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.

The ABM strategy demands a complete restructuring of a company’s resources. It includes launching a new communication system between marketing and sales teams to identify key prospects. It is followed by tailoring customized programs and messages to the buying team within target accounts.

Compared to other marketing initiatives, ABM delivers the highest return on investment of any B2B marketing strategy or tactic.

- ITSMA Account-Based Marketing Survey Tweet

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. 

Get our step-by-step guide and get to success with a clear goal in sight!

targeting and segmentation – role with ABM

targeting

Select target audience: women over 35+, students, baby boomers (ex.)

behavioral

Analyze and model behavior, buying patterns, purchasing nuances (per industry, cultural), expectations vs execution, nuances per target group

segmentation

Segment by geography, demographics, psychographics, personas

  • Email
  • 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

FiNC

FiNC is Japan’s No1 Health App.

Pond Mobile

A global MVNO (Mobile Virtual Network Operator)

Relevant ABM Content

Founder & CEO
Partner

ABM Certified Resources and Expertise

Relevant GlobalEdgeTalk podcast episode

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