How to Unearth the Decision-Maker with 1:N Retargeting

Do your sales depend on multiple stakeholders, but you can only retarget one?

You’re probably wondering what is this magic that transforms a user visit into Account-Based Retargeting.

I’ll tell you right away what’s not: the Pixel.

It’s a no-brainer: we retarget visitors or visitors who have taken meaningful action towards conversion.

But what if your company’s product depends on the consideration of multiple stakeholders in an organization? That’s when we have to leverage Account-Based retargeting.

Especially when marketing the EdTech industry, we have to consider that the procurement process will depend not only on one decision-maker, but on multiple stakeholders, each with a bias, experience, and possibly connections with competitors.

This is a huge factor for why you need to make sure you will reach the entire buying committee before their research advances to a point of preference without them having contacted your company.

Some of my clients constantly receive emails like this:

This means that this university is only contacting them to make sure they have enough bidders in the RFP process. It’s very unlikely that my client will win this bid.

You can read more about the concept of Pre-RFP Positioning here.

This post assumes you’re acquainted with it.

You Get What You Sow

The cost of not targeting the entire buying committee is huge, to the point that you might not even know of website visitors’ buying intent until it’s too late.

There are quite a few reasons why marketers don’t try ABM Retargeting:

• They fear reaching the wrong people in the organization

• Spending budget they don’t properly know how to track

• They’re confused about what message to use with the retargeting audience

• They’re not clear on how to move the audience through the funnel

• They might need integration with CRM and the Sales team
  BUT THE MAIN ONE IS

• They don’t know ABM can be automated

Enters…

The Buying Committee Retargeting Method

The BIG IDEA is that you need to automatically monitor not only the single user but also:

• How many times that user visited the website

• Users in the same company visiting your website

• What channels they used and their intent

• What pages have they visited

• What soft or hard conversions they had

It all comes down to ACCOUNT SCORING.

The BIG BENEFIT with this method is that you get to qualify accounts (companies) - not contacts (users).

The moment you have a qualified account is the moment you automatically introduce that company into your ABM retargeting campaign.

Based on their scoring, you will decide what funnel stage they are at and what message to address them.

Not only this, but you also have extra benefits:

• Advance brand awareness in the institution

• Conquer the hearts and minds of the buying committee

• Create institution internal advocacy for your product

• Reach the committee through several channels

• Address the different intents

• Better focus budget with higher ad frequency

• Unearth the decision-maker

The Why

Every time I looked at GA4, I used to see multiple website visitors from the same city.

As institutions, especially universities, usually don’t have the same buying intent at the same time, it could only mean one thing: the buying committee was visiting the website.

That’s why I created the Buying Committee Retargeting Method and put it in a framework so you can do your own ABM retargeting.

The EdTech Demand Generation Framework will guide you to strategize your ABM retargeting, be it on Google, Facebook, Linkedin, or Email.

It’s the same framework I use with my EdTech clients.

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