Account Based Marketing: How to Drive Sales with 7 Simple Steps (in 21 Days)

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Last time around, we talked about the 3 commonly used marketing tactics that fail, and why account based marketing is key to growth.

Today, we’re back with Brandon Redlinger, the Director of Growth at Engagio, to discuss the future of account based marketing.

Most importantly, Brandon is here to share with us an effective 7-step sales process he uses at Engagio.

Key points:

  • One key approach to crush your competition
  • Why you still need the human element in sales
  • Why getting the whole team involved is key in account based sales
  • An effective 7-step sales process Brandon uses at Engagio
  • What happens if your target is not receptive to your sales efforts
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Here we go…

Q: What do you see as a trend for ABS in the next 5 to 10 years?

Brandon: First, we are only in the beginning of the sales technology space right now. I think marketing went through a big revolution with technology seven, eight, nine years ago…where you’re able to do a lot more technical things without being highly technical.

I think sales is going through that right now. It’s a really exciting time — we’re actually going through that much quicker than marketing.

We are already seeing a lot of companies come and go. There are new companies popping up every day and there’s the beginning. We are seeing some consolidation in this space.

I think that leaders will be emerging in the space who are doing more than just one thing, more than just email, more than just account-based marketing.

Source: Engagio.com
There are some great advice marketing platforms out there but I think the winner is going to be more than just one platform.

They’re going serve a lot of different needs.

I think us taking the account based everything approach instead of just account-based marketing or account based sales gives us real advantage.

The future of kind of B2B sales is going to be back to personalisation; in the last few years everyone has been carried away with the technology.

They then started to automate everything that actually removed the human element of sales. But what a good salesperson does is they’re able to manage relationships, they’re able to interact with humans.

We have over-automated the human out of the sales process. The winner of the space is really going to be able to balance sales and the human element with the technology and the automation side of things.

It’s really exciting and a really interesting space to be in right now.

Source: Shutterstock.com

Q: Great, and to end this on a powerful note, can you share with us a case study or an example on how account based sales has benefited you and your team?

Brandon: We are a pretty early company, less than two-years-old, a little over a year-and-a-half old, but we’ve seen great success.

We’re growing. We keep growing exponentially and we keep moving upmarket. I think taking the whole account based approach has been a real key to that.

7 Step Account Based Everything Process

Source: Engagio.com

To give you an example, without putting any names out there or any specific numbers, I can share an example of a 7 step campaign that we would run in 21 days.

Step One — Build Awareness:

We call a play and it would start off with doing some account-based marketing, building awareness, and taking your target accounts.

Step Two — Do Web Personalisation:

Then I’d use like a terminus or demand-based to do some web personalisation or even ad roll. You can plug, you can integrate ad roll into your sales force and drop certain segments in and then target ads directly to those segments.

Step Three—Conduct Deep Research:

So you’re doing this to warm up your accounts with some really top form of awareness pieces of content while you’re doing your deep research on these companies.

Step Four — Send Physical Mail:

Then you can start off sending a postcard to some decision makers and influencers or some kind of direct physical mail.

Step Five — Leave Voicemail & Social Touch:

Then the first day you go out and your SDR does an email, leave a voicemail and also do a social touch.

Step Six — Delegate and Split Tasks:

On the fourth day you’ll have a different person reach out to a different person on their side so maybe your AE sends an email and leaves a voicemail, leaving information about a case study that is very similar to something that you know that their company is facing.

Step Seven— Team Selling:

This is another really important piece, we call it team selling in account based sales and just more complex sales in general. We talked about having a lot of different decision makers and influencers on their end.

You need more people on your end. CEO will unlikely reply to an SDR, especially if it’s an event invite. But a CEO will reply to another CEO, so get your entire team involved.

We call this team selling. There are some great articles that we’ve written on our blog about team selling and we’ve had great success getting more people involved on our side.

Going back to the play that we’re running, on day seven you could send — maybe this one’s your SDR again, that’s another voicemail and email.

This time we’re going to instead leave some relevant content. No pitch. Just some content.

Then day fifteen, you have another email from an executive, sending it out to one of their executives, and he leaves a voicemail as well.

On day twenty-one you have the last chance email from your SDR and a voicemail.

What happens if you can’t break into the account after 21-days?

If you’re not able to break into that account and get the conversation started, then just drop them into a nurture campaign and share relevant insights and curated content every two, three, four weeks with everyone on that account.

Q: Great. Thank you very much for your time, and how can we reach you Brandon?

Brandon: You can follow me on Twitter and LinkedIn. Also feel free to follow Engagio.

Q: Thank you very much for your time, Brandon.

Brandon: Thank you for having me.