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Enterprise sales isn’t easy! There are dozens of similar products in the market, and figuring out what your customers want is a whole other challenge altogether.

Like most other businesses, you might want to communicate with leads at a personal level. But you most likely find that it’s very hard to make that happen. It requires more information than your marketing and sales organizations have.

With the increased digitisation of the buying process, account-based marketing (ABM) is transforming the B2B marketing ecosystem. Getting relevant data about your target accounts is a great advantage . 

A strategic account will have many contacts which have to be managed efficiently. Marketers need to work more closely with sales throughout the buyer’s journey. Organizations can no longer miss out on potential opportunities to grow their key accounts, and have to ensure that they are able to capture, track, analyze and act on this relationship data.

Relationship intelligence can be your key to success!

Relationship intelligence platform not only captures vital information such as your past interactions with the clients, their timeline, the service/product they are interested in but also tries to gauge the strength of your business relationships. In a nutshell, it centralizes all the insights you need about a single potential client! 

This information is critical to understand if your outreach is actually effective or not, and where you should prioritize your efforts to meet your sales targets.

Account Profiling and Lead Generation

Customer profiling is identified as the primary step in ABM. Knowing and defining the customer precedes the first interaction with the customer (or account)

Since relationship intelligence is capable of gauging intent, it makes a great tool for selecting target accounts. With AI-backed data and insights, your teams can narrow down on accounts that fit within your ideal customer profiles and merge disparate data to identify patterns. Resources can be allocated accordingly to nurture a prospect, close the deal faster, and build a stronger relationship with the account.

Creating Personalized Content

Developing personalized content at the right time for every prospect is key for your ABM to succeed.

Marketers require up-to-date and accurate data to build key account relationships and compete for new business opportunities, and in turn provide more value to your customers. Once they have precise information about their customer profiles, their teams can create content that directly addresses their customer’s individual interests and pain points. 

Marketing and sales heads can leverage this capability of relationship intelligence to thus ensure no opportunity is wasted and no lead is left behind.

Aligning You Sales and Marketing Efforts

Without the synchronization of your sales and marketing teams, your ABM strategy will fail, and relationship intelligence can help in improving this coordination. While the marketing team is responsible for creating sales enablement content, the sales team is responsible for cultivating relationships and closing deals. Your sales team can benefit from the behavioral insights backed by AI, and respond on a case-to-case basis, and can provide a better ROI compared to the traditional approach of cold-calling.

Improving Customer Retention

Building strong relationships and connections with existing customers encourages faster growth. Everyone knows this, right? Yet so many organizations focus on acquiring new customers, and neglect their existing customers.

The core principle behind relationship intelligence is simple — to create and nurture the right long term relationships. Understanding what drives consumer behavior, and building the next best action based on past behavior is where having relationship intelligence can help tremendously.

With the assistance of a visually-mapped database and relationship scoring, sales and marketing teams can proactively anticipate and mitigate signs of customer churn.

Ready to take your ABM to the next level?

For your account-based marketing strategy to succeed, you need access to first party data for a better understanding of your target accounts and for internal team alignment. By employing a relationship intelligence like Mitibase to supplement your ABM strategy, you can gain additional insights that can be used to optimize your strategy. 

If you are interested in learning how Mitibase can help you elevate your account-based marketing efforts, schedule a call with our team member for a free demo.

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