Account-based strategies have started to enhance the B2B lead generation funnel by personalizing and creating efficiencies in the acquisition and nurturing of potential business opportunities. Instead of chasing accounts wide and far like traditional approaches would, account-based strategies focus communication and resources as though each target account were its own market to maximize resources to accounts with the highest chances of converting.
Why Account-Based Strategies Matter
B2B marketing has crossed the traditional boundaries of the B2B horizon as a result of advancing technology and the increased demand for personalized communication. Account generation strategy that dials-in value focus accounts and aims to sell versus casting a wide net like unmanaged and leads hoping some will respond. Account-based goes after the best-fit targets.
This targeted approach delivers several benefits:
- Higher Win Rates: Companies that utilize account-based strategies, report winning by as much as 60% and achieving faster deal progress.
- More Efficient Resource Allocation: By spending marketing and sales efforts on few accounts which have the greatest potential value, the company will achieve higher ROI as spend will be greatly reduced.
- Stronger Alignment: The collaborative approach from the beginning of the sales process to the end allows for sales and marketing to achieve the unity of purpose.
