The Account-Based Concept in Sales Strategy

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Marketing and sales strategies are becoming increasingly personal and customized for each type of customer. In line with this trend, the ABM concept has emerged and is increasingly making sense for companies that have mapped out their customer profiles. In English, ABM (Account Based Marketing) stands for Account-Based Prospecting (customer profile). But let's be clear, ABM is not a campaign strategy that simply involves sending personalized emails or specific actions, invitations or giving out gifts. It goes much further. Strategically speaking, it involves turning an account into a target and working to achieve it.

To do this, the account environment is studied to define accurate strategies and specific campaigns to attract, identify with problems and solutions, spark interest and engage, and then convert into a relationship. Companies that use this marketing approach report impressive results. This is because this strategy generates a much higher ROI . This result is expected, since the campaigns are built “tailor-made”. To work with this type of prospecting, it is necessary to have the right sales team. In general, sales executives sometimes have reservations about this type of strategy at first. However, once they are familiar with it, they are the main drivers of the sales process. Therefore, it is important to have ambitious sales executives on your team and let them do their thing. More than ever, it is important for them to do what they do best: close deals . Ideally, you should have ABM specialists who work with focus.

This makes the sales qualification process more professional, productivity soars, growth accelerates and costs decrease. We also recommend that the sales team be divided between Inbound and Outbound , as this way, specific tactics are used in each strategy. While the outbound team works with key accounts (those with the greatest impact), the inbound rcs data america team focuses on small businesses or accounts with less impact. To do this, both teams need a phone number to make calls and a mailing list to sell to. We know that today's companies' purchasing teams are increasingly larger, and this makes the sales process more difficult, since it only takes one of the participants to raise a question and the rest are likely to decline. Therefore, working hard on creating proposals for key companies is important: the chance of success is greater! After application and study, the industry has already reached a consensus on the benefits of the ABM concept, which we can summarize in a list:

EFFICIENCY: invest time and strategies only in accounts that have a high chance of closing deals.
BIG WINS: Offer great and irresistible offers, designed according to the customer's needs, and win them over right away.
LOCKED PRICING: Set prices and increase the quality of your biggest opportunities.
ACCELERATION: advance your business with greater agility, coordinating negotiations.
ALIGNMENT: The ABM technique is very effective in aligning your sales and marketing teams.
SALES EXCELLENCE: studying the right audience and making a proposal according to each need increases the excellence of your sales. This can help you win even the most challenging accounts!
CUSTOMER EXPERIENCE: Nothing is more satisfying than a unique experience when raising a hand: customers appreciate this. For this reason, it is essential to provide a good customer experience when they are closing the purchase. The ABM concept, by carefully treating each proposal model, offers the public a good experience with the company and increases the chances of a hand being raised.
ACCOUNT EXPANSION: Increase the quality of your accounts in an intelligent way. Once you have studied your client, you will be able to monitor their development and increase the chances of success at each stage of the process.
To create profiles and define which types of accounts are interesting for your strategy, it is essential that you have data about this audience. This way, you will be able to study your sales according to real numbers. To enrich your audience data, count on Intexfy. In addition to knowing your audience, you speed up the process of qualifying your potential accounts and optimize sales, all in an automated way.