The central tenet of ABM is that you choose your customers. It’s the flip side of inbound marketing where clients find and select you, drawn to your business by insightful, relevant content. While inbound marketing casts a wide net, catching everything that swims by, ABM is like spearfishing — you only aim at the fish you want.
Your SKO (sales kickoff) is no ordinary sales meeting; it’s the time to communicate your goals for the year ahead and reinvigorate reps to continue putting their best foot forward. However, it can be difficult garnering and holding your sellers’ attention enough for them to retain what they learn and leverage that knowledge throughout the year.
There are countless numbers of sales strategy books on bookshelves and sales coaches at every tradeshow, preaching to the masses the right way to find success while selling. It’s gotten to the point where many practices have been so engrained into sales training that it is considered doctrine — when in reality, it varies from buyer to buyer.
In a digital age where inboxes are inundated and digital ad channels are oversaturated, old school marketing tactics such as direct mail are becoming a bigger focus for integrated campaigns at all stages of the buyer journey.
In 2018, sales and marketing professionals have access to data we would have never thought possible just a few years ago. Today, teams can get a picture of which companies out of their total addressable market (TAM) are the best fit for their business. It’s also possible to discover their intent to purchase what’s on offer. So, why do sales and marketing teams waste so much time knocking on doors that mostly go unanswered?
Imagine a marketing approach that values quality over quantity, cares more about conversations than sales pitches and — oh yeah — is said to achieve higher ROI than other activities by 97% of marketers.