Published: 23 October, 2023

How Account-Based Marketing Aligns Sales and Marketing Teams

Fans of Mad Men will be aware of the collective sales and marketing process: creatives and account executives trying to manage customer expectations and deliver the value that they’re after, while consistently chasing new business.

While that’s (mainly) steeped in fiction, real-life account based marketing follows a similar story. It also proves that channelling communications to a select few clients only works if marketing and sales expertise are aligned in one collective hive mind.

Despite the name, ABM isn’t reserved as a marketing task alone. ABM involves a thought-out tactical plan to nurture investors using campaigns that are specifically relevant for customers that are the most high-value, rather than sharing generic marketing updates.

How do you determine high-value clients? On the one hand, fund marketers gain intel on which accounts regularly access content pieces that ring most true to them by tracking click-through rates, downloads, and sign-ups across websites, social media and email automation software.

Elsewhere, sales teams build ties with prospects and existing accounts on a personal level and foster great relations to gain new business and promote cross-sells and upsells. They can also judge investor appetite according to qualified leads in a CRM, as well as progress from their asset-raising goals and KPIs.

With this range of client data at their disposal, sales and marketing teams can streamline a great ABM approach to be put straight into action. A unified list of target accounts that fit the firm’s ‘ideal investor’ can be made, identified from marketing personas based on shareholders, company size, or strategy preference. With both teams working together on select customers, it’s easier to create a breadcrumb trail of personalised content for key customers. This helps sales seek out new business and achieve ROI for every select account.

Plus, with technology on hand, alignment through ABM should be even simpler to accomplish. CRMs not only store marketing data, but also help to map out conversion rates to determine the most engaged leads, including accounts that should be called up to invest in a different fund based on their search histories and webpage activity.

AI tools can also help segment target accounts according to their behaviours, and give real-time oversight on accounts more likely to achieve retention success. With advanced data pinpointing valuable prospects, both the sales cycle and overall GTM plan are better streamlined so that no time gets wasted trying to convert inactive users.

Handling accounts is a relationship game. Not just the camaraderie between a fund and its main contacts, but also the close-knit work between marketers, business leaders, sales and distribution teams, office managers, you name it. A fund can become a well-oiled machine with ABM in place, where each part of the business chips in with valuable data to nurture historical relationships and successfully renew, revive or find investor interest and greater AuM.

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