Competing in the crowded B2B market to engage clients and drive increases in net-new revenue, customer growth revenue, sales efficiency, and competitive differentiation requires a focused growth strategy. Achieving success requires a strategic approach that aligns sales, marketing and customer service efforts towards high-value accounts can be summed up into a few core steps.

Attract & Engage Strategic Accounts: Targeting accounts that fit an Ideal Customer Profile (ICP) for your products and services is the first step. An analysis of where your company’s revenue is coming from by product, customer segment, and industry is a good place to start. Understanding where your company has been successful provides helpful actionable insights to identify potential areas of opportunity within your ICP and Target Account List.

Develop Relevant and Differentiated Messaging: Create effective messaging and storytelling narratives, that highlight your company’s unique value propositions, and quantifiable proof points, that align and resonate with your target customer’s pain points. Ensure that your competitive differentiators are consistently woven into your messaging across all marketing channels. From your website and social media to product packaging and customer service interactions, the same messaging should reinforce your unique selling points.

Engage with Relevant Content: Use content marketing to increase awareness, visibility, and engagement while establishing thought leadership in your niche. Share valuable insights as use cases, case studies, buyer’s guides, demos, product trials, webinars all geared to educate your audience, and demonstrate your expertise. Align content with your target buyer’s journey ensuring delivery of the appropriate level of content at the right time. This not only sets you apart but helps build credibility and trust.

Convert & Close the Right Accounts: Engagement is great, but conversion is better. Focus on converting and closing Marketing Qualified Accounts by identifying opportunities for net-new revenue and customer growth revenue. The key is to identify and eliminate potential barriers in order to continue to achieve growth.

Measure for Success: What gets measured gets managed. Measuring the performance of campaigns, revenue and business outcomes provides your company with valuable insights and how to refine strategies to achieve success.

Following these foundational steps can help create robust ABM strategies that not only attract but also engage, convert, and retain your strategic accounts, while keeping track of performance against business outcomes.

Rachel Petzold Mehdi Tabrizi Mike Rose Debbie Mrazek — Sales Expert Noah Sessions Gary Frank Phil Chelf Max Toy

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