It is true that account-based marketing (ABM) has been around for some time, but new technologies have made implementing and running them easier and more effective.
According to Hubspot:
“Account-based marketing (ABM) is a focused growth strategy, in which Marketing and Sales collaborate to create personalized buying experiences for a mutually-identified set of high-value accounts.”
With ABM, a few high value accounts are treated as a single market, and market research is used to model strategies to meet their specific business needs.
A sustainable approach to increasing sales and maximising profits is achieved by aligning sales and marketing efforts for these campaigns.
In the spring of this year, Salesforce renamed its B2B marketing automation platform, Pardot, to Marketing Cloud Account Engagement.
Salesforce Einstein allows any B2B marketer to look at the buyers within a target account and determine which accounts are most valuable.
The AI can then suggest to the sales and marketing team which action is best to take next with these accounts.
Businesses that are not using ABM strategies as part of their overall B2B marketing strategy, are missing out on the advantages of AI-powered technologies.
Most successful ABM campaigns are:
- Individualized – so communication is relevant to specific accounts and decision-makers
- Integrated – across multiple channels to ensure a consistent message to targeted audiences
- Engaging – instead of simply selling a solution
- Long-term – rather than a one-time campaign, so success depends less on luck, and more on continuously educating and nurturing a targeted list.
Account-based marketing using B2B telemarketing
Using a personal channel such as telemarketing, in conjunction with a multichannel approach, helps you better understand your accounts.
During lead generation, throughout the lead generation process, and until conversion, telemarketing can inform your ABM strategy.
You will be able to gain insight into the account and establish trust with key decision makers, through in-depth research and regular communication.
Additionally, you will be able to:
- Make your pitch and offer relevant to every prospect
- Assess and refine offers and solutions for better client fit
- Invest in your most valuable customers and contacts
The five ways telemarketing fits into ABM
1. Data acquisition and analysis
ABM requires accurate analytical data in order to identify a company’s most valuable clients, determine their interests, and deliver relevant content to them.
A phone research campaign can be used to segment and profile your customer database, using the personal, immediate nature of phone calls to gather and confirm information.
In ABM, suppliers deliver products and solutions that are tailored to the specific needs of the customer. Informal interactions often allow for the best insight into customer needs.
Phone conversations with clients are ideal for understanding their needs, while making them feel like you are not only interested in selling to them.
3. Maintaining authenticity
Businesses today have to meet higher customer expectations.
Customers want to establish a relationship with brands that share their values and offer broader benefits.
It has been reported that 86% of people are more likely to support brands that appear authentic. But authenticity cannot be achieved solely through digital marketing channels.
It is better for B2B companies to reveal a more human side to their brands and engage customers one-on-one.
Taking the time to speak with customers – over the phone or in person demonstrates your sincere interest in their thoughts and experiences.
4. Bringing sales and marketing together
Across multiple touch points in the customer journey, strategic ABM aims to deliver exceptional service to key market segments.
With any account based marketing strategy, marketing teams must assume a greater role early on, in order to inform their sales team’s strategies with the insights gained.
Telephone market research is key at this time.
Telemarketing can be used to develop early-stage strategies and set customer acquisition goals, in order to align marketing and sales resources accordingly.
Furthermore, because telemarketing can produce higher quality leads, with better insights and a higher potential for conversion, sales teams have more confidence when it is time to take over.
Account based marketing is a long-term approach, so it is necessary for sales and marketing teams to think about building customer relationships over time, with longevity in mind.
In addition to being a powerful tool for driving B2B sales, telemarketing also plays a crucial role in nurturing a long-term pipeline, establishing communication throughout the sales cycle.
Prospects who aren’t ready to buy can be nurtured and converted into B2B buyers through personalized, direct contact with telemarketers.
For account-based marketing, use a B2B telemarketing company
A successful account-based marketing strategy targets key market segments, with high potential value and then communicates with them in a personal, individual way.
In order to succeed in sales, your B2B company needs to hire a good telemarketing company.
A B2B telemarketing company is able to invest the time and resources necessary to identify, connect with and nurture important market segments and individual accounts, on behalf of your business.
A targeted telemarketing campaign requires sector expertise.
You can launch your campaign more smoothly if you hire telemarketing companies with a specific focus on your industry sector, as they bring specialized knowledge to conversations with your prospects.
More Than Words Marketing provides telemarketing services to businesses targeting B2B, schools, and the public sector.
You will be represented on the phone by our experienced telesales team, connecting you to your target decision makers to meet your outsourced telemarketing campaign goals.
We validate all the data in your databases, including the names and responsibilities of decision-makers, to ensure accuracy throughout your campaign.
You will be able to boost revenue, reduce customer churn, and improve customer retention with our expert team.
If you would like to learn more about our telephone-based lead generation services, please get in touch.
You can reach us at 0330 010 8300 or visit www.morethanwordsuk.co.uk