Account Based Selling empowers reps to invest the time and energy needed to create meaningful content for their targeted accounts. Successful sellers use this newfound empowerment to tailor messaging that results in action. Unfortunately, too many sellers used canned / boilerplate content focused on the achievements of their own company that they never see any results. Try these three tricks to write the perfect demand generation campaign.
- Acknowledge the Buying Committee. Nothing shows that you have done your homework more than switching the generic line, “If you aren’t the most suitable person then please connect me with someone who is’ to “I would like to schedule 15 minutes to discuss Account Based Selling. I am also scheduling time with Jane Dixon to get her input as well”. Try this approach and then copy the other members of the buying committee as well.
- Align with Triggering Events. Using the News to align your company’s deliverables to the stated goals of your buyer is a sure-fire way to get noticed. Companies make the news because they want to – i.e. a press release promoting a new product, market, or partnership – or they don’t – such as a law suit or poor earnings. Either way, by positioning your solution to help promote a stated initiative or mitigate unwelcome news, you will quickly get noticed.
- Reference Customer Success Stories. Buyers are busy people that have been given the responsibility to make financial decisions because it’s their name on the line. Make it easy for them to take a meeting with you by giving them relevant use cases by industry, company size, and location. 92% of Buyers stated in a recent SAP survey that they want this type of information to help them make a decision.
Using any of these tricks will improve the performance of your demand generation campaigns but using all THREE will show the best results. Here is an example of what that would look like.
As the VP of Sales at Tellio, I am looking to get 15 minutes of your time to discuss improving seller results through Account Based Selling tools. If this doesn’t fall under you directly, perhaps you could forward me to Jane Dixon in Sales Operations.
I recently saw where Tellio has a new product line helping HR professionals, complimenting your already strong presence with Finance. RampedUp has helped similar companies in the Human Resources space such as Ceridian and Workday by improving seller productivity by 27%. How? We provided company, customer, and contact details all inside of the account record in Salesforce.com. Now sellers don’t have to search for time-consuming sales data outside of their CRM.
Again, if you are free for 15 minutes next Tuesday afternoon then I can share in greater detail.