What to do After Targeted Lead Generation

April 27, 2016

You’ve pinpointed the accounts that have big opportunities to offer and laid the foundation for your ABM campaign, but now you’re stuck. How do you seal the deal?

When the deed is done and you’ve curated a highly-targeted list of accounts, some of which are at just the right stage in the buying process, what comes next? The execution stage is critical in your ABM strategy, so now is the time to push forward. This is your checklist for using your list of targeted accounts wisely.

Get the Account Picture.

Aligning marketing and sales efforts to focus on the account and account needs is priority number one. This is the most important step in making your efforts feel less like a campaign and more like you’re beginning a relationship. Identify not only what this account is missing from its toolbox, but what specifically you can offer them to help them succeed. Understand not only the company you’re targeting, but the industry in which they operate. Figure out their goals and what you can offer that will help the account to reach them. This will help you to create personalized content that will appeal to each individual account, use the contact touchpoints that they are most responsive to, and make that first impression count.

Dig Deeper – Reach out to People, not Companies

You may know everything there is to know about the company you’re targeting, but what do you know about the people who work there? With MRP Prelytix, you can find and reach your target markets easily. Remember, you need to appeal to human beings, not the conglomeration that employs them.

  • What you want to do is to understand the specific buyers to get a better understanding of how decisions are made.
  • You’ll want to know how many people are involved in the decision-making process and understand the hierarchy. Know the roles of the key influencers in this decision-making process.
  • You can keep an updated spreadsheet of different contacts at the account so you can keep track of their responsibilities and relationships within the company.
  • You can also begin to figure out and track their personal goals and goal-oriented behaviors.

This intel will inform the key talking points in your pitch, prepare you for escalation, and help you foster a long and happy client relationship.

Data is Power – Analyze It

MarTech tools like predictive analytics give you the gift of data. Data helps you make an informed decision about how your target accounts will behave based on trends. With validated data, you can answer questions like these:

  • What are the common goals of companies of this size, industry, and yearly revenue
  • How do these goals tend to affect buying behaviors?
  • What is the current industry landscape of your prospective account, and how is that affecting their needs?
  • How might emotional decision-making factor in for this company? Research by Fortune suggests that 65% of executives believe that emotional or subjective factors contribute to decision-making.
  • Future-mapping: what’s (likely) ahead for this account and how can you incorporate this knowledge?

You have the tools you need to at least approximate this information and incorporate it into your pitch. Then, going forward, as you pitch similar companies, you can use what you learned to fluidly optimize and improve your strategy.


So what are the key takeaways?

  • You’ve got the tools to get the data – it’s up to you to interpret it to create a detailed client account.
  • Collecting and maintaining up-to-date and specific information about the account’s needs and purchasing behaviors will help close the deal and foster long relationships down the road.
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