Modern Account-Based Marketing. Here’s what you need to know.
Speak Agency • October 23, 2020
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As a marketer or a salesperson, you're probably aware that companies have always been doing some version of Account-Based Marketing (ABM) to acquire leads and new customers. Utilizing little marketing and mostly sales to target your prospective customers, while nurturing them along the buyer's journey to close a deal is a tale as old as time. Some companies continue to rely on the tried and true forms of sales-cold calling, overselling, and pushing too hard to meet a sales quota. We're here to tell you that it's time to throw out the old sales playbook and take on modern Account-Based Marketing. It'll be okay, we promise.
Modern ABM employs simple and smart digital marketing platforms that enable your marketing team to align with sales to create highly personalized buying experiences for your ideal target accounts. This cross-team functionality removes any uncertainty and improves communications resulting in consistent strategies across the organization. With ABM, no matter where your team is at in the sales process, any member can immediately pick up where an account was left off. Positioning both teams with the right ABM tools ensures customers will be delivered the right content or communication at the right time.
The inability to deliver consistent customer experiences across your company's buyers' journey can hinder your business growth in the long run. To avoid compliance with the outdated approach to sales, Account-based Marketing enables your team to qualify leads by defining and refining target audiences at the offset of the campaign. ABM campaigns allow you to serve up the right messages to those specific stakeholders during crucial steps in their unique buyer's journey. It may take some time fully streamline the ABM campaign that works best for your company and team. Have patience. Through the personalized and thoughtful buying experiences you provide prospective buyers, you'll expand your business and retain loyal customers.
Are you ready to align your marketing and sales team and deliver consistent customer experiences? Contact us today to learn more about how we can help you get started with an ABM pilot program.
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