I have a few passions in life; one of them is writing helpful articles for sales and marketing folks, and another is horror movies. So, to honour the spookiest day of the year, I’m going to combine (absolutely shoehorn) the two. Let’s see how this turns out…
Account-Based Marketing is a relatively new form of strategic b2b marketing where you take an individual company and treat it as your very own target market. This way, instead of casting a giant net out far and wide, you can spearhead your marketing by finding your perfect customer account and personalising your content, just for them.
Marketing can arm sales with the resources they need to close deals faster, and sales teams can help marketing target the right kind of customers. So what stops them from working together, and what can we do to help?
You may already be ‘upcycling’ your content, but are you recycling those leads which don’t convert to customers? A slick HubSpot to Salesforce integration — with the help of some custom fields — can ensure those leads that don’t quite make it to your case studies pages are re-nurtured and given a second chance.
Why can’t marketing be an arm of sales?
– Alan Johnson, ‘Peep Show’, season 4 episode 2.
For those familiar with the above quote, you’ll know that Mark couldn’t solve Johnson’s business riddle. Luckily here at oe:gen — we have!
OK, enough mooning, let’s strap on the nosebag and eat some serious sales and marketing (or, smarketing) alignment with the following 10 steps.