Aligning marketing and sales teams can help drive better results from ABM efforts

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 03, 2020, 4:09 PM UTC

When appropriately deployed, ABM can help deliver higher conversion rates, faster sales cycle and more qualified leads.

Marketing and sales departments should work together to identify the accounts that are most likely to convert to get the most out of ABM. Businesses should make sure that both departments use the same lead qualification and scoring systems, which are backed by data.

Collaboration between both the teams can help create better buyer personas, more personalised content and allow for enhanced targeting. Marketers should also involve sales professionals in the content creation process by inviting them to share inputs about consumer pain points and expectations.

Before measuring, monitoring and analysing marketing efforts, all metrics should be discussed between both departments to make informed decisions. Further incorporating ABM in all marketing channels can help drive better results.

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