Nearly 75% of organizations believe they havent achieved the goal of aligning marketing and sales. Here, we will discuss about account based prospecting.

Maybe the real issue is that there are too many people in these positions who dont want to be here.

Marketing needs to figure out how it can scale account-based programs, and do so in a coordinated way with Sales. This will be easy if they are both on the same page.

Im going to share with you a system for account based prospecting that will get real results. We’ll cover:

  • There are many steps to take in order for an account-based program to be successful.
  • ABM maturity model
  • The best outreach is the one that has a specific, relevant message.

I want to start by explaining what account-based marketing is.


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
Just to give you an idea. 😀

What Are Account Based Prospecting Strategies?

Account based prospecting strategies are personalized, multi-channel and high value opportunities. They can be either new or existing customers.

Many companies have claimed to be doing account-based marketing (ABM) or automation, but many can’t even spell it.

But ABM is not just a tactic, it’s an entire strategy.

I am reading a guide about account based prospecting.

A strategy is useless without the appropriate tools to support it.

7 Steps To Successfully Scale Your Account Based Prospecting Programs

Processes are important for scaling a business. The more successful businesses have processes in place.

Account based prospecting journeys usually follow the following process:

1. Select accounts: Align Sales and Marketing around a list of high-potential target accounts and tier them according to entitlements.

2. Identify people: Determine the purchasing contacts for your key personas within the account, depending on your ideal buyer profiles.

3. Develop account insights: Discover what matters at each account to ensure that your interactions are meaningful and resonant.

4. Generate account-relevant messages and content: Create or adjust material and messaging to reflect your account insight and to be precisely targeted at each account’s buying teams.

5. Deliver account-specific interactions: Manage targeted, personalized conversations for each customer.

6. Coordinate interactions into account-focused plays: Synchronize interactions with goals and plans of the accounts.

It’s important to measure the success of ABM, so you can see what has been working and what hasn’t.

In my experience, lead gen forms are a bad idea. They’re not worth the time or money that they cost.

ABM is a strategy that helps businesses to build relationships with prospects and make sure they are successful with customers.

Marketing and Sales can work together without one side feeling like they’re being taken advantage of. Marketing coordinates the touches that are executed by front line teams, while sales maintains control over their high-value accounts.

Programs must be both long-term and short term.

  • Targeted lists of customers and prospects, not huge undifferentiated ones.
  • A personalized approach to conversations is more effective than a one-size-fits all script.
  • Researched driven by research rather than just LinkedIn
  • Multi-channel marketing is about using all the available networks to reach as many people as possible. You don’t want to use spamming or other shady tactics.
  • Integrated is the idea of using marketing and other departments to create a cohesive plan.
  • Relevant to the customer in question
  • A customer’s relationship with a company should be lifelong, from the moment they’re acquired to when they become an advocate.

ABM Maturity Model

The more advanced your ABMABS strategies are, the more orchestration and coordination is necessary.

Engagio thinks of diversity as a strategic advantage.

account based prospecting

The first level of the game is to send a simple email.

I will send a series of emails to one person.

I use this strategy to get the person’s attention and make sure they know about my product.

Level 4 is when you have multiple people and teams sending touches across channels.

Level 5 plays are the most difficult to orchestrate, but they can be used when you want two or more people at an account interacting with each other across multiple channels

The best account-based programs are personalized and have a high level of engagement.

Hint: Its about engagement.

The Most Valuable Outreach Wins

All of this is great, but it doesnt mean anything if the content you use isnt effective. So first let’s take a look at what kind of message to send in an initial cold email outreach and then we’ll talk about how to follow up after that.

Initial Cold Outreach Content

When you’re first reaching out, what matters is why. You need a credible reason to touch base with someone.

Once you’ve found a potential customer, the most effective way to get their attention is by using an event that will trigger them into talking with you. For example, if your new client just launched a product or service then this would be the best time.

For example, job changes are a strong motivator for people to change their careers.

I recently read an article by Craig Elias, author of a book about sales called SHiFT! He said that when it comes to the trade between vendors in different industries and regions, 28% is triggered by changing account managers.

Combining a data-driven approach with artificial intelligence can be an effective way to hire diverse candidates.

There are two types of events that can trigger a lawsuit.

  • Organizational trigger events
  • Personal trigger event

When an organization changes, it can trigger a personal event for someone who interacts with that change.

Some of our reps have found that personal events, which are more powerful and effective for them personally, tend to rank higher on the list.

Ive been using a CDP to improve account-based selling.

When to use a play are triggered by these events:

Organizational Trigger Event

  • Job postings
  • Funding announcements
  • The 10-K filing is a document that publicly traded companies have to file with the SEC.
  • New product announcements
  • They’re using a similar product to mine.
  • Usage (e.g., if someone logs in once a week)

Personal Triggers Events:

  • Promotion or new role
  • Published content
  • Attended event
  • When you show someone a webinar, they’ll be more likely to interact with your content.
  • One of the most important parts about a company’s success is that it has to engage with their audience.
  • The number of times a keyword is tweeted about on social media.

If youre in an account and dont see any opportunity, it might be time to start looking for other ways into the company.

Door openers are a way to build trust and rapport. For example, you can use your shared interest in the same college or sports team as an ice breaker when meeting new people.

Follow-up Content

If you want to be seen as a pest, keep following up with people who have ignored or rejected your offer. You can also come across this way if the content of what you send is not relevant and personal.

John Barrows, a famous sales trainer and author of “The Sales Survival Handbook,” said in an interview that

Touching base and checking in are two of the most meaningless phrases for salespeople. If there is no reason to call, then it means that I don’t need to talk.

Barrows suggests that you should lead with “The reason for my call is…”

When youve got a sentence that can’t seem to finish, dont email it.

These are four reasons that make following up with a prospect seem like the right choice.

When you’re selling a product, make sure to show the customer what they’ll get out of it. Address their fears and frustrations or wants and aspirations.

75% of executives are willing to read unsolicited marketing materials, so share a different way they can approach their problems or an innovative idea for how they could reach their business goals.

Provide a piece of valuable content that you’ve been given. It can be anything from an ebook to webinar or case study.

Stay on top of the latest trends in your industry, and youll be a trusted expert to those who are interested.

Personalization

The most common question we get about content is how much personalization should be included.

Personalization is great, but its not always scalable.

In my experience, the personalization of an outbound approach is a huge factor in how successful it will be. I’ve found that there are many different strategies to tailor your message according to the market and persona.

We need to personalize our messages, depending on the importance of the contact. The more important they are and their position in an account’s company hierarchy, the less we want to use templates.

  • Tier 1 is a more personalized service with less templating.
  • Tier 2: Personalized, perhaps using the 108010 approach: Customize the first 10%; Use a template for 80% of your work; and customize only what’s necessary in that last 10%. Article: The company is also looking to hire 45 new employees this year.
  • Tier 3: Customized rather than personalized (e.g., targeted to their industry and persona, using the employee’s name)

When youre writing an email, your goal is to make sure they feel like it was written for them and not a bulk mailing.

To get people to feel like theyve been thinking about them, you need to make it seem obvious.

ABM Success = Technology + You

Technology can help you create more templates and send outbound emails, but it lacks the human touch. You need to incorporate personalization with this.

Technology should make your job easier, not replace you.

Do you have a strategy for ABM? What are your best tips to connect with target accounts?


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
Just to give you an idea. 😀
Editors Note:

Want to help contribute to future articles? Have data-backed and tactical advice to share? I’d love to hear from you!

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Justin McGill
About Author: Justin McGill
This post was written by Content at Scale, a solution that uses AI + a team of optimization specialists to publish hundreds of high quality, SEO optimized content straight to your blog. It’s the first and only solution that allows you to truly scale content marketing.