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Pull marketing | READING TIME: 5 MINUTES | November 23, 2022

Introducing ASBX: Segmented SQL Generation

GO MO’s Timothy Larsson takes on a new journey and introduces what he believes is the future of B2B Demand generation. After about two years of being responsible for GO MO’s digital marketing, scaling B2B marketing processes, nurturing MQLs, and driving SQLs; Timothy was hand-picked by the company’s senior management for the new role of Segmented Leads Specialist in 2022.

The mission is to expand GO MO’s service offering by marketing to segmented audiences – while ensuring that the client’s communication stays relevant to the receiver. A true advocate of data-driven Marketing, he hopes to make spam and irrelevant communications things of the past.

What is a Segmented Leads Specialist?

As a Segmented Leads Specialist, I’m responsible for getting leads for our clients from the business segment they feel is most valuable. We provide these leads through a new service that we are launching, the Account and Segment-Based Experience, ASBX.

What are the benefits of the Account and Segmented-Based Experience?

ASBX combines the strength of data-driven strategies, segmented content creation, and the powerful channel distribution of Email and paid SoMe (mostly LinkedIn), forming the optimal complement to Pull Marketing. Reaching more potential buyers is possible by adding outreach activities to one’s marketing mix. Still, it is important to keep communicating relevant offers in the right channels and at the right time. By using ASBX, we also increase brand awareness, enabling you to be top of mind when there is a demand.

How is that carried out in practice?

With ASBX, we target the most relevant individuals and decision-makers in companies, giving them a very tailored, segment-based offer. Informed targeting and segmented value propositions allow companies to communicate relevant information to potential clients in all parts of their buyer’s journey. We have seen that this is the most efficient strategy for the company, but it is also beneficial for the buyer.

Which impact do you want to have on marketing in the future?

I want to keep being a proponent of Pull Marketing. I don’t want to be marketed products that I would never want to buy, and this goes for both B2B buyers and consumers alike. Pull Marketing ensures that all marketing communications are relevant and shown to the right people.

ASBX Overview

The strength of ASBX comes from combining account-level direct marketing, segmented insights, and offers specific to the target segments. Below is a rough outline of the process:

  1. Determine the type of companies to target
  2. Find prospects in your chosen high-value segments
  3. Develop communication guidelines and segment-specific offers, and create marketing materials accordingly
  4. Implement email marketing, targeted digital advertising, and segment-specific landing pages to reach decision-makers directly and efficiently

Pull Marketing and Push Marketing

Pull Marketing is generally speaking helping a buyer to buy after a demand has risen. As such, companies develop strategies to communicate with potential customers as they themselves enter the market. Successful Pull Marketing lets companies become part of the majority of such purchasing processes, and allows sellers to focus on helping customers buy instead of trying to create demand.

Push Marketing is generally speaking marketing in order to stimulate demand. Companies use Push Marketing to reach individuals and companies that have not themselves realized initiated a buying process. While this can mean that some of the contacted prospects are not interested, it also allows companies to reach potential buyers that would otherwise not initiate a buying process.

Contact us directly
Henrik Anderberg Chief Client Officer Our ambition is to drive the development of B2B marketing. Reach your full potential and win in the markets of the future.

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