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The Secret to Account-Based Marketing Success

by Doug Bewsher  |  
January 20, 2016

Account-based marketing is rapidly gaining steam in the B2B world. About 90% of marketers recognize the value of account-based marketing (ABM), rating it as "extremely" or "very" important to their overall marketing efforts, but a recent study shows that only 20% of companies surveyed have a full ABM program in place.

That gap is primarily due to a lack of knowledge and limited resources. Most companies are unsure how to start rolling out an ABM program. Lead-to-account matching is a crucial step in a successful campaign.

Understanding Lead-to-Account Matching

Lead-to-account matching lets you match new and existing leads to their proper accounts. Without it, ABM falls flat. Why? Because in today's enterprise, marketing teams are engaged in many different activities and campaigns.

When the leads start flowing in and get passed on to Sales, there is a good chance that the sales team does not already know the history of the lead. For example, is that target account already a customer? Has progress already been made on the deal?

Most marketing and sales organizations do not have tight alignment and open communication, so correctly matching leads to their parent accounts is all the more important. A total of 50% of Sales's time is wasted on unproductive prospecting, and sales reps ignore 50% of marketing leads, according to a report from Marketo.

Misalignment not only results in lost productivity but also in lost business opportunities. MarketingProfs found that organizations with tightly aligned sales and marketing functions experience 36% higher customer retention rates and 38% higher sales win rates.

Benefits of Lead-to-Account Matching

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Doug Bewsher is CEO at Leadspace, the first B2B audience management platform. A seasoned marketer, Doug has previously held positions as CMO at Salesforce and Skype.

LinkedIn: Doug Bewsher

Twitter: @dougino

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  • by Matt Benati Thu Jan 21, 2016 via web

    Great article, Doug. I agree that matching leads with accounts is important for success. One best practice for Salesforce is to convert leads into contacts (under a unified account). This enables sales and marketing to see the entire account and its members, as opposed to only seeing disconnected leads. In turn this insight increases Sales' ability to accelerate opportunities to closed-won business.

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