Why Sellers Leverage Account-Based Prospecting
There is an accelerating push for sellers to run targeted Account-Based campaigns.
Industry players are encouraged to spot new opportunities during the economic slowdown, and targeting a constrained list of high-potential accounts is rapidly becoming a top priority. The reason is simple: selling directly to the highest-value accounts is expected to promote long-term business growth.
An efficient Account-Based Prospecting program, however, doesn’t prioritize quality over quantity to drive better pipeline performance.
“Account-Based Prospecting is about the quality of the conversations as much as it is about the quantity of the conversations. Instead of getting an industry-average 1% of target to deal, you can reach 4% with Account-Based Prospecting.”
—Jacco van der Kooij, Founder, Winning by Design
Key Steps of Account-Based Prospecting
Every Account-Based initiative is rightly set to align the interrelated processes of Sales and Marketing. Outreach’s Account-Based Prospecting Workflow is guided by the same principle. This strategy “provides better company-wide alignment and drives a personalized, scalable approach across your broad account list,” as you can readily:
- Find the accounts you want to target
- Filter and sequence your prospects by accounts
- Execute your prospecting tasks
- Review the outcomes to book meetings or work on the objection received
- The accounts that have engaged with your company
- The accounts with open opportunities
- The accounts who are existing customers
This invaluable sales intelligence will enable industry players to easily identify and prioritize their most coveted accounts to generate consistent revenue.
The Importance of Data-Driven Account-Based Prospecting Programs
Industry players reveal that Account-Based campaigns frequently achieve a 5%+ conversion rate—and the accuracy of data plays a big role in this process.
“Effective prospecting depends on identifying good-fit customers for your business, namely qualified [accounts] who truly need your product or service to solve the difficulty or pain point they’re facing. These are the customers who will provide you with long-term business and value.”
—Terminus, Prospecting in Sales
Sellers need high-quality data at hand to get more granular with prospecting, identify top-value accounts, and efficiently convert them into revenue-generating customers for their business.
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