ABM (Account-Based Marketing) categorically aligns the sales and marketing team in the best possible way. As personalization at the account level is a quintessential step, teams need to be in sync for delivering account-specific and relevant messages. So, after identifying your target accounts and understanding the decision-makers' group in those accounts, you need to strategize your unique and personalized approach to them. What will you achieve? A direct and robust impact on your revenue graph, more assurance of closing quantity and quality deals, long term professional relationships with enterprises and the list continues.
How to Start?
Trust on actionable account maps and organization charts that are built with diligence and advanced technology. It'll enable you to understand the challenges, interests, budgets, and requirements of each account and the respective key stakeholders. Accordingly, design your value proposition and make sure your campaign and messages are competent enough to influence a buying decision. After all, your major influencers might have already accessed quotations and proposals from many of your industry peers.
Subsequent Stage?
After identifying your target accounts, try understanding their buying processes and people involved. The process can be made easy and time-efficient if you get guided by the diligence of sales intelligence experts. You’ll also have to get a clear picture of where your offerings stand with respect to their cost and requirement matrix. This will again depend on individuals who will be involved in closing the deal as you will understand the project group, the task force involved in it, the mix of departments, and more. Few more suggestions to identify your decision-makers –
‘You need to communicate to your prospects that "I understand the problem you are facing; I have a solution for it and I have provided that solution to another company that is of your size, in your geography, in your domain and uses similar technology. I understand you and have solved the problem in a similar ecosystem." You NOW have built the trust and confidence with your prospect by leveraging the Business Connection. The buyers are interested in your business only as it relates to their problem and hence personalized message which highlights this is great for B2B marketing.’
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