The success of your Account-Based Marketing (ABM) motions relies on getting past the first hurdle—getting your account-focused positioning and messaging right. However, 76% of C-level executives (often, targets of such campaigns) say they are frustrated with a lack of tangible value for them, in the marketing communications they receive.
This strongly implies that sales teams often do not have the correct insights into their targets’ specific pain points or priorities.
Leveraging AI capabilities, enterprise sales and ABM teams can utilize multi-dimensional market and account-specific datasets for account planning—fast-tracking target account penetration and sales velocity.
This AI-powered, data-driven account planning empowers enterprise sales teams with instant access to target account and buyer-level data, with minimum manual efforts to:
- Identify the right accounts
- Develop an effective account penetration strategy
Data-Driven Account Prioritization – To Get the Right Accounts
Successful account planning starts with identifying high-value accounts that are actively looking for solutions that align with your offerings. AI-powered account planning can streamline this process by enabling instant access to:
- Business intent data: Market signals and insights into business priorities help sales teams understand a company’s growth intentions and shortlist accounts actively researching solutions or engaging with competitors.
- Strategic expansion trends: Monitoring a company’s expansion into new business verticals or markets helps identify accounts aligned with your offerings.
- Financial overview: Analyzing spending trends and recent investments aligned with your solution space helps validate potential accounts. That is important because companies investing in technology or solutions similar to yours are more likely to become high-value accounts.
Identified the Target Accounts – Next, Create the Account Penetration Strategies
Once target accounts are identified, the next step is to craft effective account planning and penetration strategies to maximize engagement. This involves:
- Competitor Penetration Analysis: Understanding the target account’s present tech stack—using AI-powered sales intelligence to identify their installed base and usage statistics. This data helps you in positioning your solutions more effectively, factoring in the competitor-level gap analysis.
- Stakeholder identification: Reaching out to the right decision-makers, influencers, and end-users at the right time is crucial for effective account planning and penetration. AI-powered insights about decision-makers filtered by their deal influence score help to prioritize the right budget owners and deal influencers.
- Identifying partnership opportunities for faster account penetration: Analyzing existing and past partnerships offers valuable insights into the account’s relationships with service providers and channel partners. This helps sales teams understand their engagement models and uncover new channel sales opportunities—allowing for accelerated channel sales motion leveraging existing business relationships of channel partners.
By using sales intelligence to continuously track the evolving market landscape and target account priorities, organizations can do better account planning and enhance win rates, accelerate deal cycles, and cultivate stronger account relationships.
Sales intelligence platforms like Draup help Microsoft, Salesforce, Accenture, Capgemini, and 260+ other fast-track enterprise sales by giving them instant access to market/account-level signals, buyer behavior, decision-making patterns, existing tech stack, and channel partner ecosystems.
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