How to integrate ABM

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After understanding the motivations behind why account-based marketing is applicable, the next step is to find an appropriate entry point for your industry. This largely depends on where your company stands in relation to your existing leads and prospecting efforts.

Think in terms of ‘we’re getting leads that aren’t going anywhere’ or ‘we’re creating small sales from leads that aren’t growing’. If your business needs help getting leads, you may want to consider sales and marketing alignment (aka sales enablement ) to establish a more prominent position for new contacts. If you currently have a decent number of leads that are loan officer email database entering the sales cycle but are generating a lower ROI, it’s time to look at landing and expanding strategies to establish greater value.

Refine your sales and marketing alignment
What happens when you directly sync marketing tasks with your sales operations? It’s common for companies to separate the two departments, but in reality this doesn’t make much sense. They both have the same conversion goals, interact with the same potential customers, but have different perspectives and information to offer each other.

The core foundation of ABM is connecting with your potential customers in a meaningful way and coordinating their buyer journey, which can only be achieved through sales and marketing alignment.

Exchange of relevant information between departments
Marketo reported 60-70% of marketing content is never used due to irrelevance to the buyer, while 79% of marketing leads never convert due to a failure to nurture the lead . With alignment, sales can inform marketers about what information is relevant to the buyer, and marketing can help sales identify which leads they should follow up on and develop.

Successful sales and marketing alignment leads to increased revenue, a shorter sales cycle, and higher conversion rates. Make sure both departments maximize their potential with the information they can exchange.

This is a beneficial setup that all B2B companies should aim for anyway, but when marketed to at the account level, both departments can fully maximize both personalization and brand trust.

Opportunities to land and expand
A ‘ land and expand’ strategy focuses on gaining a small entry point with a potential lead, and using that over time to build a valuable relationship based on delivering more personalized service for a higher ROI. Building around an ABM mindset puts you in an ideal position to implement a ground-and-expand campaign. Growing with your customer means your team better understands their needs (and businesses like them), creating ideal opportunities for increased sales that will benefit both parties in the long run.

Land and expand 1
The concept is to scale upwards through multiple different revenue streams, so not every potential customer is an ideal candidate for this method, so the trade-off is that more prospecting and research is required. Regardless, when executed correctly, even a single match can become an essential source of revenue.

Final Thoughts
A common instinct for smaller companies when sales and marketing efforts begin to falter is to pull back and cut costs, downsizing to retain profit margins. In an industry as competitive as the B2B market, this is the one thing you should never do. Your company has worked hard to earn the position it now holds, and downsizing opens that channel for rival brands.

Take the time to foster cooperation and communication in your accounts and protect your investments. Don't let all the time and money that brought your business to this point go to waste and instead invest your attention in your future.