By Caryl Mostacho January 31, 2017
Many teams want to kick off ABM and sales programs but don’t know how to get started. What technologies should you invest in? How do you go about getting buy-in? What do you need to do to measure success? How can marketing effectively enable sales in an account-centric world? You need to give thought to each of these questions to ensure your program is a success.
Executive sponsorship in both the sales and marketing departments are critical to the success of your account efforts. Your sales leadership may already be finding revenue within existing accounts. This is a great opportunity to pilot an ABM approach with these set targets. Set expectations for all executives that this strategy is not a quick fix, and revenue results may not be evident within the first few months of an ABM initiative.
Marketing is an important part of account-centric selling processes, so it’s critical to align both teams against your target accounts. It’s important that the marketing team understands the goal of each program to ensure that messages are clear and targeted, which will align both teams and provide a seamless user experience for customers and prospects.
There are a few ways to make sure you’re driving successful programs for your company –
All that’s left is to kick it off! There are a few key technologies that will help you launch a successful account-centric program at your company. The two main ones that will help scale your program from 10 to 100 accounts are marketing automation and predictive analytics. Your marketing automation platform will help you structure the touches of the campaign, while your predictive analytics solution will enable you to gather account-level insights to determine who your best accounts are, and use details about those accounts to create targeted messaging for your campaigns. It may seem overwhelming, but lots of companies have gone through the same process outlined above and seen amazing results. Cisco/OpenDNS uses account-centric programs to improve the efficiency of their direct mail campaigns, while Hootsuite is driving increased pipeline for their enterprise business.
To learn more about these campaigns, and gather some best practices for executing your own account-based marketing and sales programs, join our webinar with Lattice Engines on February 28 at 10 am PT/1 pm ET. Register here. *This blog post was written in a joint effort with Caitlin Ridge, Director of Corporate Marketing at Lattice Engines.