Account-based Marketing and Sales Drive Greater Deal Value

Account-Based Marketing and Account-Based Sales

Many of our clients have adopted an account-based marketing and sales approach and are jazzed about introducing LinkedIn Sales Navigator into their process.

User-generated and filtered information provides the insight, entry points, and potential connections clients need as they build their account-based marketing and sales process.

If you are not using Sales Navigator for ABM/ABS, reconsider why you aren’t. Knowledge and understanding? Cost? Resources?

Let’s look more closely at Account-Based Marketing and Account-Based Selling.

Account-Based Marketing (ABM) and Account-Based Selling (ABS) are two related but distinct sales and marketing strategies.

Account-Based Marketing (ABM) is a targeted marketing approach where a business focuses on specific accounts or groups of accounts that are most likely to result in high-value sales. This approach involves personalized and targeted marketing activities, such as content creation and advertising, aimed at decision-makers within a specific company or group of companies. ABM aims to build relationships with key decision-makers and generate interest in the business’s products or services.

Account-Based Selling (ABS) is a targeted sales approach where a business focuses its sales efforts on specific accounts or groups of accounts that are most likely to result in high-value sales. This approach involves personalized and targeted sales activities, such as sales calls and demos, aimed at decision-makers within a specific company or group of companies. The goal of ABS is to close high-value deals and increase sales revenue.

In summary, ABM is a marketing strategy aimed at building relationships with key decision-makers in target accounts, while ABS is a sales strategy aimed at closing high-value deals in those same target accounts. Both strategies work together to help businesses achieve their sales and marketing goals.

Let’s Look at LinkedIn Sales Navigator

LinkedIn Sales Navigator is a premium sales tool offered by LinkedIn that provides sales professionals with advanced features to help them find, engage, and close more business. The benefits of LinkedIn Sales Navigator are significantly more valuable than LinkedIn’s Premium Business membership and include:

      • Lead and account targeting: Sales Navigator provides access to over 850 million LinkedIn members, allowing sales professionals to target the right leads and accounts based on specific criteria, such as job title, company size, and location.

      • Advanced lead and account search: Sales Navigator provides access to powerful search tools and filters, making it easier to find the right leads and accounts and to keep track of their activity on LinkedIn.

      • InMails: Sales Navigator provides a monthly allotment of InMails, which are private messages that can be sent directly to LinkedIn members, even if they are not part of your network.

      • Lead and account insights: Sales Navigator provides real-time insights into leads and accounts, including information about their company, their recent activity on LinkedIn, and their connections.

      • Team collaboration: Sales Navigator Advanced allows sales teams to collaborate and share leads and accounts and track their activities and progress, making it easier for sales teams to work together and achieve their goals.

      • Mobile access: Sales Navigator provides a mobile app, allowing sales professionals to access the platform and engage with leads and accounts.

      • Extras: Personas, buyer intent, TeamLink, TeamLink Extend and SmartLink continue to provide sales teams key information that is found nowhere else.

    By leveraging LinkedIn Sales Navigator, sales professionals can increase efficiency, find and engage the right leads and accounts, and close more deals.

    Next up – More on Account Based Selling

    Through strategy, training, and coaching, Intero Advisory works with businesses and individuals to optimize their LinkedIn presence, leading to greater effectiveness and efficiency so that they can accomplish their professional and business objectives.

    If you’re looking to develop a LinkedIn strategy or need to increase your company’s effectiveness on LinkedIn head over to our contact page  and send us a note.

    Our blog posts, tips, and suggestions are accurate at the time of publication. 

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