Our Total Prospect Management (TPM) represents the pinnacle of Account Based Marketing (ABM) and is being adopted around the world.
Broadley Speaking pioneered TPM almost a decade ago; it represents the syncretism of strong, tried and tested, sales techniques and ABM principles and practices. Simply put, segmenting to one and putting the prospect at the centre of a suite of coordinated sales and marketing activities pays dividends.
We treat each prospect as a market in themselves. Depending on their stage in the sales cycle and their particular needs and wants, we communicate bespoke messages in order to drive the account forward toward the sale. It is as far away as you can imagine from the traditional ‘spray and pray’ lead generation techniques embraced by the big call centres; there is clearly a place for those kind of ‘factories’, but it is not in selling high value, complex products and services to senior people.
My colleagues attended the excellent B2B Marketing conference in London yesterday which focussed on ABM. Interesting indeed, but seemed to serve to demonstrate the yawning chasm between sales and marketing in most businesses. One of the basic principles of ABM is a joined up approach between sales and marketing professionals; so why is it, even in businesses apparently embracing ABM, seemingly neither understand each other?
Aligning sales and marketing.
The beauty of the Broadley Speaking TPM approach is that we act as the bridge and ‘honest broker’ between sales and marketing functions. With a wealth of B2B marketing experience we understand that marketing professionals have to contemplate and address multiple customers; most of all, we believe that they should consider their own sales teams as one of their primary customers. Our B2B sales experience has allowed us to build a marketing automation tool from the salesperson’s view up; one which really works for your sales; read this post to find out how.
Our team has worked at the sharp end of marketing and sales in corporate B2B environments; as a result, it possess the unique perspective to help our customers bridge this gap. If a customer has an ABM tuned marketing team we can help them link seamlessly to the sales team. If there is no ABM tuned marketing we simply lead the sales driven marketing effort.
Our graduated approach to TPM allows us to take a pragmatic approach and use similar principles and methodologies but apply them from highly focussed new business generation to a ‘pursuit’ approach as we support our clients close in on the crucial last legs of pitches and bids.
Our approach has been embraced by our customers around the world and sometimes this means long days. Yesterday was among them: 06:30 call with Hong Kong; 09:30 call with our Dutch colleagues; finally, a 20:00 Skype conference call with a sales team in New Zealand. In between, we crammed in all the EMEA and North American work – phew! My world clock is now looking pretty expansive.
Get in touch to discuss your marketing needs and find out the best ABM strategy which applies to your business.