Replystream Playbooks and Data Automation enables you to rapidly put your account-based marketing and sales strategy into practice
Account-based marketing (ABM), also known as key account marketing, is a strategic approach to business marketing in which an organization considers and communicates with individual prospect or customer accounts as markets of one. Account-based marketing is typically employed in enterprise level sales organizations. There are three steps to ABM.
Target Accounts and Personas
Select accounts, discover contacts and develop insights relevant to the organization profile and personas.
Develop Content, Messages and Run Plays
Develop content and messages, run plays and track interactions with accounts and contacts.
Measure Coverage and Engagement
Measure coverage of target market, engagement with contacts and current account-level influence.
Replystream products support the key use-cases in deploying a successful account-based marketing strategy.
Detect and fix bad data so it is actionable by sales.
Append level, function, role and calculate personas.
Automatically profile and segment companies.
Content relevant to target accounts and personas.
Create messages and content for accounts.
Organize related and similar contacts.
Track progress and activity metrics vs. goals.
Engagement and influence in target accounts.
A highly-focused account-based marketing strategy allows you direct your resources and investments to the highest yielding industries, accounts and contacts. The benefits include:
Increase Sales Focus
Eliminate sales cycles with industries, accounts and contacts that have low win-rates or generate lower operating margins.
Reduce Content Budget
Spend less on third-party content sources by leveraging the internal customer success stories and testimonials.
Increase Marketing ROI
Ensure that your marketing investments are securing new logos and generating incremental revenues.