Conquering Tech Sales with ABM
Selling high-value technology solutions to new B2B accounts can be daunting. Reaching the right decision makers, engaging their attention, educating the buyers and differentiating your offering from the competitors - particularly in a crowded market, can be tough.
And time consuming!
Within every key account there may be a committee of decision-makers. Each with their own unique goals, challenges and priorities.
They may be may be hesitant to embrace new solutions because of time constraints, ingrained preferences, complacency or fear of change. Especially where safety and mission critical aspects are involved.
Buyers may also be tied to mature supplier relationships, or locked into complex procurement frameworks, both of which create barriers for new business to overcome.
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But sales teams can navigate lengthy and complex B2B tech sales cycles with a targeted, informed and personalised approach. One that gets closer to the customer than ever before. Adding value at every stage of the sales lifecycle and beyond. This is Account Based Marketing [ABM].
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ABM is a strategic marketing approach, based on a strong collaboration with sales. It can help you:
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Identify and engage your target audience by developing personalised outreach campaigns for buyer personas.
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Generate more qualified leads by targeting your marketing efforts at the decision-makers at your target accounts.
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Shorten your sales cycle by aligning your sales and marketing teams and providing them with the insights and tools they need to close deals faster.
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Increase customer spend and lifetime value by building stronger relationships with your customers and providing them with the value-added content and experiences they need to succeed.
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Turn your customers into brand ambassadors by creating customer loyalty programs and advocating for your customers on social media and other channels.
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FRIELLE can help you achieve all of these goals by applying a combination of ABM techniques, such as:​
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Target account selection
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Account mapping across geographies/sectors
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Buyer persona development
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Personalised outreach and engagement
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Clarifying customer needs
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Lead nurturing and qualification
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Sales enablement
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Customer relationship management (CRM) integration
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Managing and reconverting, lapsed customers
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Account-based marketing reporting and analytics
