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Have you ever received a marketing email about a product you already purchased? Or had to answer the same questions three times on a website before speaking to someone about a problem?

As a customer, it feels incredibly frustrating.

And yet many companies treat their leads that way: Each one is just another name on the list, worthy of sending an ad-hoc email to, but not worthy of receiving individual care and attention.

The result is a sales process that comes across as lazy and ineffective. But if you have only a small sales team and hundreds of leads to contact, an impersonalized approach might seem your only option.

Enter ABM.

Why Use Account-Based Marketing?

Account-based marketing is nothing new. Marketing professionals long ago realized that their targets are entire accounts consisting of multiple stakeholders and contacts, not just individual prospects. That's not to say, however, that the people in buying committees at those accounts don't want their individual needs addressed.

ABM is more effective because each targeted contact at an account is treated with individual care and attention. The salesperson can speak to the lead's unique wants and needs and tailor the sales process to focus on those. Because of that, ABM usually has a high success rate, and thus a higher ROI.

When you use ABM, you're targeting the best, most relevant leads at the most relevant account. They're probably already looking for a vendor like you; that's why, when done right, ABM can lead to some of the most profitable deals.

There's just one drawback: the nature of ABM means that it's resource-intensive. It takes a lot of time and effort for a salesperson to learn about each stakeholder at each company and build a meaningful relationship.

So how is a rapidly scaling company supposed to keep up when it has finite resources? With ABM automation.

Through workflows, segmentation, personalization, and reporting, ABM automation lets you give each target account the attention it deserves without sacrificing overall productivity.

How to Automate Your ABM Efforts

1. Use workflows

ABM is traditionally a one-to-one process, and it requires a lot of manual, personalized effort from marketers and salespeople. But there are always opportunities to streamline your processes and make them more efficient!

Start by mapping out your buyer's journey from a new lead to a loyal customer and look for opportunities to introduce automation.

That can be particularly helpful for the first few interactions with a new lead. For example, after leads take a certain action (such as downloading a resource), you can automatically send nurturing emails that incorporate the information they provided when filling out your sign-up form. Similarly, if a lead views your pricing page, you could send a notification to the assigned salesperson that indicates it's a good time to call.

When the right workflows are in place, leads are always contacted at the exact right moment and feel like they're getting personalized attention... without somebody having to monitor and trigger those actions.

2. Segment and manage your leads

A huge part of staying on top of ABM efforts is managing each lead and balancing the needs of individual accounts.

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How ABM Automation Can Change Your Sales Process Forever

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ABOUT THE AUTHOR

image of Andrea Moxham

Andrea Moxham is the CEO and founder of Horseshoe & Co, an inbound marketing agency.

LinkedIn: Andrea Moxham