ABM Leads Trick that Boost Lead Generation and Sales Momentum
Account based marketing is no longer new, so it’s time to stop winging it and start doing things the right way.
Achieving business goals with ABM leads is a more efficient way to solve some of the problems plaguing sales today.
With ABM leads, we can process a huge amount of data and use it to create campaigns for email outreach and customer communication.
If that’s the case, there must be a lot more going on.
How do you get the results that are mentioned in your article?
Here are 5 tactics we use at Belkin that you can apply to your marketing plan. You need specific, account based marketing and these will help boost sales.
Let’s get started with ABM Lead generation, shall we?
ABM Leads Is Not Going Away
Account based marketing is now standard practice, even though it was once innovative.
Diversity is here to stay.
Three reasons exist for this.
2. Cold outreach doesn’t work like it used to, so new strategies are needed.
Generic sales emails are just as bad. 24% of them never get opened by the person they were addressed to.
Digital communication has changed the way we communicate. There are new standards for how to cooperate and communicate.
What prospects want is for you to be there with them through the entire process, which means they expect direct contact and constant attention.
Prospects expect you to stand out. If they can’t tell the difference between your company and another, there is no reason for them to choose you.
Companies are more collaborative than they used to be. There is usually a team of five people making the buying decision, not just one leader.
Account-based selling is the best tool to combat these issues in the workplace because it helps solve many of them.
We use ABM lead generation with an account-based selling framework to provide comprehensive services that cover lead generation and sales development.
However, it’s not enough just to focus on diversity. It requires fine-tuning like any other sales development technique.
It’s not invulnerable.
The way you manage your sales process and the plan for it can affect how well you do at ABM lead generation.
The Tactics and Tech You Need to Transform Your Sales
A successful account based marketing strategy revolves around personalization and interaction, but it all depends on the technology.
Digitalization has made it so we can spend more time on the phone with people, which is important to understanding them.
Technology is the foundation for your marketing campaigns. Without it, you don’t have a solid base.
When you’re starting a company, the basic tech stack should include:
- Analytical platforms
- Outreach tools
- Email management platforms
We won’t tell you which software to use, because it really depends on your industry and what type of problems you face. Find a vendor who knows the most about those things.
We wanted a CRM that would allow us to stop switching between our business mailboxes and the CRMs we use. So, when it came time for hiring, I specifically looked for someone with Streak experience.
We needed a solution to our problem, which was the lack of sales. Streak solved this issue for us.
75% of our tools are for email monitoring because they provide us with customer data, which is necessary to plan sales.
Beyond that, we use tools like Crunchbase and AngelList to make sure our data profiles are rich with personalization opportunities.
Now that we know how to implement ABM lead generation, let’s explore the tactics.
Assign your accounts to tiers
When we use the data that filters using our tech, it tells us which companies are best for our Ideal Customer Profile.
We need to make sure we’re using our resources wisely.
To reduce the stress on our Sales teams, we break down accounts into tiers. This allows us to:
- Ensure that high-value prospects are immediately assigned for nurturing.
- You need to balance resources when working with each account.
- The B2B field is a great place to explore potential opportunities.
When you’re tiering your accounts, what criteria should you use?
Some businesses may want to focus on diversity, but not others.
- What are your priorities?
- Are you interested in creating long-term partnerships?
- Are you looking for short-term transactions?
- What are the different types of clients you focus on?
We categorize our customers into three categories: high, medium and low. The ones who buy the most get to be in the “high tier.”
The tiers are as follows:
A-Tier: These accounts are our best ICP matches and have been with us for a long time.
B-Tier accounts are good for the short term, but they don’t quite match our ICP’s criteria.
There are some accounts that don’t meet all the ICP boxes. Before pursuing them, explore their potential benefits further.
Your data should be your navigator when it comes to identifying potential buyers.
If you’re new to account tiering, don’t involve too many sales reps in the process. Even if you are a medium-sized business, it’s better to start small. Pick up to three of your best sales representatives and work with them on an assigned batch of accounts.
It’s important to focus on just one account per tier and create a campaign, educational content, and schedule for them.
If you like the results and your KPIs are good, try to create more accounts.
Conversions should be prioritized.
When they need to meet their monthly quota, salespeople often try new tactics instead of focusing on existing ones.
But account based marketing, or ABM, is different. It focuses on nurturing leads and then optimizing them to deliver more lucrative long-term relationships.
When you personalize your email and send it to a lead, they are more likely to respond.
A lot of people think it’s easy to create personalized emails, but that isn’t the case.
There’s a fine line between friendly and obnoxious behavior. We wrote an entire article on this topic.
The follow-ups are just as important because the recipient may have forgotten about your email or they need a little more incentive to help.
Make sure your next messages are as informative and persuasive as the first.
Tone is important, but you have to be sure that it matches the content of your message.
A great way to get people interested in your product is by emphasizing the unique value propositions of it on your site, and then also including them in any marketing emails.
Account based marketing tactics are different because you can create more content for your website, ebooks, white papers and case studies.
It’s important to make sure you’re not waiting too long or rushing into things.
One of the most important aspects to any email campaign is creating a schedule.
Every account is different and has its own set of features. You need to be confident that when you send them an email, it will reach them at the right time with a prompt offer
Utilize social media to generate ABM leads
Many B2B companies are still hesitant to use social media in their account based marketing because they see it as a way of targeting consumers.
But social media can help you establish relationships and keep them from dropping out of the sales process.
Using social media for your business can be helpful in many ways.
If you have the time, share your best reviews and other achievements so that people can see them.
When you share your expertise with social media, it can be turned into an information hub where you answer top-of-mind questions and offer insights to people who need them.
You can post on your prospects’ preferred social networks to remind them that you are there for support. It’s a good reminder no matter what issues they might have.
We use LinkedIn Sales Navigator and a range of other tools to find out who the customer wants, target them with titles that will get their attention, and connect with them.
Social media can also help you figure out if the company is active or not.
When you find a company that closely matches your ICP, the euphoria quickly fades when they don’t respond to your resume.
When we hand over the list of leads to salespeople, our researchers first look at their social media and see when they last posted or updated it. They also check if any new posts have been made recently.
We cross prospects out of our list if we can’t find any information about their company or they haven’t posted in six months.
Recognize the value of face-to-face meetings
Cold emails are a good way to start business communication, but you need more than that if your prospects want to know about their concerns and issues.
The Harvard Business Review found that face-to-face meetings are 40% more successful than email.
Your email templates may be good, but they won’t work if you don’t have the right mindset.
A competitor might offer a more personal approach, such as meeting in the office or stopping by at an event.
We offer as much flexibility in meeting times to make sure employees can find a time that works for them.
When you are scheduling meetings, make sure to take advantage of anything that will help your chances.
One way to set your company apart is by focusing on diversity, especially during the hiring process.
Rely on your representatives
Hiring salespeople who you know well will make them more effective in the job.
When nurturing prospects, should you assign your French-speaking salesperson to a customer in the UK when they’re from Paris?
Would it make sense to hire a team of people who have experience with SaaS companies to work for this furniture company?
- Do I know my team well?
- I’m always trying to find what makes my sales reps unique.
- Do they have the skills to do this job?
- What was the situation that led to a particular SDR’s success?
If you can’t answer yes to these questions, then it might be time for an evaluation of your team.
You need to use your team resources responsibly and make sure that there is a perfect match between the task and each person.
Make sure the tech stack you use is tailored to your industry and that it matches the size of your company.
When you segment your accounts, it’s easier to direct the time and effort of sales reps and research teams.
When you’re creating content, it should be consistent and comprehensive.
Use social media to stay in contact with customers, and use it during the hiring process.
When it comes to communication, value quality over quantity. That way you can have an in-person conversation with your key prospects.
Know your reps, and position them to have the best chance at success. Give them a lot of responsibility.
Above all, remember that you need to put as much work into your account-based marketing strategy as possible.
You can’t just use every new trend or technique that comes out. You have to find what works best for you.
Account based marketing relies on three elements: technology and data, content creation, and sales executives.
The key to success is using these three elements wisely.
If you are constantly monitoring performance and the Technology-Team-Content mechanism is working well, your ABM leads tactic should work flawlessly.
Need Help Automating Your Sales Prospecting Process?
LeadFuze gives you all the data you need to find ideal leads, including full contact information.
Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following:
- A company in the Financial Services or Banking industry
- Who have more than 10 employees
- That spend money on Adwords
- Who use Hubspot
- Who currently have job openings for marketing help
- With the role of HR Manager
- That has only been in this role for less than 1 year
Want to help contribute to future articles? Have data-backed and tactical advice to share? I’d love to hear from you!
We have over 60,000 monthly readers that would love to see it! Contact us and let's discuss your ideas!