How to Take a Full-Funnel Approach to ABM with Sales Enablement

How to Take a Full-Funnel Approach to ABM with Sales Enablement

By Jillian Eyl (@MsBiz_Chicago

If you’ve heard the term once, you’ve heard it 487 times: ABM is blowing up social media feeds and taking the B2B marketplace by storm.

What is ABM (Account Based Marketing)?

At its core, ABM is a strategy to focus sales and marketing efforts around targeted accounts. Instead of casting a wide net to acquire and nurture leads from any account that stumbles upon your website, ABM is about identifying and building relationships with the RIGHT accounts.

Companies often leverage ABM technology to help them identify target accounts, attract key visitors to their website, and convert them into leads (and ultimately customers).

The ABM Handoff from Marketing to Sales

With ABM, companies pour tons of resources into identifying key prospects and delivering the right content at the right time in targeted advertisements and website pages. These are all great things!

With ABM, there’s little doubt that salespeople are aligned with account progress. But are they delivering the right message… sharing the most personalized presentation… providing the most targeted expertise to buyers when they need it in the buying journey?

This is where ABM falls short: so you’ve identified all these great prospects at these great accounts… now what? How are your sales reps engaging with them?

Buyers expect the same personalized experience they get on your website to be happening during every engagement with a salesperson.

If you want sellers to say the right things, show the right materials, and provide the right expertise, you need to be sure they have the resources to back it up.

This is where sales enablement comes in.

How Sales Enablement Picks Up Where ABM Leaves Off

Sales Enablement is the Account Based Selling strategy that elevates the performance of your salespeople – and makes your ABM program worthwhile.

A sales enablement platform like SAVO harnesses expertise and insight from across your organization – and makes these resources easily accessible to sellers at the right time in the sales cycle. With sales enablement, sellers have the content, coaching, and process to become experts in every selling situation.

Now, your salespeople they can give the custom, personalized engagements that buyers have come to expect with ABM – throughout the ENTIRE sales funnel. And Marketing can rest assured that their hard-earned leads are put to good use.

What’s not to love?!

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Want to learn more about Sales Enablement and Account Based Selling? Check out our Definitive Guide to Account Based Selling!

Jillian Eyl
About the Author: Jillian Eyl
Jillian Eyl is the Senior Manager of Marketing Program Strategy and Design at SAVO. In this role, she develops brand positioning, manages the content and email marketing strategy, and owns demand gen programs from conception through execution. A globetrotter at heart, Jillian loves to travel, critique BBQ joints, and visit family and friends in her home state of Ohio.

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