Is account based marketing the same as outbound sales? Well in short, no. Outbound sales is a tactic used at the sharp end of an account based marketing program to deliver the sales. As Craig Rosenberg accurately puts it ‘One meeting with an account is just the beginning – not the end – of an account-based marketing program’.
If we typically just use outbound sales as an account based approach, we’re always on a hiding to nothing. Being objective, I’d ask questions like:
– How was that list created? What intelligence went into it? Was it just Fortune 50? If so, how many other companies do you think are going after them and how evolved do you think their approach is?
– What touches have those accounts got before you pick up the phone to them and what are you doing to engage them in the background?
– How are you working with marketing to deliver personalised messaging to them?
– Who do you think the decision maker is and how engaged are you within the DMU?
An account based approach now is much more than just building a list and creating a specific plan for each. It’s about using the different technology available to target accounts on scale giving you direction on who to focus those key 1:1 relationships with.
However, this can take time, start small and work your way to that. A basic four steps to creating an account based marketing program:
- ABM requires a truly coordinated effort between sales, sales development, marketing, and executive staff
- ABM requires deep account profiling shared between internal account stakeholders
- Marketing runs a steady mix of campaigns into ABM accounts
- Marketing creates customized, account-specific programs