How do ABM and Sales work together?
By Joan Carles Sanjurjo
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Most sales strategies work similarly to an open house: invitations are sent out to everyone to attend the event. However, Account-Based Marketing (ABM) is more like an exclusive event to which only a select few are invited. ABM saves time and money in B2B contexts by allowing you to focus on the few accounts that are most likely to purchase your product.
In this article we will explore how you could implement ABM in your business strategy , in order to increase your revenue.
Key Points
ABM targets your high-value prospects by personalizing cyprus business email list content and nurturing relationships.
For ABM approach to be successful, you need to align your marketing and sales teams .
Focusing on high-quality leads , rather than general sales strategies, improves conversion rates.
Table of Contents
What is ABM?
Why B2B companies adopt ABM?
How to use ABM to increase sales?
1. Align your sales and marketing departments
2. Create a list of specific accounts
3. Know your accounts
4. Group your target customers
5. Use various sales channels
6. Evaluate your performance
Increase profits with an innovative ABM strategy
What is ABM?
Account-based marketing (ABM) is a B2B marketing strategy that focuses on a small number of high-value accounts rather than broad sales tactics. Relationship building takes priority over quick conversions. Successful ABM results in increased customer loyalty.
For ABM to be successful, you need to develop customized content and strategies for each account. This strengthens the relationship between you and your potential customers and ultimately motivates them to make a purchase. Investing in their (customer) experience also opens the door to the potential for cross-selling and upselling .
Why B2B companies adopt ABM?
Account-based marketing is most effective when selling to larger companies that make larger purchases. It is precisely these high-value purchases that guarantee the return on your investment in this personalized marketing.
Through ABM, you build a unique journey in your approach to each account, nurturing and converting it separately. This technique saves you a lot of time and resources , as it only focuses on high-quality leads and avoids wasting time on low-quality ones.
Approximately 91% of marketing executives who have adopted ABM report having significantly increased the size of their sales orders.
ABM
How to use ABM to increase sales?
You can use these six tactics to develop an ABM plan with high conversion rates .
1. Align your sales and marketing departments
ABM is a marketing-led strategy, however, to achieve a smoother transition between lead nurturing and relationship building and subsequent conversion, your marketing and sales teams must be closely aligned.
ABM strategy triumphs in those companies that combine their sales and marketing teams to manage their ABM efforts.
Managing ABM
This alignment is also crucial for data sharing across departments. For example, while marketing may know what type of content generates leads, sales understands customer pain points and conversion drivers. Marketers should leverage sales data from the start to develop a more personalized customer experience that addresses concerns and needs from the start of contact.
