ABM requires a deep understanding of the companies you are targeting before going after them. You should be aware of your goal’s initiatives, industry trends, and even recent press mentions. Your demand generation efforts are not reaching their full potential, and the campaign may fall on deaf ears if people are not seen as part of your ABM.
This powerful account information can help target the message and content you deliver to meet the exact needs of each account. This can speed up the discovery process and lead to a higher and faster customer conversion rate.
There’s nothing more frustrating than being surprised when a prospect gets cold or feeling helpless because your marketing and sales teams have no idea where a particular high-quality account is in the sales funnel. Are you considering competitors? Is your product or service consistent?
Todd Forsyth, chief marketing officer of Merits Technologies and former senior vice president of digital marketing at Dell, was at his best when he said, “To focus on the customer and deliver a personalized experience, you need to leverage all aspects of marketing collectively in a single approach.
In a recent collaboration with Integration, senior marketers gathered to discuss how they plan to continue to build an integrated growth strategy.