Sales BOF Strengthening

Strengthening the amount of sales meetings with a target account list in an Account Based Marketing (ABM) program requires a strategic and multi-faceted approach. Here are some strategies and tactics to help drive more sales meetings:

1. Deep Account Research:

• Ensure you have a thorough understanding of each target account's needs, challenges, and business landscape.
• Identify key stakeholders and decision-makers within the account.
  

  
2. Personalized Outreach:

• Use personalized emails, phone calls, or social media outreach to engage with the key decision-makers.
• Ensure the message is relevant to their specific needs, highlighting how your solution can solve their unique challenges

Download our latest outbound template here.

3. Engage Through Multiple Channels:

• Leverage a multi-channel approach which can include email, phone calls, social media, webinars, and even physical events or direct mail.
• Track which channels are most effective for different types of target accounts and double down on those.

4. Leverage Social Selling:

• Encourage sales teams to engage with target accounts on platforms like LinkedIn, sharing valuable content and insights.
• Use these platforms to join discussions, comment on posts, or directly message potential leads.

5. Collaborate with Marketing:

• Ensure that marketing is providing sales with valuable collateral such as case studies, whitepapers, and personalized content.
• Organize webinars or virtual events around topics that are relevant to your target accounts.
• Meet with Marketing each week to do a deep dive on your engaged or gone cold accounts.

6. Warm Introductions:

• Leverage mutual connections to get introduced to decision-makers within the target account. A warm introduction can significantly increase the chances of securing a meeting.  

7. Provide Value Upfront:

• Share insightful reports, industry trends, or offer a free consultation to showcase your expertise and value proposition.
• Give target accounts a reason to want to meet with you.
• With your marketing team, arrange an AE Tour to see visit a cohort of your prospects and customers 'while in the area.' (This has been SUPER successful for our clients in the last quarter).

8. Continuous Measurement & Optimization:

• Regularly track and analyze the effectiveness of your campaigns.

• Adjust and refine your strategies based on feedback and performance data.

9. Follow Up:

• Persistence is key. Don't get disheartened if the first or second outreach doesn't yield a meeting. Follow up at regular intervals, but always with a value proposition or new insight.

  
10. Refine Your Targeting:

• If certain accounts are consistently non-responsive, consider whether they are the right fit. Refining and focusing on the most promising accounts can improve conversion rates.

11. Leverage Technology and Automation:

• Use CRM tools to track interactions and set reminders for follow-ups.
  Marketing automation can help in sending timely and personalized content to warm up leads.
  

12. Educate and Train the Sales Team:

• Ensure the sales team is well-trained on ABM best practices, the unique challenges of target accounts, and the solutions you offer.Seek Feedback:
• If a target account declines a meeting, ask for feedback. Understanding their reasons can provide insights to refine your approach for future outreach.

13. Align Incentives and Goals:

• Make sure that the sales team's incentives and goals align with the ABM strategy. If they are incentivized to prioritize other leads over target accounts, the number of meetings might be low.