Inspired by Account Based Marketing, Account Based Sales Development (ABSD) takes the principles of ABM and adapts them to business development.
What is Account Based Sales Development?
Account Based Sales Development could be translated to “Business Development of the Key Accounts”. Account Based Sales Development can be defined as the process allowing us to generate new business opportunities within a target market through targeted campaigns done directly by the sales representatives, rather than Marketing.
These are very personalized outbound campaigns which use various channels (calls, e-mails, etc…) and which can be, for a vast majority, automated. Account Based Sales Development is a sales approach providing a regular flow of leads from outbound sales (Predictable Revenue-like)
How to set up Account Based Sales Development
Start by defining your Ideal Customer Profile (ICP)
Target relevant companies for your activity requires having your Ideal Customer Profile defined very clearly in order to find companies that match this profile. If you have several ICPs, this will allow you to define your customer segments.
Target profiles and collect data
For each of the targeted accounts matching your ICP, you will target all the relevant persons who could possibly take part in decision-making process and collect data on them. This is where a software such as Datananas could help you save a lot of time.
Define your basic e-mail templates
Your email templates are personalized messages to be sent to the persons in your ICP. They have to contain a number of variables (Merge tags) such as first names, last names, company’s name, etc.. For them to be relevant and meet your contact’s pain points. Your outbound sales campaign also needs to have follow up e-mails that can easily be automated in order to maximize the response rate to your cold emails.
Start your Outbound Sales Campaign
Once your templates are ready, send your campaigns to your targeted prospects (with details you were able to get with Datananas)
Analyze the results of those campaigns and take in charge the answers while defining at the same time the following steps and actions to be set up: Maybe targeting a new interlocutor? Or calling scored leads?
Create your B2B Sales Machine