Power Account-Based Marketing With Buyer Insights

What was true then and is as true today, is the need for information and insights into accounts. When ABS (account-based sales) first came into existence, it began with needs assessments and led to the collection of information on teams, hierarchy, divisions, decision-makers, approvers, etc. For example, if an organization adopted Miller Heiman, sales began their efforts with filling out as much of the “blue sheets” as possible.An outgrowth of this approach led to many organizations creating major account, national account, and global account sales teams. A recognition that a dedicated focus was required and high-stakes dollars made for more complex selling. Marketing played a role then by supporting sales with content that sales delivered.Today, from a marketing standpoint, this dedicated focus is translated into an increased stake in building awareness. The premise remains the same, however. To succeed at ABS and ABM requires a deeper understanding of how targeted accounts in targeted industries behave and make decisions.