesforce Japan Partner Award 2023." We also have a proven track record of integration with many SFA/CRM systems other than Salesforce.

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>> uSonar Wins Salesforce Japan Partner Award 2023
>> uSonar Selected for High-Rated Customer Review Feature on Salesforce AppExchange

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Summary

Account-Based Marketing (ABM) strategy is a marketing approach focused on specific companies or accounts, and its success requires accurate data, target selection, personalized communication, and collaboration. Furthermore, a comprehensive corporate database (master) is essential for the success of the strategy, and ABM tools are indispensable for effective execution. ABM tools like uSonar support data integration, real-time personalization, analysis, and collaboration, serving as the key to success. Effective ABM implementation emphasizes long-term relationship building and a customer-centric approach, making it a vital strategy for the future of B2B marketing.

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