How can you find the best ABM platform to personalize your sales outreach?
Account-based marketing (ABM) is a strategic approach to business marketing where your company treats individual prospects or customer accounts as markets in their own right. This means crafting personalized campaigns designed to resonate with each account, increasing the likelihood of a successful sale. To enhance your sales outreach, finding an ABM platform that fits your unique business needs is essential. It should help you identify valuable prospects, tailor your messaging, and automate processes to increase efficiency and effectiveness.
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Jan◾ MastnyDelivering growth & partnerships | Negotiating wins | Renewable business accelerator | Business development with…
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Sheraz AhmedBusiness Development Manager | Lead Generation Specialist | Email Marketing Pro | Inside Sales Specialist | Business…
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Olivier RIVIEREManaging Partner | Sales Acceleration & Transformation | Key Account Management, Complex Sales, Sales Management |…
Before diving into the vast sea of ABM platforms, clearly define what you need from the software. Consider your business size, the complexity of your sales cycles, and the level of personalization you aim to achieve. You need a platform that not only fits your current needs but also has the scalability to grow with your business. Ensure it integrates seamlessly with your existing CRM (Customer Relationship Management) tools and marketing stacks to maintain a cohesive workflow.
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Preparation is 80% of problem solving. Definition of needs fits to preparation well. Make sure to define your expectations. If you don´t know what you want to reach, how do you want to reach it? Adoption of software solutions is typically an uneasy process within a company. Make sure to do it right on the 1st try, otherwise it will become your pain.
Once you've outlined your requirements, begin researching which ABM platforms align with those needs. Look for platforms that offer robust analytics, as understanding the effectiveness of your campaigns is crucial. You want a platform that provides detailed insights into customer behavior and engagement. This data will allow you to refine your approach continuously and truly personalize your outreach to each account.
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Once again, a weirdly formulated question (when will LinkedIn AI be capable of asking smarter questions?). In this question, what does "sales outreach" mean? If it means reaching out to all your target accounts, then it is about one-to-many ABM, which in fact is the latest avatar of marketing automation combined with a refined definition of Ideal Customer Profile(s) and purchase trigger events. If, on the contrary, "sales outreach" means focusing on a smaller and better defined set of target customers (existing ones or new ones), then we are in the space of true ABM, one-to-few or even one-to-one. Depending on what you need, digital automation combined with ICPs, or true ABM, your list of required key features won't be the same.
When evaluating ABM platforms, scrutinize their features to ensure they align with your goals. A good ABM platform should offer account selection tools, content personalization options, and campaign orchestration capabilities. It should facilitate targeted content delivery across multiple channels, enabling you to reach your prospects through their preferred medium. The ability to track interactions and engagement across these channels is also vital for a nuanced understanding of your accounts.
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Features of the software need to meet your expectations. We get back to the initial phase. Once we know what our target is, we can define the features which will be important for us. Make sure to select the right feature mix, so you don´t pay for something, what is out of your use. At the same time, make sure you don´t realize, that some of the important tools are missing. Add-ons would be expensive and headaching...
Usability is a key factor in the adoption and effectiveness of any ABM platform. You want a user interface that is intuitive and requires minimal training for your team. If the platform is too complex or cumbersome, it could lead to frustration and underutilization. A platform with excellent customer support and training resources can significantly enhance its usability, ensuring your team can leverage its full potential.
Before making a final decision, check references and reviews from other users who have implemented the ABM platforms you're considering. Their experiences can provide valuable insights into the reliability, customer service, and actual performance of the platform. Don't hesitate to reach out to these users for first-hand accounts, as this can be one of the most informative steps in your selection process.
Finally, take advantage of trial periods offered by ABM platform providers. A hands-on experience will give you the best understanding of how well the platform suits your business. During the trial, pay close attention to how the platform handles data, integrates with other tools, and improves your team's efficiency. The trial period is your opportunity to ensure that the platform delivers on its promises and meets your expectations.
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Make sure to run a test sequence. Especially, if you plan to replace one solution with another one. It happens frequently that the new set-up needs time to get settled. However, you can´t be left without any solution if the new one gets down. Therefore, afford yourself enough time for a trial period.
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