Account based selling is becoming the go-to strategy for businesses looking to accelerate their revenue growth. The process requires an alignment between your sales, marketing, and customer success teams, and depends on your sales team to create a personalized outreach strategy that addresses the pain points of decision makers at each company.
Steps to Executing an Account Based Selling Approach:
Align Your Sales, Marketing & Customer Success Teams
Account based selling isn’t just limited to your sales team. It’s a unified approach between your sales, marketing, and customer success teams.
Sales should be responsible for putting an emphasis on building personal relationships with contacts within key accounts rather than going right for the hard sell. Your sales team should act as a resource for prospects throughout each phase of the funnel and provide them with the right content, such as data sheets, whitepapers, customer case studies, and anything else that supports their purchasing decision.
Marketing should support these efforts by building out targeted campaigns to support the key accounts sales is going after. It’s their job to nurture the people within these accounts with relevant content until they’re ready to buy. The marketing team also needs to assure the sales team is armed with relevant content to help them with their prospecting efforts.
Customer success is there to provide support once a deal is closed. Their job is to make sure customers are trained properly and getting the most out of your solution as possible. Providing these accounts with a great customer experience will help when it’s time for renewal.
Analyze & Understand Your Existing Data
Your contact data is the core of an account based selling strategy. It’s the information hub across all departments at your organization. Not only does it tell you which key accounts to target, it also impacts your organization in many ways. Here’s how:
- Improves lead routing
- Ensures no two reps are going after the same account record
- Creates one point of contact for prospects if they have questions or need support
- Provides managers with better insight as to individual performance and account penetration
With an account based selling strategy, your B2B contact database needs to be organized at the account level. It also needs to be accurate and actionable. Without an updated database, you risk executing an account based selling strategy around incomplete and inaccurate data, which won’t drive great results and will waste more time and money than anything else. Ensure you’re working with a complete dataset by updating it on a regular basis.
Know Your Target Market
To implement a successful account based selling strategy and standout from the competition, you need to know as much as you possibly can about your target accounts. Do your research and really understand if these accounts should, in fact, be doing business with you based on their problem and the solution you offer. This also emphasizes the importance of working with a complete dataset.
Execute Personalized Outreach Campaigns
Leads who are nurtured with targeted content produce a 20% increase in sales opportunities (source: Aberdeen). That being said, personalized messages are critical to catching the attention of decision makers. Keep in mind multiple people are involved in the decision making process at each company, which requires different types of messaging for each role. Your messaging needs to resonate with each person involved in the decision process, so sending the same message to everyone won’t be effective.
Additionally, your marketing team needs to help identify different channels contacts within the key accounts are on and hit them at all angles. Doing so sets your sales team up for more successful buyer conversations down the line. By the time sales reaches out to these accounts, they’ve already been exposed to your company and marketing campaigns.
ZoomInfo’s Growth Acceleration Platform can help your organization execute a successful account based selling strategy by ensuring you’re working with an accurate and actionable contact database. Contact ZoomInfo today to learn more.
Originally published by ZoomInfo on February 29, 2016.