It’s Time to Move Beyond the MQL
The age of digital-driven, buyer-led B2B sales is here, but the experience suffers without true integrations between the digital and the sales assist. Garter recently found that buyers who were only led by sales reps were 63% less likely to complete a high quality deal. However, buyers who complete a digital-only self-service sale are 20% more likely to regret their purchase, leading to attrition later.
Handing MQLs from Marketing to Sales is no longer enough. To optimize performance and accelerate the sales cycle, sales and marketing must work together following a set of well-defined and orchestrated marketing motions and sales plays across the entire funnel. The modern business landscape is increasingly complex, and the traditional approach of handing off leads from marketing to sales is no longer sufficient for significant lead conversions. To achieve their desired outcomes, sales and marketing teams must work together in partnership throughout the entire process—from defining their ICP, target customer list and content strategies to generating leads right through to closing the sale. This unified strategy can help companies accelerate the sales process and improve budget efficiency by combining each teams’ unique strengths in the understanding and movement of the customer.
Now is the time to embrace ABX as your framework for sales and marketing integration
It’s the number one question we get from clients right now: How do I get more out of my budget? Budgets are tightening and competition is fierce. And that leaves marketers looking for ways to maximize their investments. If you’re in B2B, a well-designed, scalable ABX strategy is essential. In fact, we’ve recently seen how shifting from a widespread demand gen strategy to a focused ABX program helped one client reduce spending by more than half with no difference in pipe and an almost immediately accelerated close rate.
ABX is one of the most effective approaches to creating tailored marketing experiences for your ideal customers. By leveraging data-driven insights, marketers can identify and target accounts that are most likely to convert, resulting in higher conversion rates and improved ROI. Instead of a one-size-fits-all approach, ABM enables marketers to create personalized experiences for each of their target accounts, which helps prospects get the information they need when they need it, and the resources to support their influence with other members of the buying committee, to keep the conversation moving and accelerate their time to sale.
ABM also helps marketers gain greater insight into customer behavior. With a well-built, thoughtful, strategic customer insights plan in partnership with a tool like Folloze to monitor how customers interact with your brand, you can quickly identify what works and what doesn’t. This allows you to refine your strategies in an agile manner to provide more targeted messages and create content that resonates with your audience. With ABM, organizations can make sure they’re providing the best possible experience for their customers while accelerating time to close and ROI at the same time.
But where do you begin? Start by assessing your company’s ABX maturity and readiness. By evaluating your current processes, aligned to your goals, you can begin to build the roadmap to ABX success. Infinite Edge offers a free 30-minute ABX readiness assessment that can help you evaluate your current tools and processes, and understand the steps and timeline to true ABX maturity and alignment with sales teams for maximum impact. By understanding where there are areas for improving your marketing/sales team collaboration, you can ensure that everyone is on track and working together towards achieving maximum results from ABM efforts.
Get a free assessment to see how you can improve your alignment
Unlocking the potential of your organization is as easy as taking a free assessment to evaluate how you can better align your marketing and sales teams. This assessment will provide an objective view of the current state of processes, technology stack, customer journey, and more. With feedback from experienced professionals - knowledgeable on the challenges faced when achieving alignment - you will have access to invaluable insights that can be used to make decisions about what works best for your organization.
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About Us
Infinite Edge is a consultancy of marketing and culture experts that helps companies build trust and navigate today’s rapidly evolving market environment while providing all the marketing services you'd expect from a top-tier integrated agency. Allow us to help you transition your marketing operation from reactive to responsive and develop a roadmap to help you thrive through the coming unknown.
