Introduction
Today’s hyper-competitive market, where technology is no longer a differentiator and product clones are just a click away, there is one unique aspect that will distinguish your business: the customer experience. And when we are referring to creating extraordinary value for your most valued customers, the one-two punch of Account-Based Marketing (ABM) and Account-Based Selling (ABS) can’t be beaten.When ABM and ABS work seamlessly together, it is not just alignment – it’s instantaneous magic. Let’s break down how these two guys can lead to impactful results for your business.
Understanding Account-Based Marketing (ABM)
Account-Based Marketing is an intentional growth strategy that combines marketing and sales teams to develop customized buying experiences for a defined group of valuable accounts.
Main Principles of ABM:
– Select and target accounts with intent.
– Personalize your marketing to high-value decision-makers.
– Focus on quality accounts rather than quantity leads.
Benefits of ABM:
– Improved marketing ROI.
– Increased engagement with decision-makers.
– Increased deal size & sales velocity.
– Improved alignment between sales and marketing.
ABM is more than just a buzzword; it is a precision-based approach to marketing that shifts marketing to a value game rather than a numbers game.
What is Account-Based Selling (ABS)
While ABM is marketing-driven, Account-Based Selling is the sales counterpart. ABS is about aligning the sales strategy to the high-value accounts previously identified in the ABM process.
The Role of Sales Teams in an ABS Strategy:
– Establishing depth of relationships with multiple stakeholders at the account.
– Tailoring outreach and engagement based on real-time account intelligence.
– Partnering with marketing to reinforce messaging and timing.
ABS takes the traditional sales cycle and flips it on its head into a consultative journey of addressing the prospect’s specific pain points and goals.
Importance of Aligning ABM and ABS
When ABM and ABS function independently of one another, the customer journey becomes interrupted, unfair, and unsuccessful.
When you stitch them together it means:
- Delivering integrated, relevant experiences
- Streamlining the buying journey
- Establishing a common messaging across touchpoints
Challenges:
When They Aren’t Aligned:
- Incoherent strategies leading to effort lost
- Lack of communication between marketing and sales
- Frustrating lead handoffs and lost leads
- Inconsistent experiences throughout the customer journey diminishing trust
Strategies to Align ABM and ABS
Creating this alignment will require intentionality, collaboration, and the right tools.
Here’s how:
1. Improve communication between teams:
- Hold regular syncs between sales and marketing.
- Share insights about accounts, feedback, and intelligence.
- Come to a common definition of the goal and KPIs for success.
2. Use shared tools and technologies:
- Select CRMs and marketing automation platforms that enable easy sharing of data.
- Leverage account intelligence and engagement tracking technologies.
- Align content strategy with the steps in the sales funnel.
At Oxper we help businesses match ABM and ABS strategies using collaboration platforms, ease of communication, and deep analytics.
Conclusion
When Account-Based Marketing strategies combined with customized Account-Based Selling approaches, the outcome equals a customer experience that feels curated, personalized, and meaningful. This alignment doesn’t merely win accounts, but builds relationships and helps sustain growth for you and your clients.
Are you ready to create some magic with your marketing and sales teams?
See how Oxper’s ABM and ABS solutions will deliver growth and transform your client engagement strategies.
FAQS
1. What is Account-Based Marketing (ABM)?
ABM is a strategic approach where marketing teams target high-value accounts with personalized campaigns to drive engagement and conversions.
2. What is Account-Based Selling (ABS)?
ABS is the sales counterpart to ABM, focusing on building deep, personalized relationships with the same high-value accounts identified during ABM.
3. How does aligning ABM and ABS benefit businesses?
Alignment leads to enhanced customer experiences, improved ROI, faster sales cycles, and a unified brand voice across touchpoints.
4. What are some common challenges in aligning ABM and ABS?
Challenges include poor inter-team communication, misaligned KPIs, inconsistent messaging, and lack of shared tools.
5. How can companies ensure successful ABM and ABS integration?
By fostering collaboration, aligning goals, using shared platforms, and leveraging insights to drive personalized engagement.
