- March 7, 2023
- Posted by: Gopal Krishna
- Categories:
🤝 ABM / ABS programs enable Marketing & Sales teams work together for a “common cause”
This means, both teams have roles & responsibilities helping each other drive outcomes….
đź’Ş 1. Foundation First (by Marketing team)
a) Content creation aligned to Buyer’s journey
b) Personalization per Persona (Buyers)
c) Campaign cadence / sequence (leverage pieces of content per Buyer’s journey stage)
d) A cadence is a series of automated steps that guide sellers
through a consistent, repeatable process of interacting with buyers
e) Multi-channel & Multi-touch campaign
f) Funnel progress to engage buyers through the journey
🎯 Goal :- Highly “engaged” buyers
đź‘Ť 2. Sales Next (by SDRs and AEs)
a) SDRs to prioritize highly engaged buyers for further qualifying and prospecting
b) Un-engaged buyers must be moved to “nurture” stage as explained above
c) “Converted opportunities” must be passed on to AEs
d) AEs to have their own sequence based on “tiered accounts”
1 : One focus for Tier 1 Accounts – highly personalized messaging by the buyer foe each industry
1 : Few focus for Tier 2 Accounts – personalized message for the buyer across the industries
1 : Many focus for Tier 3 Accounts – standardized message for all buyers across the industries
e) Use “multi-touch & multi-channel” approach as explained in the image
f) AEs must focus on maximizing “response rates” from buyers
g) “Response rates” move the buyers deeper into the funnel – replies to reach out, asking for a chat, request for demo and the like
🎯 Goal :- Maximize “conversion to closure” rates i.e. winning deals by converting prospects into customers
🔧 🔨 Tools that help you automate, accelerate, personalize and scale your outreach :-
🔧 Marketing automation
🔨 Sales engagement
đź’ˇ Trust this helps you think and act strategically for your ABM / ABS programs!
#b2bbuyers
#b2bmarketing
#b2bsales
#accountbasedmarketing
#accountbasedsales
