Sales and Marketing. For as long as mankind has been around, we have been exchanging goods and services for something in return. That is known as a sale – How you get that sale is known as marketing. Throughout the ages, the two have grown together in an inseparable relationship, with one relying on the other to flourish. From deals being barked out on the street, to the current day where many transactions happen in silence through a screen, both sales and marketing have adapted to the trends of our culture. With the advent of a digital platform like Salesforce, many businesses are attempting to automate as many aspects of their sales and marketing as possible. What this has led to is the start of a seemingly new trend in the B2B world known as account-based marketing.
This burgeoning trend might seem like something completely new and foreign to many, but the truth is the practice has been around for a long time. There are more than a few articles around that reference the “Madmen” era 60’s as the decade where marketing was first done with a company focus. In those days, a small army of corporate personnel would be assembled to secure an account, with ad-men schmoozing individual client contacts in hopes of closing a deal. Unfortunately for those ad-men, their tactics didn’t stick around. Fortunately for you, the methods of ABM has changed – wining and dining has given way to clicking and typing.
With this iteration of ABM, marketing and sales teams focus on specific target accounts to win, dedicating entire campaigns toward a single company. The whole process takes place within the ecosystem of Salesforce, where automation is king. The simplest way for leads to be generated is through a website, with a form or an ad, where a basic picture can start to develop for a lead. Those leads are then tied together with contacts, and more importantly, accounts, through the technology stack at your disposal: lead-to-account matching, auto-conversion, and round robin assignment, to name a few. When leads are matched with accounts, sales reps and managers have the knowledge of which names to focus on for their target account. It’s really a big picture way of looking at accounts – instead of focusing on one individual, you have the ability to see everyone tied to that company, from big decision-makers to end users.
In the past 5 years or so, ABM methodology has seen a huge upward trend. Numerous SaaS companies have adopted techniques, and more players are popping up offering their tools to optimize the ABM experience. As time goes on, we could see ABM being the bread and butter for many organizations. We’re riding the peak of the wave, so why not join us here?