You have successfully identified ABM accounts and have automation software in place and have other steps in place with you ABM program. But you’re not sure whether you have understood each ABM account in detail.
According to survey results from SiriusDecisions, 62% of B2B marketers were using ABM in 2017.
That is a very common situation for many companies that have adopted ABM, and target other large businesses. Simply put, if you are going to treat each of your target accounts as a ‘market’ in itself, should you not build a deeper understanding about the ‘market’, before pursuing to conquer the ‘market’?
Also, looking at it from your sales team point of view, do they know exactly what are the business priorities that each target ABM Account is chasing, what challenge(s) stand in front of the target account. Could there be a major project or a major bottleneck that is giving sleepless night to the CEO or other C-suite member at the target account?
Here are a few things if you can learn about your target accounts that will enable you to have a much more personalized engagement, and higher likelihood of winning a deal:
Business Challenges and Priorities
The Business Challenges that your target account are facing as well as their Business Priorities going ahead reveal key insights about whether your solution are a fit to their existing challenges and priorities. Understanding of your ABM accounts’ Challenges and Priorities means that you are better equipped with knowledge as to how to align your offerings to their existing situation.
Technology Landscape / Competitive Landscape
If you’re selling a technological solution, then the knowledge of their IT strategy is of tremendous importance to you. The IT Strategy as well as the Technology Landscape reveals the existing software and IT systems in place which is a deep actionable insight you can leverage to help you sell more intelligently. If you’re selling a non-tech solution, it will surely be of great value if you know other competitors that are catering to your target account.
Decision Makers and Influencers
Are you confident that your CRM is up to date and has all the right decision makers and influencers? This is what ABM Account Insight reveals at granular level which means that your CRM and internal information about your target accounts are up-to-date. Insight about the Industry events that anyone of the key decision makers are about to speak at, or keynote at, in near future which reveals actionable granular level insight which is useful information to personalize your targeted marketing initiatives.
Conclusion
Leveraging deep desk based research including an analysis of the Business Priorities, Challenges and IT Strategy would yield benefits in terms of insight. The benefit of insight of your target ABM Accounts for your team would be sales and marketing alignment and achievement of higher personalization levels and engagement, which would all contribute towards higher likelihood of winning a deal.