Untangling ABM: Practical Approaches to Personal Customer Connections

What does it take for sales people in your organization to close a sale? More important, what does it take to close a really big sale? One that will help the rep make their quarter. Or make their year.

As marketers, you’ve probably asked this question of your sales teams. You’ve likely asked more than once, in more than one way. And at some point, you’ve probably heard this answer:

“If we can just talk to the right person, we can close the sale.”

That has certainly been true for InfinityQS, the leading global provider of quality management software and services to manufacturers. For years, InfinityQS sales teams have worked to engage with strategic accounts on a one-to-one basis and showcase the capabilities of the company’s products to key accounts.

But for most organizations, those personal connections are established only after a long process of inbound content marketing. InfinityQS was looking for way to shorten the path to that connection—and dramatically shorten the sales cycle.

Enter account-based marketing (ABM), a methodology that helps you bring your most compelling messages to the right stakeholders—from the very outset of your effort.

Most of us have heard a lot about ABM recently. More and more, B2B organizations are employing ABM and seeing dramatic results. According to research from BMA Colorado Gold Partner, DemandBase, 60 percent of ABM users reported revenue increases attributed to its use, and of those who used ABM for three years or more, 43 percent saw a positive impact across the entire sales funnel.

But do you know if ABM will work for you? And if you are considering ABM, where do you start?

If you are asking these questions, you are not alone. According to Marketo, 41 percent of marketing professionals don’t understand what ABM means to their company.

In our upcoming October Morning Brew, BMA Colorado, and its Gold Partner, Refactored, along with InfinityQS will dig into the practical aspects of ABM and help you sort out how to approach a personalized marketing program. Learn more about the keynote and sign up here.

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