Are you trying to chase large global accounts? Do you have a proper acquisition strategy at place? When selling to large global accounts, how do you ensure that your global sales team has the same level of knowledge about all target accounts? While selling into large global accounts, the challenge is selling to groups and not individuals. Adopting ABM will make it easier when you’re selling to groups.
Account-Based Marketing can help to target large accounts with a laser-focused approach. ABM is all about identifying and delivering highly personalized 1-to-1 experience and content to accounts and targets. In order to deliver personalized experiences, companies are making use of ABM insights. There is a lot of publicly available data out there, what is required is the ability to filter necessary information and use it as per convenience. Any information can be converted into insight if analyzed properly as per the requirement.
The main reason why insights are widely popular is because of the success it guarantees. Insights help in knowing which accounts are more likely to make use of your services on the basis of their recent activity. Large global companies are more transparent in terms of their activities which makes it even more easy to gather insights.
To conclude…
When you’re selling into large accounts, it has to be a team approach meaning collaborative effort from sales and marketing. When sales and marketing work together, the approach becomes more strategic and conscientious. Marketers can get involved with account planning and pipeline reviews since day one. With large accounts, it is extremely important to understand the buyer’s journey and acknowledge what a buyer has to encounter in order to adopt a solution.