search.noResults

search.searching

saml.title
dataCollection.invalidEmail
note.createNoteMessage

search.noResults

search.searching

orderForm.title

orderForm.productCode
orderForm.description
orderForm.quantity
orderForm.itemPrice
orderForm.price
orderForm.totalPrice
orderForm.deliveryDetails.billingAddress
orderForm.deliveryDetails.deliveryAddress
orderForm.noItems
SALES STRATEGY


How to Enable Account-Based Sales with Personalized Content Experiences


RANDY FRISCH


If your sales strategy already includes account- based marketing (ABM) and account-based sales (ABS), then providing personalized content expe- riences can help marry your ABM with your goals around ABS. Here’s how.


ALIGN


ABM practitioners quickly learned that aligning marketing and sales was one of the foundational ele- ments of success. The two depart- ments could no longer operate in their own little happy worlds and pretend the other didn’t exist; they had to align for excellent outcomes. Well, it just makes sense that the same is true with ABS. Luckily, your sales and marketing teams should already be past their awkward small- talk stage and into something more friendly and collaborative.


Beyond regular discussions about strategy and how to support one another, however, marketing needs to recognize its key role in ABS. This role, boiled down, is to empower the sales team with the right con- tent – and trust them to distribute it thoughtfully and relevantly. This level of alignment will help your sales team convert more customers, improve those relationships (and retention), and drive revenue.


The two teams should also align


around all prongs of the content ex- periences they’ll deliver, including:


48 | SEPTEMBER/OCTOBER 2021 SELLING POWER © 2021 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.


• Personalized content assets • Tailored calls to action (CTAs) • Customized content experiences (to house content assets or hub items and CTAs)


• Targeted email campaigns


PERSONALIZE Since we’re talking about “personal- ized content assets,” we need to make sure we’re all on the same page about what that means. It’s not just merging fields or, “Hi, <FIRST- NAME>!” At this stage of the game, your buyer expects you to know their name, role, company, and industry. They also expect you to know the problem they’re looking to solve, and to give them relevant content helping them do that. This is personalization. Sometimes people wonder how you can personalize at that level with limited resources. But this is some of the beauty of ABM and ABS. You’re


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53