B2B sales means playing the long game. Identifying good-fit accounts is just the first step. You also have to reach decision makers and influencers within those accounts and move them all to the same conclusion — that your product is the obvious choice. But that takes the right strategy and the tools that can implement it.
Going from lead-based marketing to account-based marketing (ABM) takes a close partnership between marketing and sales teams and a platform capable of executing on complex buying journeys. For businesses looking realise the growth potential of ABM, they need a system that smartly combines data from both sales and marketing applications, so marketers find high-value accounts and target specific personas and buying groups with personalised content. And they need have a sophisticated lead scoring model that let them know when it’s time for marketing to step back and for sales to step in.