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Building an Account-centric Organization Part II

Apurva Pathak | July 5, 2022 | 622 views | Read Time : 05 min

Account-centric Organization
In Part I of this article, we discussed the importance of the ABM foundation, ideal momentum of change, team training, and analyzing data to understand the performance of your ABM strategy.

In this part, we will look at how CX, sales enablement, a strong team and consistency matter in successfully transforming your organization into an account-centric one.

ABX: Endorse Experience

Focus on the kind of experience you want to offer your target account. Offer them a customized and account-centric experience. Involve every department at a granular level to achieve an excellent customer experience.

Enablement: Sales Resources Are Vital

Support your sales teams through communication that works for them. Provide them with the right tools, content, insights, and data, even if they know how to do their job. Support and motivate them to close more deals.

Consistency: Checking What’s Working

Review your performance weekly and discuss outcomes with your teams—improvements, hurdles, and failures included. A full view of your strategy will show you where you need to make changes so you can fix them and make your ABM efforts work.

Experience: Hire ABM Experts

Executing ABM can be an overwhelming experience if you are new to it. Consider bringing in someone who has already run some successful ABM campaigns to make the process smoother. Doing this will guide and support your long-term efforts.

Businesses and Customers Reap Rewards

When an organization focuses solely on its target accounts, it achieves:
  • Higher conversions and ROI
  • Effective target audience reach
  • Reduced customer attrition
  • Business growth
  • Synchronization in cross-functional teams
  • Competitive edge in the market

When target accounts choose an account-centric company, they get:
  • Customized solutions to their pain points
  • Support throughout the buying journey
  • Excellent customer experience
  • Long-term business association

An ITSM Firm Addressed Revenue Concerns with an Account-Centric Approach

A British IT service management (ITSM) analytics SaaS firm re-evaluated its ABM efforts to address revenue concerns. It increased relevance across all channels — LinkedIn profiles, content, and messaging to directly address decision-makers.

It aligned its sales and marketing teams. Furthermore, it changed its focus to improving customer interactions along the buying journey. As a result, it gained customers like GoDaddy, British Airways, and JCPenney. A larger firm with a presence in North America, the UK, Europe and APAC acquired it as a part of a business expansion strategy.

Wrapping It Up

Amber Bogie, ABM Strategy Lead at Degreed, says, “In terms of attribution, if it's an ABM account, and it's seeing success, I'm attributing that to a company-wide effort of focusing on the right accounts using an ABM strategy.”

Amber Bogie, ABM Strategy Lead at Degreed, says, “In terms of attribution, if it's an ABM account, and it's seeing success, I'm attributing that to a company-wide effort of focusing on the right accounts using an ABM strategy.”

Remember, ABM works differently for different organizations. Therefore, there is not a one-size-fits-all approach, so you need to zero in on what works best for your organization to get everyone on board to achieve ABM success.

Spotlight

Kuno Creative

Kuno Creative delivers more qualified sales leads via content marketing, demand generation and marketing automation. We works with chief marketing officers (CMOs) and other leaders on digital marketing teams (mid-to large-sized companies) to develop effective content marketing strategies and augment their content creation resources with professional journalists and designers. We also develop successful lead generation and lead nurturing campaigns through content marketing and conversion rate optimization best practices. Our goal is to help teams get the most out of their marketing automation and CRM investment through closed loop marketing and KPI measurement.

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Read More

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PR Newswire | October 04, 2023

Drift, the buyer experience and Conversational AI company, today announced Drift Engage, a first-to-market product powered by Lift AI, that uses machine learning to score visitors' real-time site behavior, even for visitors who are 100% anonymous. This collaboration with Lift AI delivers on a strategic partnership to enhance customers' experiences, and reinforces Drift's commitment to delivering cutting-edge AI-driven results. With 98% of website traffic labeled as anonymous, companies struggle to generate pipeline from all of their website visitors, even after making significant investments to drive traffic to the site. ID Reveal tools help, but they can't identify all traffic, especially in a remote-working world. Until today, customers using these tools have been missing out on 70% of their website traffic, even with data enrichment tools in their tech stack. Drift Engage is the only solution that can automatically deliver relevant chat experiences based on real-time buyer intent scoring, which identifies and measures both known and anonymous visitors' site engagement in real time. It instantly provides the right chat experiences for customers that convert high-intent website visitors into loyal customers, ultimately increasing sales velocity and conversion rate. Since early 2020, top brands like Loopio and Intelex have used the Lift AI technology behind Drift Engage to generate a dramatic increase in conversions, pipeline, and revenue, and now all Drift customers can leverage this fully integrated technology. Today, we are deepening our strategic partnership with Lift AI to help every Drift customer turn first conversations into enduring relationships with AI-powered personalization, said Scott Ernst, CEO of Drift. Drift Engage is perfect for businesses that invest in bringing traffic to their site, but lack the visibility to convert visitors into leads. It helps capture buyers when they're already shopping, increasing conversions, sales velocity, and revenue by fast-tracking high-intent visitors to sales. Features of Drift Engage include: Real-time buyer intent scoring:Identify and measure each visitor's site engagement in real time via Live Chat or Prospector Real-time playbook targeting:Deliver the most relevant chat message/playbook based on a buyer's real-time engagement on your website CRM sync:Seamlessly add a contact's Drift Engage score to Drift leads within any CRM that Drift integrates with Audiences Summary Data:Sort site traffic by low, medium, and high intent to review playbook performance and optimize conversions Lift AI provides a proprietary cloud-based scoring AI model that integrates via a JavaScript snippet on business websites to measure real-time intent. Drift makes it possible to action these scores and surfaces intent data within its buyer engagement platform. "By joining forces with Drift, we're leveraging the power of our AI solutions to illuminate the full potential of conversational marketing on business' websites," said Don Simpson, CEO of Lift AI. "With our existing customers who are using Lift AI and Drift, we're seeing 9x conversations turn into pipeline with our real-time scoring technology. This is just the beginning—we're certain that solving for the gap of anonymous visitors will be a major unlock moment for B2B marketers and sales reps using Drift." Customers already using Drift Engage see 3x more ROI, 10.6x more pipeline and 2.1x more opportunities than the median Drift customer. To learn more, please visit www.drift.com. About Drift Drift®, the buyer experience and Conversational AI company, inspires businesses to create more engaging customer experiences, one conversation at a time. Drift helps thousands of customers across the globe translate conversational data and buyer behavior into deeper relationships, more pipeline and more revenue. A pioneer in Conversational Marketing, the company was founded in 2015 to help remove friction from the B2B buying process. As buyer expectations continue to increase and AI becomes central to empowering meaningful customer journeys at scale, Drift is disrupting the category it created. Its human-centric, AI-powered platform listens, understands and learns from buyers to deliver personalized experiences and recommendations at every touchpoint. Drift is creating a world where AI works for humans to turn conversations into relationships. About Lift AI Lift AI identifies the buying intent of every website visitor in real time, even those that are completely anonymous, enabling websites to trigger the most effective conversational marketing conversion tactics before the visitor leaves the site. The Lift AI proprietary machine-learning models are based on 18 years of experience, billions of data points, and real-time behavioral analytics, working out-of-the-box to deliver a dramatic increase in sales efficient pipeline from conversational marketing in just 90 days.

Read More

Events