On average, there are 5 or more parties needed to sign off on an enterprise B2B Decision. These people fill different roles with different job descriptions, and thus have different priorities and solutions they look for. How do you leverage yourself as the right solution?
Account Based Sales doesn’t just target multiple prospects at a single company, it targets use cases for different roles.
When you first heard about Account Based Sales, the elevator pitch probably started off as “Well, you target multiple people simultaneously at a company to build a network of interest.” In practice, that could backfire if interpreted as “Spam the same email to all users at company X simultaneously.” That is not Account Based Sales, that is just annoying.
Developing a network of interest starts with emailing separate positions at the same company, but not with the same email. Again, these people have different roles and responsibilities, they need to be nurtured and targeted correctly according to their role.
Concurrently, you want to keep your volume up. If you were targeting a few dozen companies every day or week before beginning Account Based Sales, you’ll want to keep that up, to boost the likelihood of encountering an interested prospect company.
Create better Account Based Sales Campaigns
Figured out where we’re headed yet? Account Based Sales can start from sending email campaigns to multiple users at separate companies, as long as they fill the same role in these companies. If the Sales manager and Marketing VP at company X both get emails from your company addressed and curated to their respective roles, you are much more likely to make an impression.
At scale, you’ll be targeting multiple members of multiple companies, but building that internal network of trust and interest because you successfully pitched the product differently and correctly to each of these members.
Get started with this yourself! Develop your pitch to four different roles in your target market.
Create your campaign and emails to these roles, and make sure when building your campaign lists, you fill each role for every company in these concurrent campaigns.