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ABM is Maturing with Actionable Account Maps | ...

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The pandemic scenario has made every past B2B marketing strategy a prologue as businesses these days are reinventing tactics to address the uncertain landscapes. However, account-based marketing is perhaps the only one that’s still standing strong. ABM is seemingly playing its strong role at a time when hyper-personalized marketing has become the only rescue for reducing the sales cycle. It’s significantly helping marketers to cater their marketing efforts with respect to their target profile’s immediate requirements, pain points, and more… The 2020 State of ABM Report already showed that “94.2% of respondents now have an active ABM program (up from 77% in 2019) with mature ABM programs now accounting for 79% of all sales opportunities (vs. inbound/outbound, etc.)” Such compelling stats definitely intensifies the need to consider the most effective ABM strategies . Specifically, those designed by expert sales intelligence experts and leverages actionable account maps of prospect companies. What’s in that? It enables businesses to implement and execute ABM at scale while leaning in with a more relevant and collaborative interaction with target profiles. Further, the actionable insights available in these accounts maps enables marketers to portray their relevant offerings & their USPs with context to respective prospect’s immediate requirements. Besides, gone are the days when marketing used to be the single and major challenge for marketers. Today, they need to identify and resolve every struggle that prospects are dealing with while buying. By utilizing a ‘customized organization chart for any company based on the target profile’ marketers can now resolve the above. Further, they can also create the most appropriate & iterative messaging tactics for better reach-out. After all, when ABM leverages account maps, marketers can quickly identify decision-makers and influencers, ‘map the references and pain point indicators on top of the organization charts.’ Enhanced collaboration in-between sales and marketing teams and better themes and campaign creation for faster deal closures are some of the other aspects delivered by new-age ABM strategies combined with account maps. In fact, it works with inside sales to generate leads using the contacts. Even the sales team can make use of such connections to ensure continuous conversation with the target profile. Marketers can also ‘track the movement within the account from getting connected to moving to a warm stage till the sale's closure and even beyond that for account mining.’ CLICK HERE to Explore More with BizKonnect.

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