For over a decade, Account Based Marketing (ABM) has been providing insight to organizations that helps them market to prospective customers more efficiently. Its basis in technology enables high-quality targeting and analytics but also tends to make ABM training a necessity. Having recently hosted an ABM Sales Summit, we want to share some effective strategies to use in training your teams in ABM.
What is ABM?
ABM is a powerful marketing approach that allows sales and marketing teams and ABM practitioners to focus on certain accounts in order to maximize the chances of recognizing and meeting their needs. Every company’s ABM approach will vary according to their offerings and their markets but certain elements will be universal.
ABM is different from traditional marketing automation, which monitors and scores the actions of individuals, even when they are B2B prospects and part of a larger organization (or account). Account Based Marketing endeavors to better understand and react to the cumulative actions of any number of individuals within each account so that the account itself can be better understood and more readily converted.
Why ABM Training Is Important
Technology enables today’s increased focus on ABM but is only the first piece of the ABM training puzzle. While users must know how to manage their ABM tools, they also need to understand the science behind ABM.
Here are 3 successful strategies for training your team on ABM platforms:
Successful Strategy #1: Role-Play
Role-play is a great ABM training strategy. It inspires new ideas, encourages creative thinking, helps with active listening, improves collaboration, and builds confidence in team members.
Unlike traditional training approaches, role-playing allows your team to walk through a variety of relevant scenarios before they start to actively engage key accounts. It is also a great way to test out-of-the-box approaches and varied calls to action before finalizing marketing campaigns.
Successful Strategy #2: Targeting Exercises
Account targeting is a foundational ABM element, which is why exercises to improve your team’s skills in this area add a significant amount of value to ABM training. Account mapping and campaign development are both part of these exercises.
With that in mind, here are some suggested targeting exercises to get you started:
- List 10 accounts that you think are ideal targets and why
- Consider using a product that identifies for you when accounts are surging in interest in your product
- Develop 3 unique value propositions for each of those accounts
- Create a list of keyword phrases you may use to target these accounts
- Prioritize a given list of offers for the aforementioned target accounts
Successful Strategy #3: Resource Development
Developing a set of training resources reinforces core objectives, best practices, and ABM processes to optimize your team’s productivity. Checklists and marketing guides are excellent training tools that empower team members and help you achieve your sales & marketing goals.
Once you create these resources, don’t forget to place them on a shared or cloud drive for easy sharing and team access.
A Training Alternative
Even with these strategies, ABM training can be a long and challenging process. Why not consider the hands-free option: managed services. Instead of taking days/weeks/months to identify and engage prospects, you get qualified leads delivered right to your sales team. Once you receive the contact information for these decision makers, you are already at the convert stage of the ABM process. It’s a great time-saver and allows your team to focus more on strategy and conversion tactics.
Learn more about ABM and how it can help take your business to the next level.