TACTICAL CHANGES FOR LONG-TERM BUSINESS GROWTH

GROWTH STRATEGY THAT INCREASES LONG-TERM IMPACT ON YOUR REVENUE

Businesses require constant optimization. When times change, processes change. We might think of the way that invention of the internet revolutionized how we send and receive information. We might remember how the rise of smartphones led to a whole new market for app development and mobile-based business.

And, as leaders in revenue-generating teams, we surely are thinking about the way that the availability of data and innovation have transformed personalization in sales and marketing. Despite our ever-changing world, business change can be hard to implement within organizations. Some might opt for sticking with old methods because change is just too much effort.

CHALLENGES

Challenges option

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ACCOUNT-BASED APPROACH

However, TOPO’s “2019 ACCOUNT BASED BENCHMARK REPORT” – which included 150 account-based organizations - showed that every participant reached or exceeded a 24% revenue growth, and 90% of the respondents said there is a better alignment between the sales and marketing departments, and they cooperate in a coordinated manner since they developed an account-based go-to-market approach.

Since 2019 the world has undergone big changes and the digital development has accelerated. Therefore, we have to adjust to this change and create a more agile environment to deal with the fast pace digital transformation, consequently, switching to account-based really is worth it for the following benefits:

CREATE MORE SALES-QUALIFIED
OPPORTUNITIES

REACH TARGET ACCOUNTS IN A TIMELY MANNER,
AHEAD OF THE COMPETITORS

GET MORE PRECISE DATA ANALYTICS THEREFORE
PROVIDE THE RIGHT CONTENT AT THE RIGHT TIME
TO REACH PROSPECTS

IMPROVE SALES-MARKETING ALIGNMENT,
SHARED GOALS AND TARGETS

SHORTEN SALES CYCLES AND HAVE
A HIGHER EFFICIENCY AND ROI

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ABG FRAMEWORK

Agile Account-Based Growth (Agile ABG) is a framework for B2B enterprises which helps ensure revenue grows steadily, consistently, and predictably. While many enterprises look to ABM to achieve revenue growth, human interaction (element), timing, ease of implementation, and alignment with customer success still lack. For that reason, B2B marketers are aiming to create the next generation of ‘account-based’, one that goes beyond even ABM.

This framework encompasses and impacts the entire funnel from research and intelligence to marketing, sales, and customer success.

These various business components are finally tied together under one strategy to ensure a holistic revenue-growth outcome, especially for organizations which have high-value products with longer sales cycles, technology-driven solutions, and enterprise-sized target client.

This orchestrated process utilizes 5 “Account-Based” functions (intelligence: ABI, marketing: ABM, sales development: ABSD, sales: ABS, and customer success: ABCS) at every stage of the account lifecycle.

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DATA VISUALISATION

HOW A SIMPLE VISUAL CAN CHANGE THE GAME FOR YOUR ORGANIZATION’S INTELLIGENCE EFFORTS. What if you could create a dashboard and visualize your prospects' minds? Or, what if you could spend just a few minutes to get a complete overview of your target accounts and their goals, needs, wishes, and plans?
This is something business leaders could only wish for, and countless companies are looking for ways to come as close as possible to.

Although not yet a reality, ABI (Account-Based Intelligence) is a unique tool to assist with gathering necessary insights on your target accounts, allowing you to understand how to support with their challenges and goals. ABI will help you not only fill your pipeline, but also close deals with a shorter sales cycle, and better long-term outcome for you and your clients.

Infinityn created a way to visually represent each account that matters to you, along with their intent information and how it coincides with what activity you may already have with them in your CRM (customer relationship management) system.

This visual snapshot, designed specifically for the Agile ABG framework, is called the “Opportunity Heatmap”. The heatmap contains two main graphics: the “Intent Iris” and the “CRM Opportunity Iris”. These visuals are created within the early “Research” phase by the Account-Based Intelligence (ABI) team.

WITH ONE GLANCE, YOU CAN DISCOVER:
- Target accounts interested in your services
- Accounts who had prior contact with you
- Which of your solutions are familiar to your target account
- How to approach these accounts and create sales opportunities
- How to provide value in a way that mirrors their specific needs
This heatmap will prepare your team to launch relevant campaigns, with relevant content at the right time, setting the tone for the rest of the Agile ABG process.

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ACCELERATE BUSINESS GROWTH

In the B2B world, keeping up with changes and being open to strategy improvement is key. Over the last few years, organizations faced so many challenges, therefore we need to wake up and adapt to the progression of the market presenting though today’s digital development and transformation. Taking advantage of these changes and transformations, organisation who adapt quickly can grab opportunities for a steady business growth.

Implement a smarter go-to-market approach with the mix of account-based methods to help organizations to thrive and achieve their goals. Our Account-Based Growth (ABG) framework brings together sales and marketing with intelligence as a centre of excellence.

WHAT IS THIS HOLISTIC APPROACH ALL ABOUT?

PERSONALIZED MESSAGES

Delivering personalized messages is the way you can really engage with your prospects; hence the focus is on providing the right content at the right time to build trust for a long-lasting relationships.

THE RIGHT TECH-STACK

By having a proper tech-stack in place, you can create well-performing online campaigns and see vast amount of data that will help you through the sales cycles. With the right tech-stack, you can use AI-powered real-time Intent Data, which tracks online activity across the internet, including your own website or even your competitor’s. To figure out who’s researching an interested in topics that are related to your business. We use Account-Based Intelligence (ABI) which is crucial in our ABM strategy, allowing us to create well-performing online campaigns.

HUMAN-CENTRIC APPROACH

Alongside the technology, the human element must be present to analyse, contextualize, and to turn this data into actionable insights. Additionally. personal outreach goes a long way with the right message, at the right time to the ideal prospects, building trust and relationships.

BETTER LEADS, HIGHER ROI

By identifying intent data you can get a head start on the buying cycle and reach out to a company before the competition does. Therefore, by bringing all the pieces together, marketing has the power to deliver super-qualified opportunities, with a higher probability to convert to sales.

RESEARCH AND DATA INTERPRETATION

For analysing this real-time data we need some human element, which completes the interpretation, allowing visualization of the relevant information and before you move on, you should figure out which companies are in-market and have shown intent to buy.

DATA VISUALIZATION

Understanding data is crucial to know who and when you can reach out to your prospects – and for that, Infinityn has its own method to visualize the information you have on your future clients and on where they are in the buying journey. Of course, just because a company meets your target criteria doesn’t mean that the company is actually ready to buy.

SALES & MARKETING ALIGNMENT

Without aligned teams, achieving stable business growth is only a dream – with ABG, your departments can work together in an organized manner. Therefore, with the researched data, visualization and interpretation, sales & marketing teams can work together using the same approach achieving the overall business goals.

INTERESTED IN LEARNING MORE?

Implementing the Account-Based Growth framework and taking advantage of the help of an experienced and professional team can be a game-changer for organizations. ABG will result long-term revenue growth, can cure the challenge of reaching KPIs and having departmental silos, as well as will show you how data can be fully utilized and be turned into personalized outreaches by bringing the human element and technology together.

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