Can prospects who exhibited explicit interest be the only determining fit for businesses that aim to generate quality leads from enterprise accounts? Most certainly not. Rather, an intelligent and smart marketer of this age would always designate a strategic account-based marketing approach that perfectly identifies Ideal Customer Profile (ICP) and enables them to meet their requirements, challenges, and others.
The fact remains, account-based marketing campaigns are “known historically as integrated marketing campaigns, have long been a key tactic of business-to-business (B2B) selling, but organizations often struggle to capture its value because they lack enterprise-wide commitment to mobilize efforts against a key set of target accounts.” – Gartner.
Besides, while navigating larger enterprises or Fortune500 companies it becomes even more crucial to identify and leverage the proliferation point of the target company while categorizing key decision-makers. Only then, one can plan out and execute a data-driven account-based approach that resonates. Here comes the significance of leveraging an ABM strategy by B2B marketers that also orchestrates actionable insights of prospecting company’s organization charts. Such actionable org charts perfectly reflect insights on decision-makers and influencers with context to their designations, job roles, reporting structures, etc. In addition, it enables a marketer to count on “references and pain point indicators on top of the organization charts.”
Now, the real trick here is to find and settle with the most effective org charts that are created by sales intelligence experts. Their contextual account maps “are interactive and can Now, the real trick here is to find and settle with the most effective org charts that are created by sales intelligence experts. Their contextual account maps “are interactive and can be leveraged to track the movement within the account from getting connected to moving to warm stage till the deal closure and even beyond that for account mining.” Some of the other beneficial points of such org chart infused ABM marketing strategy are:
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As these org charts have insights about the target company, one can scale and ploy the right personalized message at the right time for the right decision-maker.
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These Org charts give a holistic view of multiple entry points and paths to the decision-makers of the target or different business units.
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Such account centric approach is beneficial for ensuring faster sales closures through a personalized sales process.
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Faster and smarter findings of prospecting accounts that are in-market for the respective business offering can also be obtained.
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Ensuring a highly personalized and iterative messaging approach that demonstrates the relevancy between the target’s requirement and a marketer’s offerings. This is to engage the entire purchase team of the target company at every stage of their buying journey.
Actually, “to scale up Account-Based Marketing initiative while not compromising the quality of the in-depth intelligence, one needs to nurture at the account level through org charts of the target company. Therefore, it is always suggested to go with the diligence of sales intelligence experts who believes in leveraging business connections (not just people) within the mapped accounts, and exerting those in messaging and communication would be the next upgrade of the account-based marketing.”
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