Aligning Account-Based Marketing and Account-Based Selling for a Better Customer Experience

GIDEON THOMAS | March 27, 2020

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In today’s world of rapid-fire product release where – it’s been said – if your product is good someone will copy it, what sets one company apart from the next when everything else is equal? When product and price are virtually the same, how do you differentiate your product from the next company’s? The answer is simple and yet sometimes so elusive: customer experience. So, how can marketers and salespeople work together to improve the customer experience? Implementing account-based marketing (ABM), and tightly aligning marketing and sales, is the number one value marketers can bring to the customer experience today. ABM is the strategy of defining the target list of accounts that you want to approach, and creating the channels, messaging and content to communicate with them in a way that feels personalized. Rather than marketing and sales speaking to a persona, you go deeper and speak at the brand level and the individual level.
According to a Forrester study on the state of ABM, “When it comes to business value, 37 percent of those responding say they can demonstrate tighter coordination between marketing and sales.”

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