Therefore, while an Inbound Marketing strategy is very useful for capturing leads and cultivating a relationship with them until they are ready to buy, it is also true that it does not apply to all cases.
Account-Based Marketing emerged as a counterpoint to lead-based marketing: in the typical sales funnel, prospects enter in droves at the top and as they advance through the process, a few qualified prospects remain who are seriously considering purchasing, thus reaching the stage of speaking with a sales representative.
In contrast, in the inverted funnel (based on accounts) the relationship is vietnam mobile number different: instead of capturing leads in search engines, forms and social networks, the dynamic consists of going to find our potential buyers one by one. Thus, as soon as we manage to generate an initial connection with one of them, we open the conversation with other interlocutors within the same account.
This idea is based on the fact that a B2B sales process usually requires several interlocutors, not just one… This is why it is important to start from the basis of a lead and then expand the communication to other decision-makers within the organization (purchases, innovation or human resources, for example).
How to manage the funnel when your customers don't search for you on Google?
The key is to generate engagement with the prospect base to open conversations with them, based on the pain points that can activate communication opportunities with each of these different profiles.
Communication in Account Based Marketing consists of maintaining several conversations in parallel with the same account. In this way, we gain ground in the preference for our services when a specific business opportunity is activated.
When the time comes to make a decision and having done a good job of engagement, we will get the interlocutors to recommend us to other contacts and consider our company in the RFI (Request for Information) and RFP (Request for Purpose).