Finding and targeting prospects at your dream accounts: How ABM really works.
Account Based Marketing is a highly focused program that depends on collaboration for its success. Because this is a program to deliver the accounts that your sales team really wants, the list development begins there, with input from sales. The first account names on your list will come from sales, with help from marketing. The collaboration begins with a discovery conversation.
MARKETING DIRECTOR: Which accounts have you had the most success with during the past year?
SALES DIRECTOR: We’ve done well with Partsco.
MD: Tell me why you’re excited about working with Partsco.
SD: Partsco is a Tier I auto manufacturer who gave us just under $1 million last year; they are not our largest client, but they are among the largest. And they take advantage of our strongest capabilities. They have purchased multiple product lines, and while they are informed shoppers, they appreciate our quality, and they are willing to pay for value. They are a successful company, and we expect their purchases from us will grow as they grow. We have an excellent relationship with Partsco. They see us as more of a partner than as a vendor.
MD: As I listen to you talk about Partsco, I’m starting to think about the possible targets for our dream ABM program. Would you say we should be looking for:
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