- What We Do
- How We Do It
Jul 20 2018 | Overground
With account-based marketing becoming the new standard in B2B marketing models, it’s important to understand how that impacts sales. In fact, with such a laser-focused approach, account-based marketing works even better when marketing teams and sales teams work together to find, target and close deals. Read on to find out more.
Because account-based marketing is hyper-focused on the individual or group in a company making the decisions to purchase, the experience they receive can, and should be very personalized. From their experience on-site to the emails they receive, down to retargeting messages, everything should be focused on that account, their goals and how to motivate them to move forward. Ultimately, this all makes for a better, more personalized, customer experience for every account, and even each decision-maker that comes across your brand. This improved customer experience helps to build trust and value in your brand by showing them you care enough to speak directly to them.
With all of your marketing efforts focused on accounts you’ve deemed likely to convert, you won’t be wasting valuable resources on accounts that are not interested in your product or are less likely to convert. With all these freed-up resources, the accounts you’ve targeted are likely to be higher quality because you’re going after the right people at the right time in the purchasing decisions and giving them the best customer experience that you can. A better ROI means more money for your bottom line, and more resources to devote to each account.
All of this leads to a more cohesive unit between the sales and marketing teams. In the past, marketing teams have been challenged with casting a wide net and converting as many of those as possible. Only then would the sales team take over. With account-based marketing, marketing and sales teams work together to identify target accounts and how to move them through the process together. As this happens, the two teams work towards common goals, such as:
• engagement with target accounts
• shorter close periods
• upsell and cross-sell opportunities, and
• maintaining and building current client relationships
Interested in learning how account-based marketing can help your B2B organization improve customer experience, improve ROI and align marketing and sales? Contact us at Overground to learn more.
Continue Your Journey
Your next mile marker may be closer than you think. Check out these related insights and continue your journey to the Summit.
Four questions to ask yourself to evaluate if an ABM strategy is right for your B2B organization
B2B CORNERSTONE RESOURCES
Learn how Overground helps B2B organizations uncover breakthrough opportunities across the entire customer lifecycle from awareness to revenue.
Bridge The Gap Between Sales & Marketing to Increase Revenue
Learn what’s shifting, how B2B leaders are bridging the gap, and the 3 pillars all B2B organizations must adopt to succeed.
Create Inspired Touchpoints Along the Buyer Journey
Learn why the buyer journey must be embraced, and how your customer touchpoints must be elevated within your CX ecosystem.