What Do Marketing & Sales Leaders Love About Account Based Leads?

February 14, 2017 11:28:59 AM | By Matt Benati

We talk a lot about Account Based Marketing, which has become Account Based Everything these days. But in my opinion, what we should be saying is Account Based Growth (ABG). That’s because the common thread – the “Account Based” part – is the driving force behind this strategy, and it boils down to REVENUE growth. When you make the switch from lead based marketing, focused on personas, to account based marketing, laser-focused on best-fit accounts, the resulting account based leads are the stuff sales dreams are made of.

Account based leads come directly from your best-fit accounts — from accounts that marketing and sales agree fit their Ideal Customer Profile (ICP) and are worth targeting. This approach identifies which of your leads are key decision makers and which are buyers within those accounts, so you can further personalize your messaging.

When you focus on accounts first and leads second, you immediately increase sales velocity by eliminating the highly inefficient lead based funnel approach. Sangram Vajre, CMO of Terminus, makes a compelling observation about lead based strategies, “Less than 1% of leads that B2B marketers generate turn into customers.” With an account based strategy, you’re going straight to the source of a potential sale, and this results in highly targeted, qualified leads that are more likely to convert. And that ultimately equates to more revenue.

Since love is in the air this time of year, I asked a few Account Based leaders why they love Account Based Leads. Here’s what they had to say:

LeadGnome is an automated solution that mines your sales and marketing campaign reply emails for information about contacts within your best-fit accounts. And not just email signatures — the entire unstructured body of the email. It takes just 2 minutes to set up using a simple email forwarding rule, and requires no changes to your CRM, marketing automation platform, or to the emails you send or receive. To learn more about the impact email mining can have on revenue, download our free guide:

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