The more robust your target company personas, the more reliably your marketing team will be able to identify high-quality target accounts. This information can be sourced from CRM software, as well as directly from existing customers through surveys.
Step 2. Coordinate across your sales and marketing teams
With strong, data-backed target company personas in place, the next step is planning a pipeline strategy. An account-based marketing strategy looks very different from traditional lead generation.
Traditionally, when sales accepts a lead from the marketing team, marketing-led outreach stops and the client engagement process is executed by the sales team. For ABM strategies, successful account engagement instead requires proactive, ongoing coordination between marketing and sales teams.
From the very first interaction, marketers and sales reps must work collaboratively to build a sophisticated, personalized campaign across multiple channels. Gartner recommends continuing this joint effort throughout the sales process, maintaining a strategic marketing presence within digital channels beyond the moment of the traditional sales team handoff.
This prolonged communication gives your marketing team further opportunities to offer personalized content as your target customers continue to gather information and seek purchase help.