Over the last decade, Account-based Marketing (ABM) has become immensely popular among B2B marketers. The shift in the way clients look for B2B solutions has compelled them to change the way they approach prospective accounts. So, it considers the target account as a whole to be a “prospect” in account-based marketing. This includes all the key stakeholders, decision-makers, and influencers that will be involved in the decision-making process. Also, ABM focuses on the amalgamation of the sales and marketing teams, providing a better experience for both marketers and prospect accounts by improving the sales process.
However, one of the most important parts of having an understanding of the target account is leveraging its actionable organizational charts. It offers a detailed understanding of the prospect’s needs & challenges as clients relate to the marketer's products. After identifying the key decision makers, B2B marketers need to gain a deeper understanding of prospects including their concerns, quotes, and any information that might be relevant while prospecting. Fortunately, having a customized & actionable org chart will help them to easily approach the target accounts by organizing all the facts regarding their needs & pain points.
The detailed, updated, customized and verified org charts provide actionable insights about the target account. It helps marketers to get multiple entry points into the prospect company by providing all the details and contact information of the individuals. Besides that, if any of their connections leave or are not showing interest, it helps them to move on to another stakeholder of the prospect account. The key here is to approach the key decision-makers & influencers with the relevant offerings at the right time. It makes the process effective & successful while closing the deal faster.
Account-based marketing is about creating a relationship with the target account by understanding their immediate requirements and challenges. An actionable org chart is a one-stop solution for understanding the structure within a company by offering B2B marketers the ability to see the roles of stakeholders they will pay in the decision-making process. So, for an impactful outcome, leverage an actionable org chart of the target account for thriving account-based marketing.
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Terminus, the only account-based engagement platform built to deliver more pipeline and revenue through multi-channel account-based marketing (ABM), today released its first-ever ‘State of ABM in Europe’ report.
The 2021 study uncovered that while US marketers are more advanced, there’s tremendous interest in adopting account-based practices by European companies, among other key findings.The newly released report was conducted in partnership with England-based research firm, Vanson Bourne, who interviewed 500 marketing, sales, and customer professionals in the US, UK, France, and Germany over the summer of 2021.
