Marketers target the most important prospects with cross-functional plays designed to drive meetings, and frequently send a unique gift as the core of the orchestrated play. The hope is that the gift will stand out to the prospect and they will agree to a meeting. With 87% of top-performing account based organizations using meeting plays, that’s a lot of iPads, drones, and bottles of wine shipped to corporate executives. Corporate gift policies—and the sheer volume of such gifts—can limit a marketer’s ability to be effective with this approach.
Marketing teams look for ways to improve results with every program. Marketers can accomplish that goal with an orchestrated program that leverages multiple channels and functions to meet a specific objective for a specific list of target accounts. These programs do not replace existing always-on marketing programs—whether account based or demand generation—but instead create greater impact with stronger results, more focused messaging, and better calls-to-action.
More and more organizations are adopting and leveraging an account based strategy to drive business growth. Therefore, organizations must identify the most impactful activities for an account based strategy and align internal expectations around the expected outcomes.
The key objective of every B2B company is revenue growth. With this in mind, one would think organizations would capitalize on any available advantage to increase the percentage of deals that close. Creating an Ideal Customer Profile (ICP) is just such an advantage, and it provides a number of other benefits.
Account-Based Technology is a market that has grown significantly in the past two years. Marketers are planning to broadly adopt data and technology tools that support Account-Based, and for good reason: today’s solutions are making Account-Based more scalable than ever before. Yet many marketing organizations are still in the early stages of their Account-Based journey.
Every day we talk to organizations in various stages of adoption of account-based. In 2017, we are seeing account-based quickly mature, with many organizations putting dedicated account-based resources in place in both marketing and sales development.
Over the last year, account-based go-to-market strategies have become the hottest topic in B2B sales and marketing. This shift is occurring as sales and marketing leaders realize the shortcomings of traditional, volume-based, lead-centric demand generation programs. While these programs have, in some cases, delivered a large number of leads to sales, key strategic metrics, such as close rates and lifetime value, have not met expectations.