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ACCOUNT BASED MARKETING AND SALES

that realises your potential

At Smart Profile we translate market data into commercial insight. This way we set up lead/demand generation campaigns based on data from our database. Do you want to go for gold? Do you focus on the bigger players in the market? It is often difficult to get in here. An account-based approach helps you with this. 

It is also possible to combine multiple campaigns to get your message across. Think of an e-mail campaign with multiple mailings, social selling and tele campaigns. By combining multiple campaigns, you simply get more exposure.

WHY ACCOUNT BASED?

For large accounts, in particular with large and diverse decision making units (DMUs), a demand generation approach is not the most effective. A personalised approach, or an account-based approach, is what you are looking for. 

Smart Profile kickstarts your Account-based Marketing(ABM) programme by ensuring that your data is fully up-to-date. We are then able to carry out campaigns in addition to your marketing/sales team. Finally, we help you to visualise the results in order to monitor progress.

OUR PROCESS

Step 1: additional and up-to-date insights into the right accounts

One of the biggest challenges in implementing a successful ABM programme is the quality of the data used. By using the insights from our MarketBase to update your data, we are able to bring the quality level up to where we want it and provide additional insight into various reasons to get in touch. Think of a change of function, internal projects in play, takeover, name change, etc.

Tip: be sure to also bring along existing clients that you could further expand via ABM.

Create the perfect target group?

Step 2: drawing up your ABM programme

In order to draw up a successful programme, we have drawn up the following checklist:

Which roles are relevant in the decision? What does the DMU look like?

Now that we have determined which roles are important, we can divide them up. The accounts that are most important to you deserve 1-1 contact (approx. 13 accounts), followed by 1-few (approx. 50 accounts) and 1-many (approx. 725 accounts). The more personal, the more we bet on offline tactics compared to online. With 1 to many, online has more often the upper hand.

We use the FIRE principle to identify, collect and hold on to important points per account. FIRE stands for Fit, Intent, Recency and Engagement.

Which triggers were effective with existing customers to further convert? If we know what works, this can also be applied in the account based strategy.

To what extent does content need to be personalised? Which content is currently being used and to what extent is it successful? We also look at which content fits for which phase of the funnel, how to get someone to the next phase and what will be the follow-up?

Current tactics and content used within marketing + sales; how can we connect to that? Collaboration between marketing, sales and Smart Profile. Make sure that there is someone within your organisation with final responsibility for the programme. This will ensure a higher Return on Investment (ROI).

Which ones are already being used? Which tools can possibly be used? The three most important tools: CRM, Marketing Automation and LinkedIn Sales Navigator (read more about social selling). Albacross as an option to personalise content.

How are we going to measure whether it is successful? Here it is important to focus on account based metrics and not lead based metrics. For example, look at the time a target account is busy with your organisation (CTR, website visits, downloads, calls, time of call, e-mail replies). Look especially at created pipeline and turnover, as parties with successful ABM programmes measure and steer mainly on this.

Tip: companies with a strong ROI on their ABM programme generally have 11 to 50 accounts per sales representative.

Step 3: Let’s realise that potential!

We have set up and established everything and get down to work, always keeping short lines of communication with your marketing/sales team. We also ensure that we can easily monitor progress in a clear dashboard. In this dashboard we visualise the actions that have been taken and the defined metrics. In this way, we can not only monitor progress together, but also take quick and effective follow-up actions.

Tip: direct mail can still be very effective in a world of full mailboxes.

Let’s meet again!

Smart Profile
Otto Reuchlinweg 1094
3072 MD Rotterdam
The Netherlands
Tel +31 (0)10 322 07 33