How to Build a Successful Sales Enablement Strategy for ABM

Are you looking for ways to make your sales team more efficient and effective, especially when it comes to account-based marketing (ABM)? Look no further because we’ve got you covered! 

Whether you’re a seasoned ABM pro or just getting started, let’s dive in to learn how you can build a successful sales enablement strategy for ABM that will help your sales team to close more deals and drive revenue growth.

What is Sales Enablement for ABM?

Sales enablement for ABM is the process of equipping your sales team with the right information, tools, and resources to engage with high-value accounts effectively. It involves creating and delivering content and training to help sales reps understand the needs and pain points of the accounts they’re targeting, identify key decision-makers and influencers, and provide them with the right messaging and content to move them through the sales funnel. 

In fact, research indicates that by streamlining the collaboration between sales and marketing teams, particularly in establishing sales enablement for ABM strategies, B2B businesses can improve their deal closure rate up to 67%.

With that in mind, a successful sales enablement strategy for ABM should focus on three key areas:

Understanding Your Target Accounts

The first step in building a successful sales enablement strategy for ABM is to understand your target accounts. This involves developing buyer personas for the key decision-makers and influencers within the account, and understanding their specific pain points and challenges. To obtain this information, consider examining consumer search habits and browsing history, along with other relevant data sources, such as social media activity, industry reports, and feedback from existing clients. 

By understanding your target accounts, you can not only gain valuable insights into their needs and preferences, but also increase the likelihood of them engaging with you more effectively. As a matter of fact, a Demandbase survey revealed 83% of B2B marketers say ABM increases engagement with target accounts

The key is understanding your target audience to allow your team to create hyper-focused advertising content designed to reach your ideal audience and resonate with their needs and interests. 

Creating Relevant and Engaging Content

Approximately 40% of B2B marketers struggle to develop the right content for their target audience. However, you can create relevant and engaging content seamlessly once you gain insights into the pain points and unique challenges faced by your target accounts. This content can take many forms, such as case studies, whitepapers, eBooks, webinars, and product demos. It’s essential to ensure that your content is well-designed, easy to understand, and visually appealing.

It’s crucial to create relevant content to your target accounts and also provide them with the necessary information for them to make well-informed decisions. 

Providing the Right Tools and Resources

Providing the right tools and resources is another critical aspect of sales enablement for ABM. The goal is to provide your sales team with the appropriate resources to help them engage with target accounts at every stage of the sales funnel.

Some of the tools and resources you may consider include:

  • CRM software to track leads and opportunities. B2B businesses have found that using a CRM can boost conversion rates up to 300%.
  • Marketing automation software to send targeted messages and content.
  • Sales training and coaching programs to improve sales skills.
  • Competitive intelligence tools to understand your competitors’ strengths and weaknesses.
  • Account-based advertising tools to deliver targeted ads to specific accounts.

Equipping your sales team with these tools can ultimately improve their chances of converting target accounts into long-term customers.

Our Account-Based Marketing Framework

Many businesses have trusted the experts at Insights ABM with their B2B account-based marketing needs and reaped the benefits. You can, too! Some of the verticals our account-based agency serves include:

  • SaaS and startups
  • Financial services
  • Healthcare
  • Specialty surgery
  • Commercial real estate
  • Sporting events
  • Repair and service companies

We understand the unique challenges faced by each of these industries and have developed tailored solutions to help them achieve their ABM goals.

Insights ABM: The Best Account-Based Marketing Agency

If you want to build a successful sales enablement strategy for your ABM program and expedite your ABM journey, you need an experienced partner like Insights ABM in your corner. Contact us today and our team of ABM experts can work with you to develop a tailored solution that meets your unique needs and drives results for your business. Let us move your business forward faster and smarter!

Joe Cantu

Joe is a digital marketing strategist and media buying/planning leader with 13+ years of expertise in marketing strategy and program management, omnichannel campaign delivery, brand building, data analytics, and customer experience/UX optimization. He has helped drive growth for industry-leading clients, including F500/F100 firms.