A well-rounded account-based marketing (ABM) strategy will leverage a lead development team that utilizes human-touch teleservices to strengthen the lead-to-sales handoff and drive the sales pipeline. To better understand why lead development and teleservices are so important, let’s define ABM. In an article that provides a deep dive into how to create an ABM strategy, Hubspot defines ABM as “a focused growth strategy in which Marketing and Sales collaborate to create personalized buying experiences for a mutually-identified set of high-value accounts.”
ABM is “a focused growth strategy in which Marketing and Sales collaborate to create personalized buying experiences for a mutually-identified set of high-value accounts.”
Hubspot
Now let’s discuss why a lead development team focused on human-touch teleservices is a critical component:
Reason 1: Marketing & sales alignment is a must for any lead generation campaign, but these are your high-value accounts, so it is even more critical that the prospect experience is positive, and no leads fall through the cracks. A strong lead development team drives this alignment, read here about the communication loops you can implement now to strengthen your alignment.
Reason 2: A personalized buying experience is at the heart of any ABM strategy. Leveraging a human touch on a 1:1 basis allows the highest level of personalized contact strategy, including phone calls and email communication. Your lead development team can personalize at the account level or the individual.
Reason 3: Your lead development team provides the support and flexibility you need to tailor your ABM strategy. For example, determine if you want to generate leads with individuals or buying groups.
- If marketing drives an individual lead focus, once a lead is qualified by the lead development team, the sales team will focus on involving the buying group.
- If marketing drives a buying group focus, the lead development team will prioritize identifying multiple contacts in a buying group. They create an opportunity once a lead is qualified, ideally with other validated members of the buying group included.
Reason 4: Leverage resources that a dedicated lead development team uses daily to maximize your time and reach. For instance, TeleNet’s call center software includes an “Account Grid” functionality, which allows our lead development representatives (LDRs) to easily view and access all contacts associated with a particular account or site. This brings several benefits, including more efficiency and credibility, facilitating understanding of multiple roles, and reducing dead ends. Read this blog for more details.
A lead development team rooted in human-touch teleservices is a must-have component of ABM through its support of the personalized buying experience with one-to-one communication. In addition, it leverages built-in skills and software to maximize your reach and sets the sales team up seamlessly once a lead or buying group is qualified, giving your high-value accounts the attention they deserve.
Contact an Account Executive to discuss leveraging TeleNet’s lead development team as part of your ABM strategy.