In the shows of our youth, Super Friends, Power Rangers, Captain Planet, the combination of team forces was what it took to beat the bad guys. Without coming together, our heroes would have suffered great defeats. This is the same perspective to use when looking at Account-Based Marketing (ABM). You need your sales team and marketing team to align forces to make ABM effective. Without each team supporting each other and being in sync, you aren’t going to get the account conversions you are looking for.
This may require an organizational shift as well as a change in technology within your company. Done correctly, ABM will have the ROI that you seek. As the Marketing Insider Group points out, there are sales roles in Account-Based Marketing and there are marketing roles in ABM. The sales team lays the foundation by identifying target accounts and the details needed to create the marketing persona. Your marketing team can then determine the right content at the right time on the right platforms. But it doesn’t end there! Marketing launches its plan and sales responds and follows up. It can be difficult to institute this change if your sales and marketing teams are used to working separately, or, if you are a small business, you may not even have these teams.
La Magra Consulting, LLC would love to partner with you to facilitate and be an active element of your shift from traditional B2B lead generation marketing to account-based marketing. Contact us today for a complimentary consultation so that we can activate our Wonder Twin Powers to assist you in making your business grow.