Who doesn’t enjoy a good baseball game? It’s hard to not love America’s favorite pastime: summer, hot dogs, beer, you really can’t beat it.
Since being at my first game of the summer, I’ve been thinking about baseball from an ABM perspective. What would being at bat with ABM look like — and how can prospects hit a home run with account based marketing? Below we address three common pain points prospects often face:
Pain Point: Sales is complaining about lead quality
Sometimes lead quality can get in the way of reaching goals and important metrics. When sales are unhappy with lead quality, it’s hard to see the revenue and results you need.
ABM operates in a target account strategy which means working to win new accounts and grow revenue in existing ones. Improve account quality by focusing your resources on reaching, engaging, and converting select accounts. Reach qualified accounts through selecting and building your audience with unique messaging that’s most relevant to buyers at their point in the purchase journey.
This way, you don’t waste time pursuing irrelevant departments or unqualified accounts, helping you hit the ball out of the park.
Pitch #2: Changeup!
Pain Point: CMO needs to improve pipeline impact
Ultimately sales and marketing want the same thing – more revenue. Batting against the need to deliver pipeline impact may seem like a challenge, but with ABM – you’ll have the bases loaded in no time.
With account based analytics, marketers can measure marketing ROI and deliver pipeline impact. For example, Triblio offers reports such as the funnel impact report and pipeline impact report that highlight the opportunities your ABM campaigns have influenced the most. When up to bat and equipped with these powerful tools, marketers are able to cater messaging to a focused list of target accounts, thus growing engagement and moving the needle on pipeline.
If your main goal is to improve pipeline impact, see how Flexera was able to generate over 400 MQAs and nearly $5M in target account pipeline when they launched their own ABM campaign with Triblio.
Pain Point: Separating data noise from actionable insights
The more data available, the harder it becomes to separate noise from actionable insights. In an interview with Andrew Mahr, Triblio’s Chief Customer Officer, he states, “the number one problem reported is operationalizing data — I have the data now, how do I use it?”
We’ve found the answer. Data, when used in conjunction with Triblio’s ABM platform, allows marketers to execute intent-based campaigns that drive higher levels of engagement, earlier in the prospect’s buying journey. Identify, segment, and target audiences by using 1st and 3rd party intent data, which in turn will provide marketers with a clearer picture of actionable insights and high-intent accounts. With noise eliminated and bases are loaded, you’ll have a better read on the purchase intent of your target accounts, equipping you to integrate intent-based insights into your ABM programs.
It can be all too common for marketers to face the pain points addressed above. Luckily ABM can make all the difference. No strikeouts here – start orchestrating your dream ABM campaigns and gain game-winning results today.
Now that you’ve seen ABM from a baseball perspective, let’s play ball. Schedule time with one of our ABM experts today.