Streamline your sales efforts with ABM automation

Your company has taken the first steps to incorporate ABM strategy into its marketing practices. Huzzah! That means you’ve recognized the advantages and increased ROI that account-based marketing has built into its DNA. 

To borrow a phrase—”But wait, there’s more!”

On top of just employing an ABM strategy, you can incorporate ABM automation. That translates into significantly streamlined sales efforts by helping target and personalize your approach to engaging with prospects. 

ABM automation

Let’s take a look at six ways ABM automation can enhance sales and streamline your marketing efforts. 

Identifying high-value accounts

ABM automation makes it easier for sales teams to identify and target high-value accounts. You can use specific criteria to narrow the field such as revenue potential, industry, or even company size.

Tailored messaging and content

ABM thrives on curating personalized messaging and content to individual accounts or segments. Using automation, you can more easily update that messaging on a per-account basis at different stages in the sales cycle. This can be employed over different sales pieces including landing pages, pamphlets, white papers, and more. Basically, you’re doubling down on ABM’s ability to hyper-target by highlighting each individual customer’s unique pain points. It’s a win-win for everyone involved.

Automated lead nurturing

Staying in touch with new or early leads can be time-consuming. ABM automation allowed for, and we don’t mean to sound repetitive here, automated lead nurturing. That means your sales team will have time to follow up with more qualified leads while other prospects are being moved along the sales journey toward being a paying customer. 

Account insights and analytics

Your sales team can’t track every click, download, or website view on their own. With the right ABM automation strategy, they won’t have to. Sales teams can use software to track and analyze account activities like what we just mentioned, and more even, thus gaining greater insight into their customers and potential customers at different stages of the buyer journey. That translates to higher quality leads that your crack sales team members can more easily relate to, and subsequently convey the advantages of ABM in a much more relatable manner increasing the chances of closing the deal.

Collaboration and alignment

Even if your sales and marketing teams are working together like a well-choreographed ballet troupe, ABM automation can make it even better. With the right platform in place, ABM automation facilitates better collaboration by sharing data, insights, and goals with both teams. That allows them to develop targeted campaigns faster so they can effectively engage with more target accounts in less time.

Integration with CRM systems

It’s not just your sales and marketing teams that should work together well, what goes on behind the circuits is important too. ABM automation tools can integrate with CRM systems, giving sales reps an easy way to view account interactions and activities. What this means is that your sales teams will always have the most accurate and up-to-date information, helping them make the right moves and prioritize the right accounts and efforts.

ABM automation toolkit

On top of streamlining sales, there are additional ABM tools that help you get your brand message out there, and even increase brand awareness. 

These tools are ABM advertising platforms, predictive analytics solutions, and sales enablement platforms.

Let’s take a look at what these tools can do for you and your brand.

ABM advertising platforms

If you want accelerated revenue growth (and who doesn’t?), then take a look at ABM advertising platforms. They offer targeted ad capabilities so you can focus your marketing efforts on specific accounts or segments. These platforms employ state-of-the-art data analytics and audience targeting to deliver personalized messages across various digital channels. By serving up these tailored ads to key decision-makers within your target accounts, B2B companies can significantly increase engagement and conversion rates.

Predictive analytics solutions

Knowing your customer is the key to effectively marketing to them at the right time with the right messaging. Predictive analytics solutions use advanced algorithms and machine learning to identify patterns and trends both within your industry and your target consumer. They review things like intent signals, buying behaviors, and even the propensity to convert. That means you’ll be armed with the data and insights necessary to not only know what to message them, but when to message them that will be most effective in converting them from a prospect to a successful sale.

Sales enablement platforms

Empowering your B2B sales teams with content, sales collateral, sales playbooks, and analytics is tantamount to setting them up for success. Sales enablement platforms do just that. These platforms typically offer features like content management, sales collateral creation, and more. By properly equipping your sales reps, they’ll be able to make informed decisions and have impactful conversations with prospects, ultimately driving higher conversion rates and revenue growth.

Tools for ABM success

ABM automation and ABM brand tools are parts of a highly effective account-based marketing strategy. If you’re a B2B company that’s embarking on an ABM journey and not using all the tools available to you, you’re not taking advantage of everything you can be doing to get your best ROI possible. By incorporating ABM automation, you’re empowering your sales and marketing teams with the latest tech to help them at every step of the sales cycle.

With account-based ad platforms, you enable precise targeting and personalized messaging. Predictive analytics solutions give you and your team the best insights possible, letting you know your customer that much more. And sales enablement platforms give your teams the resources to best engage with prospects. By incorporating these three essential tools into their marketing and sales workflows, B2B companies can position themselves for success, elevate revenue generation, and outperform competitors in today's dynamic business landscape.