How to Improve Targeted Account Selling with B2B Email Marketing?

  • By Nolan Delacruz
  • Dec 09, 2021

Making sales and meeting your quota appears to be legitimate sales objectives, but if you genuinely seek to make a difference, you should develop a scalable, measurable approach that consistently produces results. Target account selling is a popular method for achieving this goal. Laser-targeted, data-driven prospecting with personalization is a key component of such a methodology.


What is Targeted Account Selling?

Target account selling is a B2B sales strategy to cultivate customer-centric, deep, and lasting connections with a group of highly qualified prospects. It is distinguished by focusing on the complete decision-making process within a given account.

Targeted Account Selling is more concerned with the quality of the leads than the quantity. As a result, there are fewer large-scale deals. Sales cycles can be a little longer due to the nature of this sales process, but they're worth it in terms of income. The goal is to get to know and understand potential consumers and their needs in-depth so that personalized experiences and highly specialized offers may be delivered. A significant amount of study and research for the data collection on potential clients is required. Sales professionals will be able to personalize sales plans to the needs of each lead they approach because they will have access to all account data.

Take Advantage of Targeted Account Selling

A successful marketing campaign is achieved by directing your B2B marketing messages to the targeted client base. Over 74% of audiences are frustrated when the content on their website is not personalized. One of the causes why Target Account Selling is so successful at completing agreements and building long-term customer connections. You will see a significant rise in your bottom line if you use this strategy. TAS should be a component of your sales strategy for the following reasons:

1. It assists in the development of trust with your prospects

People prefer to buy from companies they know and trust. With personalized content, the entire Target Account Selling process revolves around developing meaningful connections with your leads based on trust. As a result, once decision-makers understand that you know how to help them solve their problems and propel their company forward, they will be willing to accept your offer.

2. The sales cycle is shortened

Although Target Account Selling does require additional upfront research, it can shorten your sales cycle. This is factual for businesses that sell to large corporations or have complicated sales funnels. The key is to avoid squandering time on unqualified leads; instead, focus your efforts on selling to accounts that have been well investigated and vetted as the most likely to buy.

3. It expands the market share

You can increase your market share by selling to specific accounts. Focusing just on the most qualified leads and providing them with highly specialized and valuable solutions is one of the most effective lead generation tactics. Such prospects are willing to pay extra for tailored solutions, especially if they're accompanied by excellent customer service and experience.


Discover how to Unlock Target Account Selling with B2B Email Marketing

The Target Account Selling methodology can be challenging to implement since it takes time and needs people from sales to understand as much as possible about their prospects to provide them with individualized material and support throughout the purchase process.

1. Align Sales and Marketing

Target Account Selling isn't just a sales or marketing strategy; it's a holistic approach that requires collaboration from both. Your marketing strategy will fail if the marketing and sales teams aren't on the same page. The marketing, sales departments should work together to attain higher ROI. Ensure your marketing and sales team uses the same CRM tools. The technologies you employ should make it quick and straightforward for your marketing and sales teams to get their information. This ensures that all relevant contact data is saved in a central database and is available to those who require it.

Improve the internal alignment with these tips:

  • To boost motivation, operate with the same goals
  • By using shared dashboards and reports, everyone will be on the same page
  • Open communication and personal interactions are more important than anything else for sales and marketing alignment
  • Create strategic feedback processes

2. Make an Ideal Customer Profile (ICP)

The quality and quantity of accounts you target are critical to your sales performance. You must focus on the right companies. The Ideal Customer Profile (ICP) contains firmographic and demographic data that characterize your most valuable clients. With a well-defined ICP, you can identify critical accounts and create messaging to entice and convert them into buyers. To develop your ICP, you'll need to look at qualitative and quantitative data about your prospects, particularly the firms where they work and other similar connections.

3. Build Targeted Buyer Personas

Now that you know what types of accounts to target, you need to figure out how to communicate with the key prospects from those accounts. Buyer personas are fictionalized versions of your ICP based on anecdotal observations, existing customer data, and quantitative research. Marketers commonly use buyer personas to discover and engage with the best prospects, but they also play a significant role in Target Account Selling. Buyer personas may help you figure out who the decision-makers are at your target organization, the interactions between them, their purchasing habits, and more. Building a buyer persona is similar to creating an ICP; they are essential to your target account selling approach.

Reach out to the qualified Prospects

4. Design your B2B Marketing Tactics

You must target and connect with potential audiences who are an excellent fit for your product to achieve success in account-based selling. Apart from selecting accounts that fit your ICP, account coverage and account quality are two more important factors to consider during the account targeting process.

Account coverage: The quantity of target accounts you identify and how many key stakeholders you engage with from each account are considered account coverage. You'll close deals if you have strong engagement but a small number of accounts. On the other hand, you'll have difficulty converting target accounts into purchasers if you reach a large number of them but have low interaction. As a result, you'll want to aim for a large number of accounts and a high level of account engagement.

Account Quality: Evaluate accounts with your Ideal Customer Profile to determine account quality. Assign a score to each aspect of your ICP, from industry to revenue to personnel count. You'll be able to prioritize outreach and manage your time more effectively using this rating system.

5. Engage your Audience with a Targeted Strategy

Account-based selling focuses on highly focused, individualized sales outreach for the firm and each important prospect within an account. This information contains each client's business requirements, purchasing preferences, and role in the business. This strategy achieves the following goals:

  • It introduces your products and services to each member of the purchasing committee
  • It focuses on only the areas that each person is interested in
  • It encourages discussion about your platform on all levels

So, no matter who's in charge of purchasing, they're already familiar with your product and have a personal stake in the version you're using. All because you were able to explain how it meets their specific needs.

6. Analyze your Marketing Campaigns

The emergence of data, which is powering marketing and sales intelligence technology, is credited with the development of Target Account Selling. Target Account Selling strategy's marketing and selling approach is based on data. You must prioritize the information in your sales contact database and spend time analyzing your selling performance.

Reach corporate executives, administrators, supervisors, sales and marketing professionals, public relations professionals, technology professionals and compliance professionals in various service industries.

Is Target Account Selling Effective?

B2B marketers are increasingly using the Target Account Selling method to significantly increase profit. Over 80% of marketers have reported that Target Account Selling excels over other strategies to attain maximum ROI. We have devised a few reasons that define the effectiveness of Target Account Selling with B2B Email Marketing:

1. Improve Your Business Relationships

People base their purchasing decisions based on who they trust the most. This is great news for target account sellers, as the TAS strategy is entirely centered on establishing trust with potential clients through tailored content and service. When you provide tailored outreach like this, decision-makers know you're available and prepared to help them solve challenges and grow their organization.

2. Surprising Effectiveness

Target account selling, on the other hand, requires some prior research. It shortens the sales cycle for B2B marketers who sell any product or have otherwise extensive/intricate sales funnels. This is because less time is spent analyzing non-qualified prospects, and the majority of the resources are focused on accounts that are almost certain to be successful and profitable.

3. Market Expansion

The entire addressable market for most B2B enterprises is limited. Any given product can only benefit a limited number of businesses. Target account selling allows businesses to acquire a higher part of the market than other lead generation methods. This is because it focuses only on the most qualified leads and uses marketing and sales approaches that are enticing to them. Due to technological advancements, obtaining demographic, firmographic, and technographic data has never been more straightforward. Target account selling is an effective and transformative sales method that can increase your bottom line dramatically.

In Conclusion

Selling to specific accounts can provide you with a competitive advantage and help you dominate the ever-changing B2B landscape. Given that personalization and genuine interactions with customers are so important in today's sales, using this practice can help your company expand and earn more revenue and ROI.

Target Account Selling does require some effort to result in a profitable approach. It's a strategy that imposes planning and participation within your company. You can change to target account selling with B2B email marketing if you have strong comprehension, alignment, and data access. You'll wonder why you didn't switch sooner once you see the benefits!

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