Solving Sales Pain Points with ABM
Like many other organizations, your marketing team has decided to embrace account-based marketing. Account-based marketing (ABM) is a strategy that targets high-value accounts instead of individual leads, then uses personalized campaigns and highly-targeted, relevant content to nurture each account.
To have success with ABM, marketing teams have to get buy-in one very important stakeholder: the head of sales. Sales and marketing have to both be fully committed, or ABM will not be effective. To get salespeople on board with ABM, focus on their pain points and how ABM can solve them.
Prospecting is Hard
When a salesperson initially makes contact, they’ll only have the prospect’s attention for a moment. Once their attention is lost, it’s extremely hard to get it back.
ABM is prospecting with a marketing muscle. Marketing supports sales with the materials they need to make a lasting impression and follow up quickly, so they don’t lose that moment of attention. Sales teams can work with marketing teams to launch intelligent digital campaigns to prospects.
Today’s Buyers Have Higher Expectations
Today’s buyers want to engage with companies on their own terms. They expect sales to deliver content that’s educational, relevant, and personalized to their specific needs. If sales wants to reach key decision makers, they need to be able to meet these demands.
An Aberdeen survey shows that 75% of B2B customers prefer an account-based approach because of the personalization.
In ABM, marketing works with sales to create content by vertical, persona, etc. so sales reps can send targeted, relevant and personalized material to their accounts. Traditionally, marketing used nurture campaigns to retarget those accounts and keep them engaged. ABM approach is more about making salespeople more effective by giving them the materials they need to nurture the accounts themselves.
Sales Doesn’t Have Access to Analytics
Understanding the buyer helps sales teams initiate more conversations and develop real relationships. In order for sales to deliver the right message at the right time to each account - across all of the channels that your target audience is using - they need a certain amount of information.
Marketing analytics can help sales understand how their target audience behaves online - when they’re active, what they’re interested in, what kind of content they engage with, what channels they’re on, what groups they’re in, what content they share, and who they interact with.
Sales Is Shifting From Outbound to Inbound
Most enterprise companies have distributed, territory-based sales teams. That means salespeople nurture and engage with accounts based on location. At these larger corporations, local sales teams don’t get the marketing support they need to be successful. The corporate marketing team focuses on targeting a big broad audience to generate a large number of leads.
ABM works the same way, but it’s centered around the salesperson. A seller at a larger company may cover hundreds of accounts within a certain region, and sometimes, the inbound flow of corporate marketing leads can cause high-quality accounts to get lost. ABM enables salespeople to effectively and efficiently manage their accounts using micro-inbound funnels.
Traditionally, marketing teams create content to engage with buyers via email campaigns, social media, and other marketing channels. Account-based marketing works the same way, but it’s sales that distributes the content instead of marketing. By leveraging all the messaging and content created by the marketing team, salespeople are able to personalize content by account, persona, industry, etc., so they can interact with prospects more effectively and close deals more efficiently.