With account-based marketing (ABM), marketing messages are based on the data insights of targeted accounts. Sales and marketing resources are concentrated and then deployed together, yielding better tailored marketing messaging and more productive sales engagement – and more account conversions. The problem is, a lot of organizations are still behind on this evolution in marketing. Sales and marketing teams need to be aligned. Sales and Marketing Roles in ABM For account-based marketing to work, sales and marketing teams each need to play their parts. Also, because of their on-the-front-lines level of insight, sales teams can offer the meaty details about current and targeted buyers to help marketing create really dynamic buyer personas, which is step two for ABM. Sales will be strategically responding to social engagement, following up on marketing’s email campaigns, and taking other steps to guide buyers along the sales cycle. This means, marketing develops the multi-channel strategy to be used for targeted accounts, and both marketing and sales follow it. The focus is no longer on new lead generation, but rather motivating identified target leads, so there will be a natural shift to more qualitative metrics. In fact, allowing the shift from being adjacent teams to strategic partners be an unfolding process can reduce some of the natural friction that such a change can bring.
With account-based marketing (ABM), marketing messages are based on the data insights of targeted accounts. Sales and marketing resources are concentrated and then deployed together, yielding better tailored marketing messaging and more productive sales engagement – and more account conversions.
It’s the inversion of the traditional B2B lead-generation based marketing, and it works remarkably well.
80 percent of marketers who use ABM say it outperforms other marketing strategies, significantly. 97 percent say it has at least a somewhat higher ROI than other initiatives.
The problem is, a lot of organizations are still behind on this evolution in marketing. This is partially because a move to ABM is rooted in more than a change in technology. It requires an organizational shift. Sales and marketing teams need to be aligned.
Sales and Marketing Roles in ABM
For account-based marketing to work, sales and marketing teams each need to play their parts. They have clearly defined roles that are supposed to support and synchronize with one another.
This is what the roles look like for each team in effective account-based marketing:
Sales Roles in Account-Based Marketing
Sales are the ones who understand the accounts. They know the biggest accounts, the ones that need the most attention, and which fit the ideal buyer description. So, it is up to them to identify the target accounts, which is step one in account-based marketing.
Also, because of their on-the-front-lines level of insight, sales teams can offer the meaty details about current and targeted buyers to help marketing create really dynamic buyer personas, which is step two for ABM.
Marketing Roles in Account-Based Marketing
Armed with this information from sales, it is up to the marketing team to decide the right content, to be delivered at the right time, via the most appropriate channels. Marketing will be launching their social, email, website and in-person content, along with any advertising. Sales will be strategically responding to…
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