There is a no denying the fact that understanding your buyers helps you to sell more. The more you know about them and their needs, the easier it is to identify opportunities to sell and resell.
A B2B typical setup is defined by fewer accounts, big deal sizes, and longer sales cycles. There are multiple stakeholders involved in the buying decision, which makes the whole process very complex.
To deal with this complexity, Account Based Marketing (ABM) has gone beyond a buzzword and has been termed as the next big thing in the marketing space. The basic spirit of ABM has been always present, just that it never had a name before.
All the customized content and programs in the world won’t deliver pipeline if you’re focusing on the wrong account. A successful ABM strategy starts with identifying the right account and understanding the needs of key stakeholders, involved in the buying process. Marketers never had the ability to zero in at the level of precision they are capable of today.
The level of ABM implemented in your organization will completely depend on the nature of your market. In the next section, we will explore steps to compile your target list and what you should consider while shortlisting them.