Account-Based Marketing: Generating a Sales Pipeline for Your Business
Chris Nault, Aug 28, 2020 2:16:00 PM
Generating new business for B2B companies is a complex challenge when you don’t know where to start. In the constant pull of new technology, automation, and replication; it is easy to forget that at the end of the day business takes place between humans. That point was the undefined undertone during a recent virtual training hosted by Inbound Marketing Expert, Dan Tyre.
Over the course of eight weeks, I worked alongside 40 or so executives who learned how to generate a consistent pipeline for our business (and in my case as an agency owner, our client’s businesses as well).
I wanted to share a few of my personal takeaways to help you grow your business through Account-Based Marketing.
- Cold calling does not need to be cold (and it works)
- Be genuine
- Follow up
- This is all Account-Based Marketing 101 (kind of)
COLD CALLING DOES NOT NEED TO BE COLD (AND IT WORKS)
Use today’s technological advances to identify your ideal client(s). We use a sales matrix which includes company size, time in business, and the industry as criteria for whether or not we reach out to a specific company.
When we find a company that fits our criteria, we go into a research process to help turn a cold call into a warm call. This process takes 15 minutes or so. Using software such as Zoominfo, LinkedIn Sales Navigator, and CrystalKnows we are able to make better decisions on who we reach out to and how.
Our favorite part of the process is recording a 20-30 second video to embed in the outreach email. The video is made for each prospective client and includes a greeting, thank you, and briefly explains why we have reached out.
This video helps to separate us from the competition by showing the prospect that we are real humans and we took the time to do our homework.
The most important part of this process is creating and adhering to a strategic follow-up regiment. I can not stress this stage enough. All the hard work has been done. The research, getting over the nerves to record a video and sending it.
We follow up 3-4 times over the course of 15-20 business days. Each follows up step is based on an always evolving template that is customized to the prospect.
When I say the hard work has been done, that implies at this stage you have made the investment into a Sales Enablement Software and CRM that allow you to automate the process with tasks and templates you or your agency has created.
THIS IS ALL ACCOUNT-BASED MARKETING 101, KIND OF
The Wikipedia definition; “Account-based marketing (ABM), also known as key account marketing, is a strategic approach to business marketing based on account awareness in which an organization considers and communicates with individual prospect or customer accounts as markets of one. Account-based marketing is typically employed in enterprise-level sales organizations.”
There are a lot of moving parts behind a well oiled Account-Based Marketing Campaign. I hope this helps you make a more informed decision about modernizing your approach to sales and marketing.
If you are a CEO, VP of Sales or Marketing, or CMO and want to learn more about ABM and how it could change the way you do business, introduce yourself, we would be happy to help.