ABM Strategy

How Being Genuine in ABM Closes Deals

SUBTITLE GOES HERE

TLDR:

Walking in a customer’s shoes will help in understanding their struggles better, which builds authenticity. Being authentic is central to closing deals.

Generally speaking, being sold to is an uncomfortable experience. Uncomfortable for the sales rep trying to meet their quota, uncomfortable for businesses who’ve never encountered them before. 

These businesses aren’t familiar with those random sales reps peddling solutions. And because they don’t know them, they are not likely to buy from them.

What’s missing from the sales equation here is trust. But how is trust gained among B2B accounts? The answer is simple. Use Account-Based Marketing. 

ABM fosters an intimate relationship between a marketer and their accounts. Implied in the word, “intimate” is an ingrained sense of time spent becoming acquainted with someone. This means to practice ABM is to really get to know your target accounts—to truly understand them.

Given that there is no formula or criteria to follow in order to gain trust, it can be difficult knowing how exactly to obtain it. The hidden benefit of ABM is the acute ability to develop a sixth sense about what your customer needs. Being able to help a business in their time of need takes effort. 

The effort marketers exhibit goes a long way to building that trust. So now the question is how can marketers show that they’ve put in effort to engage their target accounts? 

Be genuine—that is, engage them on their terms.

Specifically, to have the appearance of being genuine, marketers want to begin by listening and offering feedback based on what they hear. If marketers can help target accounts in any way by expanding their network, it helps build trust by connecting the target account to someone who can help them.

This is a lot of work for one account, let alone hundreds. Luckily, this process of gaining trust can be automated with this purpose in mind.

Such automation may appear in the form of Google alerts to notify marketers about news that’s happening with companies and the buying committees in them. This way, marketers can know about these developments in real time and follow up later in their CRM. Social media alerts are also great, too, for getting to know a business’s questions, interests, and concerns.

Marketers showing they care about their target account(s) would also involve setting up Google alerts and social media alerts regarding the competition of their target account(s). Because these alerts happen in real time, as soon as marketers get ahold of this information, they can share it with their target account(s). 

Original article from Terminus on 14 February 2019. 

The ABM Journal

The ABM Journal was created because we got tired of sifting through all the noise about ABM and wanted to gather only the very best and useful Account-Based Marketing information in one place. In addition to our own research and insight, we aggregate executive level summaries, insights and takeaways—along with some of the top ebooks and other resources available.

Leave a Reply

Your email address will not be published. Required fields are marked *

Related Articles

Back to top button
Close