Sales and Account Based Marketing are a great fit together. Account Based Marketing is a strategic approach to marketing. It involves targeting a few specific accounts and contacts with customized messaging and tactics. There are many tools and strategies for Account Based Marketing that you can use. Your organization should consider adding sales to your Account Base Marketing efforts.
Calls work
A big part of Account Based Marketing is email sequences. The issue is that emails are getting viewed less by the target contacts than ever before. There are lots of reasons including email security and email fatigue. It has never been easier to send an email as a marketing and never easier to ignore an email as a prospect. Cold calls are a good way to break through to that contact. At VA Partners we book about 70% of our discovery calls from calls.
Try LinkedIn
LinkedIn is a great tool to help you sell more. Making connections, engaging with prospects, and sending LinkedIn messages can all be tactics. These types of tasks cannot be automated as easily and genuine personal connections could break through. This is a great task for a sales team member.
In-person events
Are your target contacts at any in-person events? This could include conferences, trade shows, or networking events. Follow them and see if you can have a sales team member meet them in-person.
Tweak Based on Engagement
You can automate your engagement actions within many CRMs or marketing tools. If they click on this then send them that next. The biggest challenge is that if they aren’t emailing you back or completing an online journey, will they respond to another email. This is where you can take the analytics from your Account Based Marketing efforts and apply some sales tactics.
We are helping one client right now to leverage their account based marketing efforts with more sales activities. We are primarily using calls to connect with targets and book meetings for their account executives. This has resulted in dozens of new discovery meetings for opportunities ranging from $50,000 to $650,000.
If you are interested to find out if Sales and Account Based Marketing could work for you please reach out to me so we can talk about how we could work with you.
