When it comes to sales and marketing strategies, focusing on targeted account engagement, personalized strategies, and measurable impact can significantly boost your success.
Check out these strategies for engaging accounts:
1. Identify & Segment Accounts
Start by identifying and segmenting accounts based on revenue potential or marketability. Align them into tiers to prioritize your outreach and resources effectively.
2. Define Your Account Engagement Strategy
According to 30% of sales development leaders, detailed touch patterns for SDRs are crucial for success.
Develop a comprehensive engagement strategy that includes specific touchpoints and interactions for each tier.
See the List of Cadence Frameworks for engagement strategy ideas.
3. Personalize at Scale
- Design Marketing Assets: Create tailored marketing assets for Tier 1 target accounts. Invest more resources here while leveraging technology for Tier 2 and 3 accounts.
- Develop Buyer Personas: Segment your potential contacts into well-defined personas. Understand their needs, preferences, and what matters most to each persona.
4. Design Sales Plays
Craft persona-specific paths and use automation to ensure prospects enter the right Cadences. This will help streamline your sales process and enhance engagement.
5. Measure the Impact of Account-Based Efforts
- Share the Metrics: Track and share key metrics across sales and marketing, such as Target Account Pipeline, Sales Activities, and Marketing Influence.
- Share the Accountability: Foster collaboration between sales and marketing teams. Both should be aligned and accountable for driving results.
- Meet Regularly: Schedule regular meetings to review progress and adjust strategies as needed.
6. Cover Critical Pipeline Stages
Ensure your marketing efforts align with the sales process before, during, and after key stages. Measure how much of the target account pipeline is influenced by marketing efforts and adjust accordingly.
How do you implement these practices in your organization? Share your strategies and insights in the comments below! Let’s collaborate to enhance our account-based approaches.
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