A Short Guide to ABM Engagement: Sales Strategy
This is Part 1 of a three-part guide exploring common challenges organizations face on their ABM (Account-Based Marketing) journey. In this section, we’ll focus on the role of Sales, while Part 2 will cover Marketing, and Part 3 will dive into Sales Development.
Sales Engagement in ABM
At Marketing Vogue, we talk a lot about Account-Based Marketing (ABM) because we’ve seen firsthand how effective it can be in driving revenue from a defined set of target accounts. However, we also see many organizations struggle with implementing ABM successfully. A lot of the fundamental concepts are applied inconsistently, and as a result, ABM programs don’t always achieve the desired results.
Creating More Opportunities in Target Accounts
In a traditional demand generation model, Sales is responsible for qualifying leads generated by Marketing. This system works well when there’s a high volume of leads to process. However, ABM is different. With ABM, the focus is on a smaller, highly-targeted list of accounts. These accounts are chosen because they’re deemed to have a higher potential value, but they’re not going to generate a large volume of leads.
Sales needs to focus on quality, not quantity. Instead of simply processing leads quickly, ABM requires a more thoughtful approach. Sales should work closely with Marketing and Sales Development Representatives (SDRs) to create and uncover more opportunities within the target accounts. Rather than just waiting for meetings to be set, Sales needs to proactively identify the key decision-makers, understand their pain points, and begin building relationships with them.
Creating more opportunities in target accounts requires deep insights into the buying centers within those accounts. Sales needs to have the right tools and data to understand who’s involved in the decision-making process and what matters to them. Rather than relying on SDRs to set meetings, Sales should use this information to dig deeper, find opportunities, and guide the conversation.
Moving Beyond a Leads-Based Approach
For ABM to truly succeed, both Sales and Marketing must move past a traditional, leads-based mindset. Focusing on leads alone is not enough to drive the desired results and can even hinder ABM success. Sales leadership needs to recognize this shift and encourage the necessary changes in how teams approach target accounts.
Re-orienting Sales Around Buying Centers
In ABM, the focus shifts from individual leads to buying centers—groups of stakeholders involved in the purchasing decision. Sales needs to be equipped with technologies and data that provide insights into these groups. For example, intent data can help Sales understand what specific topics are resonating with the different members of the buying team.
With this intelligence, Sales and Marketing teams can tailor their outreach to engage each member of the buying center more effectively, leading to higher-quality conversations and better outcomes.
Evolving Sales Approaches with Better Insights
Even with better insights, Sales still needs to evolve its approach to selling in an ABM model. Traditional sales motions may not be enough to drive momentum within target accounts. Sales will need more support from Marketing and Sales Development to effectively engage with the buying center and stimulate buying activity.
One key tactic in this process is the creation of “High Value Offers” (HVOs). Unlike traditional sales meetings, HVOs are proactive engagements designed to provide real value to the buying center members. These offers should be built on insights into the specific needs of the account and demonstrate how your solution can address those needs. Collaborating across teams—Sales, Marketing, and SDRs—is essential to build a sustainable process for delivering these high-value engagements.
How We Can Help
At Marketing Vogue, we specialize in delivering actionable insights that help organizations navigate their ABM journey. We combine deep data analysis with expert guidance to ensure your ABM strategy is effective and tailored to your specific needs. If you’re looking to take your ABM efforts to the next level, reach out to one of our representatives today. We’re here to help you create and execute a winning ABM strategy that drives results.
