As Marketing Automation becomes best practice for B2B organizations as an effective way to amplify leads and nurture existing relationships, more attention is being paid to Account-Based Marketing (ABM). In-depth strategic plan to identify and target a relatively small number of key accounts with personalized messages aimed at expanding and nurturing relationships within those organizations. In other words, ABM complements Marketing Automation by digging deep and “manually” into a specific universe of identified accounts.
Much has been write about what ABM is and how to execute it. BBN has a white paper on the subject Click Here. But do you know there is a “hidden value”? A solid ABM strategy offers organizations a unique opportunity to foster the integration of their Sales and Marketing departments.
There are many reasons for this: first, ABM is a collaborative strategy. It requires Sales and Marketing to work together not only in identifying the accounts but also in defining and executing the tactics mix (for example, the sales team create a specific one-to-one email, and Marketing developing a customized business case for each client). Second, in the process of creating an ABM strategy, both teams will share their goals and challenges. In doing so, they allow each other to build empathy. Third, because ABM is a granular strategy, it requires a level of detail that is not usual shared in their day-to-day interactions.
In other words, by ABM requiring integration by design, it offers organizations a unique opportunity to develop capabilities that can transcend to different sales and marketing practices, contribute to competitive advantage, and maximize value creation potential.
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