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The Role of Content in Account-Based Everything

David Brutman
,
February 19, 2016

‍Account-Based-Marketing is hot these days. So hot that it’s starting to spawn offspring, such as Account-Based-Sales-Development. I say it jokingly, but, in fact, I’m a big fan of both. I think that the account-based approach makes a ton of business sense. It also aligns very nicely with what we do at Folloze, where personalization is a major selling point.

In a very recent case study, Lars Nilsson, VP, Global Inside Sales with Cloudera, detailed how Cloudera is implementing account based sales development. You can and should watch the webinar he hosted together with LeanData here.

In this webinar, Mr. Nilsson described the components and the technology stack of the Cloudera Account-Based-Sales-Development machine. He only missed one component - CONTENT. It’s true, a lot of thought went into crafting elaborate emails, with help from experts and careful attention to each account’s pains. But let’s take it to the next level and offer more than just emails.

What if, instead of follow up based on email opens and replies, SDRs could follow up based on actual engagement with content? Marketing does it all the time, and with the right tools, sales can do it too. Actually, sales will do it even better because they are the ones driving the deal home.

Here’s how it works:

Identify target accounts, set up your marketing automation and CRM to support account based everything.Write hyper personalized emails, just as Lars Nilsson advisedCreate account specific Folloze content boards. Use the power of visualization - add the target account logo and banner image, for example. Carefully choose 1-2 industry relevant case studies, and 1-2 supporting assets such as relevant analyst reports, thought leadership articles by 3rd party authors, or company created materials. Add those to the board.Send your emails with personalized links to the board.Monitor activity - email opens, clicks, and engagement with content on the board.Follow up in a matter of minutes from the actual interaction. It’s possible. Folloze will notify you.Have a meaningful conversation with your prospect, based on the content they just perused.

Buzzwords and trends aside, sales account managers have always done account based work. What’s new now is people are formalizing these business processes and creating frameworks around them, and great tools are being made available to increase productivity and help do the same tasks in large volumes. Bottom line: when you choose your tools, make sure to include one that leverages content – so sales can master Account-Based anything.