Looking to give a boost your sales?

There is a renewed interest in Account-Based Marketing or ABM. Currently, ABM has two definitions, the first being a way of marketing to existing clients for the purpose of cross-selling or expanding their presence within an account. Other marketers see ABM as an alternative to “buyer persona marketing,” whereby named accounts are micro-segmented with messaging that is hyper-specific to their needs.

Getting to Know Account-Based Marketing

DiscoverOrg recently partnered with ListenLoop (the simplest retargeting software, allowing you to orchestrate personalized display ad campaigns in less than 5 minutes). This partnership resulted in our Account-Based Marketing Playbook to identify how to take a more targeted approach to your sales process. Henry Schuck, DiscoverOrg CEO, and Rodrigo Fuentes CEO of ListenLoop.

The eBook itself is a strategy guide, providing the reader with a step-by-step process of getting buy-in from the key roles within your organization, identifying the best customers to target with this strategy, scaling, messaging, to measuring results.

The focus on this eBook Fuentes explains is to be, “tactical and thorough.  Most other eBooks I’ve read on the subject are theoretical and leave the reader wondering, ‘that’s great, but how I do execute this strategy?’  Our book sheds light on this question through detailed examples and tactics every marketer should consider.”   

Henry Schuck adds, “One of the most frustrating things about a lot of the content that is available about ABM is that it is not actionable. They are filled with a lot of fluff. We wanted to create a guide for someone who wants to start doing ABM today. That’s what we are delivering with our new ABM eBook”

Sales Strategy Using Account-Based Marketing

The eBook itself is a strategy guide, providing the reader with a step-by-step process of getting buy-in from the key roles within your organization, identifying the best customers to target with this strategy, scaling, messaging, to measuring results. All designed at getting an account-based marketing program started at your company.

Building your ABM program is a marathon, not a sprint.Henry Schuck

All this information is great, but it’s useless without results. You want to know how this is going to affect your bottom-line. ABM is a longer term program. “Building your ABM program is a marathon, not a sprint. A sprint for sales would be would be sending out a mass email approach and blowing up everyone on your list. With ABM the juice is worth the squeeze.” Schuck explains.

Account Based StrategyFuentes adds, “Rome wasn’t built in a day, and neither will your ABM program. It takes time to orchestrate a multi-channel ABM campaign, but the wait is more than worth it.  Of course, you’ll need a few early victories – like meetings booked with your top accounts – to get past leadership’s initial scrutiny,”

Results of instituting this type of program are well worth it. Once you have started account-based marketing you can bank on: better quality leads, shorter sales cycles, and higher average deal size.
Account-Based Marketing will elevate your current efforts on sales and provide incredible results. But, don’t take our word for it, read the Account-Based Marketing eBook here and keep the conversation going in the comment thread or catch us on social media. To learn more about our friends at ListenLoop click here

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About the author

Theresa Potratz

Theresa is a Social Media Specialist with additional experience in creative communications and strategy.