A Word of Caution to Account Based Marketers (we still love you!)
In case you had not heard, the world of Selling is hot and heavy with Account Based Marketing.
All I can say is that it’s about time. I don’t know who invented the idea of cold calling a prospect before validating that the company she worked for actually needed your stuff but it’s time to put that whole process out to pasture. Unless your company knows how to hire people who have a gift for selling crap that people don’t need, you better shift to ABM. And then upgrade to ABRS — Account Based Relationship Selling, something that only Reachable and LinkedIn can allow you to do reasonably well.
ABM gurus will advise you to follow this script:
Think before you sell. Think about who needs what you got, what problem are you solving and who has it? Make a list and stick to it, don’t mess around and spend time chasing butterflies.
Sell to the right people. Figure out who at that company is going to influence the decision to buy your product. Experts say that an enterprise sale will involve 5.3 people on average on the buying side. I don’t know who came up with that, it’s one of these wise tales that is beyond refutation. But, it sounds right.
Turn on the charm offensive. If your sales team of 10 has to cover 100 accounts, well, this means that there are 100 x 5.3 = 530 people that you need to seduce, induce, convince and beat over the head. The ABM gurus want you to send them emails, follow them on twitter, connect to them on LinkedIn, mail them a brochure, invite them to a webinar and post white papers on blogs they might be reading. All these things can be automated for you, rest assured, because it is a hell of a lot of work.
Of course, don’t forget that your customers are people and people buy from people they can trust. Why? Because their jobs are on the line when they make a buying decision so they want to look you in the eye and really probe your soul and be sure you will deliver for them.
The more ABM automation you point at your target accounts, the less trust you will build and eventually your buyer will retrench into a defensive position.
On the opposite end of the spectrum, Reachable’s Account Based Relationship Selling solution allows you to leverage the pre-existing reservoir of insights and trust that your colleagues may built with your target accounts over the years in their current and former jobs.
It being the age of automation, someone had to automate the process of looking through your contacts and your colleagues contacts with the help of a good dose of enrichment data from partners such D&B, S&P CapIQ and Leadership Directories and smart algorithms while under the watchful gaze of a strict user data ownership policy and figure this out: who in your organization has a good connection at your target account in a few seconds. That’s us!
You can use Reachable alone or with LinkedIn, or with any other existing tool in your sales stack — we have integrations, a browser extension and a nasty API! Forget to use Reachable at your peril — I mean it.