In this week’s episode of B2B Nation, we sat down with Craig Rosenberg, co-founder and chief analyst at TOPO, a research advisory and consulting firm. TOPO studies sales and marketing tactics and consults with teams to improve their processes.
We talked about:
- How companies can start to incorporate account-based marketing (ABM) strategies into their sales and marketing efforts
- Vital actions for any ABM team
- What the relationship between sales development and marketing should look like for ABM success
Below are a few highlights from the conversation:
Getting Started with ABM
“Before doing anything else, your team should identify your ideal customer profile. Figure out who the most valuable accounts are and how you’re going to go after them. ABM is defined by generating demand from a targeted set of accounts, and you have to define what those accounts look like. From that ideal customer profile, you can identify the targeted accounts, then try to get all portions of the company to go after those accounts.
“When we practice ABM, we do all those normal marketing behaviors like running ad campaigns and sending personalized webinar invites, but we combine that with real targeted outbound and sales development practices.”
Vital Marketing Actions for ABM
“Ensure that your sales, sales development, and marketing teams are aligned on the targeted accounts you’re going after. If marketing can add the targets sales is already pursuing to their targeted account list, it helps everyone. When development and sales contact those accounts, they are already familiar with the brand rather, than starting cold.
“Once you’re aligned, discuss among the teams how you can personalize your marketing and messaging across the targeted accounts.
“Just start with two groups: sales development and marketing. Once you can get these two groups to work together to target your ideal accounts, then you can add sales to get cross-functional orchestration.”
The Marketing/Sales Development Relationship
“The cohesive relationship between sales development and marketing is much easier to achieve than between marketing and sales. ABM really takes away some of the choice for sales development, because when you own an account and you’re trying to build a relationship with them, any time anyone from that account raises a hand, you will follow up. And marketing signs up to target those same accounts with their efforts.
“That means everyone is less concerned about downloads and more concerned about providing information to the accounts for sales development to follow up. You can start scoring leads on minimum engagement scores rather than just downloads. [This relationship] also gives marketing goals based on the development team’s appointments and touches, so that marketing is invested in the goals that drive sales numbers.”
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B2B Nation is a podcast for B2B sales and marketing professionals, featuring expert opinions and advice on the most important topics in the industry. Check out our other episodes on SoundCloud, or follow us on Twitter: @Technology_Adv.