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 achieving success with ABM.

Common Challenge 1: Inability to Select Effective Targets

The most critical success factor for ABM is the effective selection of target companies. To succeed, it is necessary to analyze the characteristics of existing customers in detail and identify the attributes common to 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 adopting 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, even basic corporate characteristics like industry type can be expressed in various ways, and attempting to comprehensively collect this data for thousands or tens of thousands of records requires significant effort.

Common Challenge 3: Lack of Alignment Between Sales and Marketing

The success of ABM requires strong collaboration between the sales and marketing departments. Cooperation is necessary to convey a consistent message to customers and improve the customer experience.
However, in general, sales and marketing often have different goals, with sales pursuing direct revenue and marketing focusing on brand awareness or lead generation. As a result, both sides often harbor frustrations, with sales demanding 'higher quality leads' and marketing complaining that 'leads are not being followed up on.'

While ABM offers an opportunity for both departments to share common targets and goals to achieve revenue 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

Executing an ABM strategy requires an accurate master database that integrates internal data and a database that covers the entire market. We will explain its importance in line with the three challenges described in the previous section.

Ability to Select Targets Based on an Organized Master Database

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

Executing Optimal Approaches Based on Rich Attribute Information

By utilizing the rich attribute information regarding companies contained within the corporate master data, you can design the optimal approach for each target company. Not only can you provide customized messaging and content tailored to the needs and challenges of each company, 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.

Promoting Collaboration by Sharing Common Data Across Departments

Corporate master data helps promote data sharing and collaboration across departments. By using common data across different departments 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 enables comprehensive performance analysis 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 the 12.5 million corporate entity database, LBC.
The corporate database covers domestic locations. Since you can grasp capital affiliations and the relationships between headquarters and branch offices, group-wide penetration is also possible. Additionally, you can extract lists while considering news, implemented services, website visit status, and transaction safety.

Automated Registration and Maintenance

We realize high-precision cleansing and matching at the office 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 offices. Furthermore, you can supplement items you do not possess from LBC.
By assigning a unique code to each office, we support the construction of an integrated master database.

Grasping the Market (Whitelist)

We integrate lead and transaction 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-quality companies with which you have had no prior 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, who value the comprehensiveness and accuracy of its database, as well as 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 6 Consecutive Periods

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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.

Data Defects Such as Duplicates and Inconsistent Naming Are Likely to Occur

SFA and CRM data are entered 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 written with a large "Yu" character in Japanese.

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 enhances their functionality.
Our integration track record is highly regarded, as evidenced by 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) is a marketing approach that focuses on specific companies or accounts. Success requires accurate data, precise target selection, personalized communication, and collaboration. Furthermore, a comprehensive corporate database (master data) is essential for the success of this 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. Practicing effective ABM 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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