ABM & Sales Enablement
A sales enablement strategy
is the approach your business takes to provide sales with the resources they need to effectively sell.
This strategy is tailored to your specific sales team’s needs so they can target your audience and close more deals. It should include an analysis of the resources, tools, content, and information you provide sales with to ensure it’s helping them convert more leads and audience members into customers.
Flipping the Funnel
The easiest way to understand Account-Based Marketing (ABM) is to imagine how you can FLIP the sales funnel. Instead of starting with ‘attracting leads’ by doing marketing campaigns that may not be grounded in real data and may not be focused, an Enterprise or a small business can start with focusing themselves on the top 20-30 clients, personalizing their messaging and content, scoring those accounts, and starting to build a relationship which is a lot more focused and meaningful.
targeting and segmentation – role with ABM
Select target audience: women over 35+, students, baby boomers (ex.)
Analyze and model behavior, buying patterns, purchasing nuances (per industry, cultural), expectations vs execution, nuances per target group
Segment by geography, demographics, psychographics, personas
- Social Media
- DB Segmentation
b2b vs b2c
After you select the audience, strongly consider all sales and marketing options: direct sales vs channel/partner sales, licensing, OEM manufacturing
crypto meets AI to personalize your influence
Do you have competition? Do they offer something more compelling? Are you well differentiated? Do you have points of leverage?
how do you start (triggers)
Pilots? Trials? Friends and Family? Special or exceptional occasions?
More relevant case studies
Relevant ABM Content
Many companies use a disjointed, shotgun approach for delivering marketing communications messages, digital marketing and rarely is sales engaged and / or considered. Communications such as print ads, email marketing and PPC banner ads, and other content may appear to be coming from different companies, even though the messages may
Everyone wants their business to be successful, that’s a given. These days, the common buzzword or phrase that is thrown around is ABM or account-based marketing. By all accounts, this is the best method of securing long-term success for your company. But what exactly is it? And is it right
Relevant GlobalEdgeTalk podcast episode
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