It’s no secret that B2B companies are making best efforts to implement solutions for increased personalization with buyers in hopes of mirroring the success of B2C.
According to Epsilon’s research, 80% of consumers are more likely to make a purchase from a brand that provides personalized experiences.
Account-based marketing (ABM) has become the answer for many B2B companies to deliver a relevant, timely, and more personalized customer experience to their key accounts.
In order to successfully execute, it requires a high level of collaboration between your marketing, sales, and service teams. The three must be in sync.
Let’s look at plays for your marketing, sales and service teams to be aligned.
MARKETING, SALES, AND SERVICE TEAM PLAYS
There is no room for siloed marketing tactics in the world of ABM. ABM brings teams together around a single view of the customer. It’s important to keep communication flowing to remain aligned. All teams must be equipped with the same information to be a cohesive unit.
Here are five questions for your teams to answer and agree on:
- Which accounts should we target?
- What determines engagement?
- Which metrics will be used to measure?
- How do we build relationships with buyers?
- What does success look like?
Marketing teams should work with sales to identify target accounts to drive strategy and personalization for ABM campaigns.
Let’s take a deeper look at the roles and plays for each of these teams.
- Chief Marketing Officers identify key accounts and track the team’s progress
- Marketing Directors create a strategy for targeting key accounts
- Marketers create content for personalized experiences
PLAYS FOR MARKETING
Marketing automation. While you’ll build custom, personalized content and manually manage engagements for your Tier 1 accounts, marketing automation will be vital for targeting and engaging Tier 2 and Tier 3 accounts. Use it to reach specific segments of your audience with targeted campaigns.
Campaigns. Run highly targeted, personalized digital campaigns to supplement your ABM approach. Personalize these based on industry, business needs, geography, and so on.
Use your CRM data (predictive analytics, lead scores, intent measures) and build lookalike audiences to identify the right accounts to target. Account-based advertising is only one part of a full ABM strategy, but it is important when engaging new target accounts.
Events. If you’re heading to a conference or hosting an event, identify key targets before you arrive. Serve them personalized campaigns and content to drive event attendance or booth visits.
Sales will use data and marketing-provided templates to drive engagement with target accounts.
- Head of Sales identifies which leads are most important.
- Sales leaders inform strategy and keep lines of communication open with marketing
- Sales representatives customize campaigns and close deals
PLAYS FOR SALES
Predictive lead scoring makes it easy for sales reps to match accounts to the right content and engagements along the customer journey. Sharing this data with marketing, allows sales to know when a target account is ready to convert and when it needs to return to marketing for more nurturing.
Guided selling drives data-driven decisions before, during, and after conversations with top accounts. Give access to the same data that marketers use to build personalized content and engagements. This guides top accounts to the next best action from the first touchpoint to a closed deal.
Upselling and cross-selling maximizes revenue and develops long-term customer relationships. By using past engagement data, company growth, or changing industry needs, sales reps anticipate when a key account will be ready for a new product or upgrade, and use that information to send relevant content and offers at the right moment.
- Service leaders engage accounts to grow customer advocacy
- Service representatives listen and respond to customers to increase retention. They also identify high-value customers with potential to atrophy and put a plan in place to re-engage the account.
PLAYS FOR SERVICE
- Account-based customer support grows the lifetime value of target accounts. Capture the right data throughout the entire customer journey and apply a 360-degree view and deep personalization to key accounts
- An ABM approach to customer service is a potential lifeline to re-engaging a red account. The hyper-personalized experiences provided by ABM offer buyers a unique level of attention, insight, and value.
ALIGNING YOUR TEAMS
To alleviate the potential for confusion, it’s imperative to have a single view of the customer. Centralized data required by ABM brings all three teams together to make this possible.
Your teams will be able to take full advantage of intent data, predict when and how to engage a buying committee, and clearly understand the goals and metrics they’re responsible for.
At every level, sales, marketing, and service will need to work together to identify the most high-value accounts, set measurable goals, and track progress as each account moves into the sales funnel.
Join our webinar for more information on how you can break down silos in your organization and align marketing, sales, and service for true customer success.