Account Management
Account Management
Many companies, focused on B2B selling are looking to acquire specific high-value customers instead of taking a broad-reaching approach to their sales and marketing effort.
Many companies, particularly those seeking to acquire specific high-value customers find that they are better served with an Account Management strategy rather than taking a broad-reaching approach to their sales and marketing effort.
Sales Marketing teams using Account Management as an alternative B2B strategy, concentrate resources on a clearly defined set of target accounts within a market and employs personalized campaigns designed to resonate with each account.
5 benefits to Account Management:
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Clear ROI
Effective Account Management drives clear business results. In fact, compared to other marketing initiatives, the 2014 ITSMA Account-Based Marketing Survey found that “Account Management Sales & Marketing delivers the highest Return on Investment of any B2B marketing strategy or tactic.”
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Reduced resource waste
Account Managment is targeted, so it allows sales & marketers to focus their resources efficiently and run marketing programs that are specifically optimized for target accounts.
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It’s personal and optimized
Account Management sales & marketing tactics entail personalizing your messaging and communications to specific accounts so that your campaigns resonate with these target audiences. Targeted customers are more likely to engage with content that is geared specifically to them, and is relevant to their business and stage in the buyer journey.
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Tracking goals & measurement is clear
When you’re analyzing the effectiveness of campaigns, whether email, ads, web, or events, it’s easier to draw clear conclusions because you look at a smaller set of target accounts instead of a vast set of metrics.
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Sales Alignment is Easier
Account Management allows sales and marketing alignment. Thinking in terms of accounts and how to target them, bring them to the table, and generate revenue from them.