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Increasing ABM Engagement through Sales Empowerment

Apurva Pathak | July 13, 2022 | 419 views | Read Time : 07:02 min

Increasing ABM Engagemen
ABM implementation may be commonplace in the B2B domain, but the application of fundamental ABM concepts is not consistent. This inconsistency can impact the success of an ABM strategy. So, how can you ensure the success of your ABM?

Follow these four simple steps:

Look for Potential in Target Accounts

Your sales team must investigate the target accounts' potential. The sales team must act confidently when a buying group becomes active. Your team should build relationships with unengaged buying groups. This helps inspire new buying initiatives. It may also increase the buying group's proactivity.

Go Beyond the Lead-based Approach

Your sales and marketing teams must move past their lead-based approach for ABM to work properly. Leads alone won't deliver the desired impact and may even have negative effects. Sales management must understand the subtleties and motivate change in mindsets and processes.

Participate in Buying Group Marketing

Your sales team needs better group and individual monitoring technologies to implement buying group marketing to ABM. Quality purchase intent data can provide insights into the behavior of target account individuals. Appropriate intent data can show which solutions and purchase-related topics resonate with each buyer. Your team can then create better tactics and outreach.

Upgrade Your Sales Approaches

Present a high-value offer (HVO) that combines insights into the buying group's needs and interests, as well as their business. Address the challenges that you are facing in ABM execution with this HVO. Bring together your marketing, sales, and account executives to chalk out relevant processes, roles, and responsibilities.

With an Empowered Sales Team, Your ABM Engagement Rises

An enabled sales team can help you drive improved revenue from a defined set of target accounts if it has the right approach and flexibility to optimize its processes and responsibilities.

Spotlight

TwentyCi

We are TwentyCi, the leading consumer trigger intelligence and engagement business. We develop consumer engagement strategies with a simple focus: marketing in the moment of purchase intent. We call this life event contextual marketing. Through identifying the events in our lives that act as motivational and behavioural triggers to purchase, we work with brands and agencies to develop contextually targeted marketing programmes delivered to engage your target customers in the moments that matter.

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Read More

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Article | February 10, 2020

Account-Based Marketing has been one of the most preferred B2B strategies for marketers. More than 90% of marketers believe that ABM is essential for the alignment of sales and marketing teams. ABM is all about fostering a better relationship with your target accounts. And especially in this digital transformation era, it’s evident that people aren’t buying products but experiences. As per a recent PwC survey, “73% of consumers cite customer experience as an important factor in their purchasing decisions”. This shift in consumer behavior is what B2B companies/marketers should take note of. Also, ITSMA reports that of the companies that adopted ABM in the past two years, 55% are seeing a significantly higher ROI than with traditional marketing.

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Spotlight

TwentyCi

We are TwentyCi, the leading consumer trigger intelligence and engagement business. We develop consumer engagement strategies with a simple focus: marketing in the moment of purchase intent. We call this life event contextual marketing. Through identifying the events in our lives that act as motivational and behavioural triggers to purchase, we work with brands and agencies to develop contextually targeted marketing programmes delivered to engage your target customers in the moments that matter.

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