Sales strategies are rapidly evolving, the days of mass emailing and dial and smile techniques are over. The power has shifted through an increased availability of information. This information has pulled the power away from sales reps and given it to the buyer.
This is forcing sales development teams to focus their attention on delivering custom tailored messages to the correct individual at the correct time. This is why account-based sales development or (ABSD) is becoming necessary, instead of trendy.
ABSD comes from a similar activity used by marketing departments called account-based marketing. Account-based sales development is very similar in the fact that it focuses on an extremely targeted subset of companies that fit your ICP, then looks for messaging that applies directly to that subset instead of everyone in a target industry or market.
How to know if an account-based strategy is right for my team?
Like every sales strategy, account-based selling should be one piece of your sales playbook. Account-based sales development strategies are perfect for companies looking to:
- Increasing their market share by delivering specific content to a group, gaining an advantage on the competition.
- Improving time to connection and starting more warm conversations on the right channels of engagement.
- Bring product awareness to a targeted group of prospects.
How to create an account-based sales campaign?
Setting up your account based sales campaign can be done in 4 simple steps:
- Identify the target audience that you would like to engage.
- Identify similarities across all of the companies and personas.
- Create Tailored messaging in small batches, addressing individual company needs with specific and relevant content for that target audience.
- Create a custom flow that members of the campaign will engage with over a defined period of time.
Depending on your product pricing point and sales cycle, set the proper timeframes for deployment. For example don’t expect what usually takes 9-12 months, and cost a million dollars to suddenly happen in 6 months at a tenth of the cost. Engagement should be lower but not unrealistic.
Identifying target audiences, specific companies, and individuals to target –
With account-based sales, we suggest targeting companies that can be quick wins but might be overlooked by current campaigns because mass messaging doesn’t necessarily resonate with them. Look for targets that you know you’re solution can help quickly and provide ROI.
Related post: Effective Targeting To Fill Your Sales Funnel
The key to running a successful campaign is knowing enough about the target account that you can create a relevant message for them. Example, you just helped Ford save 15% on their marketing budget while increasing web traffic by 15%. Build a campaign that highlights the case study, then the solution, then the product information, and target the right audience for each piece to engage all decision makers.
Tip: Look at companies you’ve recently closed which came to you with a unique use case for your product or service. There are likely multiple companies with the same needs and use case that will make a great target for your account-based sales campaign.
Identifying similarities across accounts –
The key to making account-based sales campaigns work is the ability to scale. This means using a message that is applicable to all of the target accounts in the campaign. Here at Colabo our team looks for similarities in:
- Technologies and software they are using in their organization.
- Location and industry.
- A specific business need.
- A shared experience, like an event or industry shakeup – Microsoft’s recent LinkedIn acquisition is a great example.
The more similarities you can find and add into your campaign messaging, the more tailored your message will be and the more your accounts will respond.
Creating tailored messaging –
Now that you have identified similarities, it’s important to create an updated messaging that includes those similarities and simple modification like a name or title. For example a cold outreach email saying:
Would receive a much higher open and response rate compared to a more generic email that would be sent in a major outreach campaign, like this one:
If you dissect the two emails, the first one includes a technology that they are using and are familiar with. It also identifies a limitation or pain point, then directly calls out a location where they prospect is located and a few companies that they would want to be competitive against.
Creating a flow that the audience will follow –
Finally, it’s important to clarify next steps that the prospect will follow if they respond or don’t respond. This will allow you to scale success for your account-based sales campaign quickly.
This might look like sending a LinkedIn or Xing connection invitation, following them on Twitter, then connecting with them over the phone once they follow you back or respond to your email.
Turing up the heat- How to engage at scale.
Colabo allows your team to seamlessly integrate target audiences and companies from social platforms like LinkedIn, Xing, and Twitter into your CRM with 1 click, then enrich those prospects with the latest contact information, social signals to increase your team’s time to connect, and conversations started.
It’s an effective way to build a list of companies and target audiences that you want to engage with your account-based sales campaign. You can then set a customized workflow that includes all social outreach, email, and even calls when that prospect is ready to have that conversation. Remember, the right content, at the right moment, will set you apart from every other sales rep sharing everything piece of content that comes across their desk. Colabo allows your team to scale targeted outbound campaigns and integrate powerful social selling strategies into their campaigns. The results are quicker and more conversations, qualified appointments, activity, engagement, and overall bigger, better pipelines.