Batman & Robin, Han Solo & Chewbacca, Will Smith & Carlton Banks, Marketing Automation (MA) & Account Based Marketing (ABM) — they’re all iconic duos but only one can leverage the power of your data to grow revenue across your key accounts.
Combine the technology of a MA platform like Marketo Engage and the focused data used in ABM and a more powerful strategy is produced: Targeted Account Management (TAM). Marketo Engage users can use TAM to identify the best matches in your lead database for your sales teams and monitor engagement just for that group. Ultimately leveraging different channels to creatively target specific leads using ABM can accelerate customer acquisition while supporting retention, and expansion revenue opportunities for your marketing, customer success, and sales teams.
Teamwork is key to success with this strategy. Like the classic duos above both marketing and sales must be stakeholders – aligned and working together.
Identifying the Target
Pull lists of accounts that can be targeted together by industry, location, company size or what makes sense to your company. Determine account personas that can be reached across multiple channels. Get sales and marketing teams to align on definitions and share what is currently working to move leads through the funnel.
Have touch points across many channels. Marketo Engage allows your team to create multi-channel content and create campaigns that allow you to analyze and learn how to optimize your approach.
Highlighting Lead Scoring
Marketo Engage allows for scoring to measure behaviors that indicate engagement. Make sure both marketing and sales have agreed on what qualifies the best leads and analyze lead behavior to reveal how leads turn to opportunities. Review lead scoring campaigns regularly to determine the level of engagement of your accounts.
Leadous’ Marketo Certified Experts can walk through this live to get a feel for where you think your team is at as 2021 draws to a close. Depending on how in-depth your team would like to get with training and how much strategy is already in place we can assist with optimizing your company’s ABM and TAM- Contact Our Experts today.