ABM Is B2B.

“Most organizations initially adopt an account-based strategy to improve critical business results, such as pipeline efficiency, retention, expansion, and customer lifetime value.

B2B IS NOT ABOUT LEADS! It’s about winning the accounts that you can serve the best, and that bring the highest value to your organization.

Pipeline acceleration: Coordinating between marketing and sales to create and maintain momentum during the buying cycle. Winbacks: Regenerating interest within an account where buying momentum has been lost. Key stakeholders: Demand generation, field marketing, marketing operations, and account executives.

The ultimate high-value accounts get the one to-one treatment. This is where you spend more resources and budget to tailor your content, but the payoff is much higher. The reason is that you’ve segmented to discover who is ripe for your solution, right now.

Why are all those leads getting stuck in pipelines like a bottle cap down the sink? The reason probably is that your engagement efforts aren’t reaching the right decision-makers, or your sales and marketing teams are out of sync.

Once your playbook is set up, it’s time to go after the money. Sales leadership should collaborate with top reps to come up with a series of focused plays, an index of great content, and clear personalization instructions so they can start a meaningful conversation with accounts.

From there, look at relationships. These are your engaged accounts, those that have interacted with your company in some way. Most of the time, it will be through a website visit. Several account-based analytics tools can link known and anonymous contact activity on your site to individual accounts.

Here’s a pro tip. Set up Google and social media alerts for your future customers’ competitors. There’s nothing that will blow your customers’ mind in a good way like alerting them to a problem they don’t yet know they have or showing them a solution that will get them ahead of what their competitors are doing.

Landing on the most appropriate engagement metrics doesn’t necessarily mean that every account that engages is sales-ready.