Read these sets of activities, and ask yourself. Are these marketing or sales activities?
- Identify and prioritize target accounts.
- Discover contacts and map accounts.
- Understand what is relevant and resonates with accounts.
- Create account specific content and messaging.
- Manage 1:1 account specific interactions
- Synchronize interactions into coordinated plays that align to account plans and goals.
- Show impact.
My sales leader and I say these are sales activities in marketing speak. Interestingly, these are the 7 distinct account based marketing (ABM) activities according to a leading ABM provider, Engagio:
Like it or not. We marketers have been doing sales activities for at least a decade.
As more and more of the purchase journey is occurring before a buyer ever talks to sales, marketing has stepped in with new marketing tactics. Inbound. Content. SEO. SEM. Marketing automation. And, the main metric? Leads.
Leads used to be the metric of a cold calling sales rep. Now, it’s a major metric for marketing.
Should we as marketers continue to do more sales activities? Yes. Of course, the best sales reps will always help to crush their numbers. But the rest could use our help through account based marketing.
ABM focuses investment and activity on accounts with the most growth potential. Think of all those distinct sales activities and how much more effectively they could operate with marketing support. Here are some examples:
- Account Selection. Which is better:
- Sales. Train sales team reps to determine target accounts using outreach, intuition, and buying signals. As new account selection criteria changes, retrain reps and ask them to change status to target account in CRM.
- ABM. Identify target accounts using data modeling and strategic criteria. Autopopulate target account status in CRM.
- Contacts. Which is better:
- Sales. Outbound effort to acquire new contacts and input information in a CRM.
- ABM. Prepopulating CRM with 3rd party contact data from pre-selected target accounts.
The answer to “Which is better?” is actually a combination of both. Ideally, marketing will help the rest of the sales team emulate the best sales reps. In turn, marketing becomes responsible for revenue instead of just leads. By performing some essential but repeatable tasks, sales reps can spend more time having meaningful conversations with the accounts that have the most growth potential.
If you are interested in learning how ABM can make your marketing team be your GM and sales VPs best friend, please contact us.
Want to learn more about how ABM scales sales? Request a demo.