ABM is the new-age solution for many B2B challenges today. It undoubtedly has offered the much needed relief to B2B markers in terms of focus, high value leads and the results that can actually drive revenue. It’s time to supercharge your ABM initiatives and enhance your business growth.
Here are some simple steps to streamline and boost your ABM initiatives-
Shift your focus –
Choosing the right account or to be able to sense that a particular lead is a good lead is not exactly rocket science. If B2B marketers pay close attention to details they can easily differentiate between good leads and bad leads. Similarly, once you are able to identify the high value accounts that are most likely to convert into business, you should shift your focus to these accounts rather than chasing other leads that may or may not convert.
Every lead is different and it may not want to engage with you. So shifting your focus to those prospects or accounts that are not just looking for similar services but have shown some interest in your services can put you in the right direction. This can save you a lot of time, efforts and money.
Who, why and how of ABM goals-
This may not seem like one of the most obvious ways to optimize ABM, but it all boils down to knowledge. Team’s knowledge about ABM, awareness about ABM within the organization and amid all those who will be directly or indirectly connected and impacted by ABM performance is necessary. What does this mean? It simply means that each one of the team members must be aware of many aspects such as the following-
- What is the role of ABM in the revenue cycle
- Who are the stake holders and their roles in ABM initiatives
- What are the ABM initiatives
- What are the campaign ideas and what is the implementation plan
- What is the approach towards each ABM account and why
- What are the expected results and who will be accountable the most
- What are the existing sales and marketing strategies
- Are the ABM goals aligned with the existing sales and marketing strategies
The alignment factor-
Probably one of the most important factors that you need to evaluate before you even embark on the ABM journey is whether or not there exists alignment between your sales and marketing teams. Alignment ‘cannot be an issue’ if you are planning to implement ABM. So the number one question that you need to ask is about alignment. Make sure both sales and marketing teams are clear on the goals and are on the same page.
Conclusion-
When it comes to ABM it isn’t only about leads. ABM entails having a certain approach and a specific mindset that can identify these high value accounts and also be able to nurture them. It is also about having the right strategies to optimize these high value accounts so that you get the desired results.
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