Webinar: Leveraging Account-Based Marketing and Account-Based Sales in the Enterprise
What is Account Based Sales & Marketing
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Transcript of What is Account Based Sales & Marketing
Go to market resources @ fourquadrant.com
Go to Market Strategy – Account Based Sales & Marketing
Go to Market Strategy – Account Based Sales & Marketing
Go to market resources available @ fourquadrant.com
What is Account Based Sales & Marketing
• Account Based Sales and Marketing is a strategic approach to B2B market penetration that integrates the sales and marketing go to market process.
• Most B2B organizations cast a wide net and then try to sort through the catch for qualified sales opportunities.
• While this approach does not require a great deal of sophistication to spend dollars and execute marketing programs, it is highly dependent upon “figuring out what’s good” after the fact.
• A lot of finger pointing occurs between sales and marketing in this approach as the sales pipeline is frequently inadequate to meet or exceed sales targets.
Go to Market Strategy – SaaS Benchmarking Stats
Go to market resources available @ fourquadrant.com
Go to Market Strategy – Account Based Sales & Marketing
Go to market resources available @ fourquadrant.com
What is Account Based Sales & Marketing
• At the heart of account based sales and marketing is segmentation.
• Account based sales and marketing requires the sales and marketing teams to work together to develop an upstream strategic sales and marketing plan that targets prospects that have a high propensity to realize value from the offering.
• In this approach, marketing can only generate an MQL.
Go to Market Strategy – Account Based Sales & Marketing
Go to market resources available @ fourquadrant.com
Benefits of Account Based Sales & Marketing
• Fishing in a barrel – every company identified and included in the prospect database meets specific criteria that is aligned with targeted named account lists.
• True alignment and focus between sales and marketing – i.e. they are both focused on the same end goal — engaging with a prospect with a high propensity to purchase.
• A systematic and methodical approach to penetrating the market by bringing to closure each targeted company.
• Efficient and effective marketing spend as dollars are channeled to the targeted list of companies the sales team is focused on penetrating and on nothing else.
• The buying process is documented, providing a tight framework for the persona development and content marketing.
Read the full post at
https://www.fourquadrant.com/account-based-sales-marketing/
Go to market resources @ fourquadrant.com
Go to Market Strategy – Account Based Sales & Marketing
