How account based marketing (ABM) can increase your win rates

Surya Bollapragada

ABM is a highly targeted marketing strategy, where you direct your selling strategies toward the most meaningful, and important accounts

Does your sales strategy currently consist of just cold outreach to prospects?

While that may work for some industries, account-based marketing is a lot more effective for B2B companies that are maintaining high-value accounts. Intuitively, collaboration between sales and marketing can produce some of the most fruitful results. Those beneficial results are what account based marketing, or ABM, offers to salespeople.

So what actually is ABM ?

ABM is a highly targeted marketing strategy, where you direct your selling strategies toward the most meaningful, and important accounts. Taking an ABM approach allows you as a salesperson to save time, and focus on driving up win rates by working with accounts that only fit your ideal customer profile. That is, optimize your marketing strategies to target the accounts that fit your company the most, and ultimately reflect a sales team’s good performance. Essentially, ABM flips the traditional lead/inbound marketing strategies approach to sales on its head. Yet, as scary and non-traditional as it can sound, it is highly effective in increasing win rates because it offers a unique, personalized customer experience tailored to only the most fitting clients. Account based marketing is a business-to-business sales strategy and it's ideal for practically any sales team.

But, how can a sales team integrate this strategy?

First, you create a list of your most valued accounts, that is the ones you hope to retain and close a deal on. Then your sales team personalizes the customer experience for each of these accounts using a combination of marketing and sales strategies. This mainly includes using ABM technologies and tools that utilize non-traditional, targeted marketing and sales strategies to focus on certain leads at the company and the entire account. Traditional methods of ABM can also be used without any platforms, these activities can include webpage personalization, direct mail, webinars, events, and more. However, ABM technologies can also be used at scale, thus increasing the efficient allocation of the marketing budget. ABM accelerates and enhances the sales process while increasing your win rates, and it may be time for you and your sales team to take a closer look at this innovative strategy.

Stakeholders in a deal

To implement a successful ABM strategy, frontline teams should follow three key steps:

Select key accounts that you are planning to target

This doesn't mean finding the company that generates the most revenue. This means finding a client who will be a repeat, ongoing, customer and one with a lot of potential for growth.

Align your sales and marketing teams on an ongoing approach

If your marketing team is generating leads that the sales team doesn’t follow up on, then there is a major alignment issue. To realign your teams create common goals and strategies that both groups should jointly meet. Delegate actual tasks and responsibilities for both departments, and in that process also begin looking at sales as a revenue cycle rather than a traditional funnel that keeps these two teams divided.

Ensure your sales tech stack has right capabilities

When you’re conducting a sales call, you and your sales team should focus on listening to the client to build a concrete relationship. Account-based marketing strategies will be futile if you or your sales staff are distracted by the pressure to perform your best while taking notes, creating a meaningful relationship, and remembering everything important about the meeting. That’s where a platform like Flyte comes into play. Flyte records and transcribes your sales call to generate unique insights into the quality of your team’s sales calls. Additionally, Flyte flags the key takeaways from each sales call such as repeated mentions of certain customers or products, giving your sales process a competitive edge.

Platforms like Flyte can help your sales team cultivate meaningful client relationships. Flyte’s advanced AI captures the most important bits from your sales calls, and helps you understand stakeholder personas.

To learn more feel free to book a demo with us using this link.

Keywords: AMB, Account Based Marketing, Sales, Outreach, Tech Stack, Marketing, Accounts

Top features for client conversations

  • Store - Ability to record and search meeting notes within Flyte or through Slack so that you can quickly access and view your notes whenever, wherever.
  • Sort - Ability to sort notes based on speakers, topic or length makes it super easy to customize as you want.
  • Share - Ability to share notes with team members or customers to keep the business moving forward, saving time and energy.

Use Flyte! Our voice recognition technology helps business professionals take impeccable meeting notes and capture action items and insights from every call. You get actions and questions that keep you focused and in control, meaning your customers stay happy and engaged. No more paper-pushing and manually delivering actions.

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