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In the final part of our 3-part ABM Play series, we go from creating pipeline to accelerating sales velocity. 

How to Close Deals Faster with an Account-Based Campaign

In a traditional marketing playbook, marketing ends once an opportunity is created. This lead-gen hand-off approach has created many headaches for modern B2B teams, but most importantly, it directly impacts a team’s ability to drive predictable pipeline and scale.

An account-based strategy doesn’t follow the traditional playbook. Instead, it aligns with your sales process to ensure that marketing efforts continue throughout the buying process. This additional lift from marketing helps B2B teams move accounts through their pipeline faster through timely education.

Top 4 Reasons for Marketing to Support Open Opportunities

Reason #1

Opportunities are not closed-won. 

B2B prospects are continuously choosing digital-first research and qualification over engaging with sales. While opportunities are considered hand-raisers, they still require nurturing. Solutions with long sales cycles or enterprise-level deals require a lot of support and education throughout the process.

Reason #2

There are unknown contacts that have decision-making power. 

Buying committees, on average, have 6-10 players, yet sales efforts typically only correspond with 1-2 individuals during the sales process until it’s time to buy.

An account-based strategy enables you to identify and target the entire buying group to help influence (and educate) them before they see an agreement on their desk.

Reason #3

When marketing hands-off opportunities to sales, messaging is often interrupted. 

This interruption can create distrust among prospects, who can feel misled. By working in tandem to target and support opportunities throughout the entire pipeline, sales and marketing can align on what is being said to gain that trust.

Reason #4

When marketing and sales teams operate in a silo, there is no feedback loop for learning and adjusting. 

This is a huge red flag for companies looking to scale.

Teams that prioritize learning together from their pipeline are better equipped to assess buyer behaviors and pivot strategies effectively to meet their target customers where they are. 

sales and marketing alignment graph


Known Audience

Contacts in your CRM that are being worked as part of an open opportunity by your sales team.

Unknown Audience

Additional members of the buying committee who have not yet engaged with sales.


How to Design an Accelerate Play

 

1. Align Your Tech Stack

Your CRM and marketing systems must be aligned to identify and target open opportunities throughout the sales process effectively. This includes basic RevOps principles like ensuring integrations are bi-directional but, more importantly, that your marketing engagement platforms can segment based on your sales stages.

Once you ensure your tech stack is appropriately integrated to support this pipeline play, it’s time to document and execute.

2. Know Your Sales Process

Align your go-to-market team on your sales process to determine the buyer’s intent at each stage. This effort will allow you to customize the buying stages to your unique customer journey and enable you to target marketing efforts based on your unique circumstances.

3. Align on Content and Messaging

Content and messaging are a crucial part of an Accelerate Play. Ensuring you deliver relevant content to buying committee members in a timely, cohesive, and personalized manner creates trust with the target account.

At this stage, buyers are looking for proof points in various forms with messaging that is clear, concise, and related back to the product or service.

Accelerate Content Examples Include:

  • Case Studies
  • Battlecards
  • Product Sheets
  • Live Demos
  • How-to-Guides
  • Feature Videos

4. Determine Engagement Tactics

How you deliver this content is almost as important as the content itself. The goal of each piece of content should be aligned with how and to whom it is presented.

Accelerate Plays are designed to keep a steady cadence of brand- and product-feature messaging in front of the buying committee. 

The most common engagement channels include:

  • Account Targeting – advertising to unknown buyers at an account with an open opportunity
  • Contact Targeting – advertising to identified buyers from your CRM
  • Retargeting – advertising to site visitors
  • Direct Mail (including personalized gifting) 

5. Ensure Unknown Contacts are Getting Air Coverage

Document and align on all potential buying committee members and target them using an account targeting campaign on open opportunities. Drive them to the website or relevant down-funnel content to increase engagement.

6. Segment

If necessary, segment campaigns by job role or sales stage to serve the most relevant and helpful content to the entire buying committee.

While this is not always feasible for organizations newer to ABM, it is something to strive for as you scale your program.

7. Set KPIs

Determine what success looks like regarding team alignment and revenue generation (see more below).

How Accelerate Plays Are Measured

Coordinating efforts with sales teams on open opportunities, you can expect that more deals will close and they will close faster.

Some common accelerated growth measurements include:

  • Deal Velocity:  How quickly an account moves through the sales pipeline
  • Average Deal Size: The average size of a closed-won deal in terms of MRR or ARR
  • Target Account Win Rate: The win rate of target accounts
  • Marketing Lift: The comparison of the average deal size of target accounts vs. those without marketing influence (this can also be done with other traditional pipeline metrics like win rate, velocity, etc.)

AEs Role in an Account-Based Strategy

Account executives should use an account-based strategy to ramp up their team’s ability to close deals faster and drive revenue. Engagement data from marketing campaigns can give AEs insight into data-driven custom outreach opportunities and the ability to reach the entire buying committee earlier.

Example of an Accelerate Play

For an Accelerate Account Play, we’ll look at an example display ad targeted to an open opportunity.

how did transpay reach 30% of their target account lists in two months?Source: RollWorks

This ad creative highlights a testimonial and data-backed proof points to engage someone already familiar with your brand and product – like an open opportunity.

Contact-level targeting through platforms like RollWorks enables you to further engage open opportunities by creating highly relevant messaging based on account—and contact-level data points such as opportunity status, sales stage, and persona pain points.

On the sales side, account executives can pull information about which content and messaging their known contact engages with to customize outreach further, anticipating the account’s needs. Sales teams can also see if additional known or unknown contacts are engaged. When this activity rises at an account, sales can react quickly to engage the buyer when they are most likely to make decisions.

rollworks sales insightsSource: RollWorks

Want to Learn More About Driving Deal Velocity with ABM?

Want to turn engagement into pipeline but don’t know where to start? 

RenderTribe’s team of experts helps B2B SaaS teams build and execute go-to-market strategy that drives real pipeline growth. Book a strategy call today.

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