Before diving into AGs, SQLs, or ABM strategies, let’s learn about account-based marketing. ABM is a tailored marketing approach that focuses on identifying and targeting high value leads by treating them as individual markets. To put it simply, account-based marketing prioritizes quality over quantity. It allows you to use time and resources on those clients that have potential or genuine interest in your goods or services. With ABM you can:
1. Increase ROI.
2. Align Sales & Marketing Allegation.
3. Boosts Engagement.
4. Shortens Sales Cycles & more.
To achieve these, you must follow the account-based marketing strategies that focus on SQLs (Sales Qualified Leads) and AGs (Appointment Generation). Apart from this, ABM strategy should be highly targeted, data-driven, and aligned with sales objectives.
SQL’s – Sale Qualified Leads are individual contacts or accounts that have shown a strong buying intent. These SQL leads are ready to convert leads by requesting a demo, pricing, info, downloaded key resources and more. AGs are nothing but Appointment Generation, that means when a sale qualified leads shows more interest to learn about the product or services having few enquiries. To clear their enquiries, we as a business do AGs, that is nothing but generating an appointment with SQL. So basically, the AGs (Appointment Generations) will be created after nurturing SQLs with personalized Email Campaigns or with other multi-channel outreach.
In this article, let’s learn about how to convert high value SQLs into AGs in detail to ensure your business growth.
1. Prioritize & Drive AG’s:
The first step involves identifying the accounts or segmenting them based on firmographic and other related data. To make it simpler, one can use tools like CRM analytics, lead scoring, and intent data to prioritize accounts that have the highest potential.
2. Personalized Content:
The use of personalized content to address clients’ unique pain points and priorities is one of the best techniques. Instead of sending common replies that are generic, it’s better to send personalized messages that are more specific. This personalized content can be delivered through tailored case studies, whitepapers, industry-specific landing pages, and more. Apart from this, the personalized content can be video content designed to speak directly to SQLs.
3. Use Multi- Channel Outreach:
When it comes to outreach to the audience or client’s multi-channel is one of the best ways to reach. Businesses can use a blend of multi-channel like email campaigns, LinkedIn engagement, Paid ads, direct calling, webinars and virtual events. This multi-touch approach increases brand recall and strengthens relationships. After receiving the mail, the sales should receive marketing qualified intel.
4. Nurturing AGs:
When potential clients or audiences show interest in your products or services by visiting your pricing page or downloading a resource, you can leverage behaviour-triggered automation to continue engaging them. This gradually pushes them toward the sales closure stage.
Through Account Based Marketing you can build quality over quantity like instead of getting 1000 random leads, it’s better to get 100 ideal leads who are ready to buy your product or services. Also, converting high value SQLs into AGs is not just about sending more emails or boosting ad impression, it’s about delivering the right content or info to the right audience, at the right time, through a tailored strategy.
ResoluteB2B, offers unique ABM strategies, that not only drive qualified leads but also build long-term relationships and generate sustainable business growth. To read more about Account Based Marketing (ABM), visit our website www.b2bresolute.com and for any inquires do mail us at info@b2bresolute.com.
