Let’s talk about B2B Sales, focusing on ABM – Account Based Marketing– and a report from BCG in collaboration with Salesforce, with some fascinating insights:
- From a process “assigned” to Marketing to a method; orchestrated in concert by Marketing, Sales, and Service (Account Based Engagement). Recognizing that selling B2B doesn’t follow the rather linear path of B2C, but it is a more complex journey always involving the “Business” and not individuals.
- Therefore, it calls for a different approach and, most importantly, for various tools and data.
- As suggested by BCG, seen the measurability of the process, starting small and learning to scale is recommended.
Check out the full report in the link below.
https://www.pardot.com/whitepapers/moving-beyond-abm-to-account-based-engagement/
Very nice article