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Align Marketing with Sales for Better Account Engagement
In traditional demand generation, leads can come from all over a broad total addressable market (TAM). It’s a volume-driven approach focused on efficiency, where lead qualification plays a key role. However, in Account-Based Marketing (ABM), all the accounts on your target list have already been identified as high-potential, meaning they deserve extra attention. This shifts the focus away from strict lead qualification, which can sometimes disqualify valuable opportunities. When creating an ABM list, Sales and Marketing should be aligned on investing in specific accounts with high potential, and act swiftly when signals arise, rather than waiting for a perfect lead.
For Marketing to effectively support Sales, it must focus on driving engagement with these target accounts. This means moving beyond traditional tactics and identifying what strategies can truly make an impact. It’s crucial that Marketing works closely with Sales to understand the specific kinds of help that will have the most value and ensure that ABM efforts align with those needs. Without this alignment, Marketing’s work may not be recognized or appreciated by Sales.
How Marketing Can Drive Deeper Engagement
Leads alone won’t deliver the results ABM promises, and Sales cannot drive deep engagement with target accounts by itself. Therefore, Marketing must take charge of creating meaningful connections with these high-value accounts. Given that the target list is likely formed because prior marketing efforts didn’t fully engage the right accounts, it’s clear that standard demand generation tactics won’t suffice for ABM.
If Marketing simply applies its usual demand gen tactics to the ABM list, it risks missing the mark. Demand gen focuses on generating a high volume of leads, which doesn’t cater to the personalized, deep engagement needed for ABM. Instead, Marketing should focus on tactics that engage buying groups in a meaningful way, such as webinars, high-value offers (HVOs), and content that dives deep into relevant topics. These tactics not only provide value but also bring key stakeholders together, facilitating better interaction with Sales.
For ABM to succeed, it’s also essential that Marketing works with the Sales Development Representative (SDR) team to ensure alignment on how to engage these target accounts. Training and deployment strategies should be adjusted to support the new, deeper engagement approach.
How We Can Help
At MarketingVogue, we specialize in helping businesses engage their ideal customers with precision and impact. With our data-driven insights and expertise, we assist in building and executing ABM strategies that drive meaningful results. Our team works closely with you to identify the right accounts, craft compelling content, and engage key decision-makers effectively. Whether you’re refining your existing ABM efforts or starting from scratch, we’re here to support your success every step of the way.
This version should be easier to read and understand in about 3 minutes. Let me know if you need any further tweaks!
