Account Based Marketing helps you narrow your focus on your ideal clients. But it will absolutely fail if you don’t align your sales & marketing efforts. Tina Bean and her team at KickFire have recently found success with an Account Based Marketing approach supplemented with utilizing their own platform to identify key accounts. An Account Based Marketing approach starts with the strategy of identifying key accounts. This effort needs to be collaborative from the very beginning. Sales needs to define what a worthy account looks like so that marketing can begin their engagement campaigns. It’s up to your marketing to create different messaging for prospects at various stages, and it’s up to your sales team to take that prospect through to a closed deal. It’s a tandem process. A truly joint effort of sales and marketing to come up with an initial list of key accounts, bring that buyer through the journey, and then keep them as a customer. Engagement is simply the key indicator of success with ABM. If a company can get their finger on the pulse of engagement in a prospect’s journey, they are well on their way to connecting with that that potential customer and closing a deal. Click the link in the first comment below for the full interview with Tina.

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